Brand Voice

自说Marketing Terms

In one sentence

Content published from the brand's or founder's perspective, posted on the brand's own accounts.

Brand voice is responsible for clearly stating who the brand is, what the product does, and how it differs from others. It is the baseline information users need to understand the brand.

Relying solely on your brand voice can look like self-promotion, so it needs to be paired with third-party voice and word of mouth.

Example

A brand's WeChat account publishes an article titled "Why We Insist on Solid Wood for Our Furniture," explaining materials and craftsmanship.

Related terms

Third-Party Voice: Content written from a third-party perspective, such as creators and industry experts, ideally published by third-party accounts, with the brand name and verifiable brand facts appearing naturally in the copy.
Word of Mouth: Content written in the voice of everyday users and real customers, used to showcase customer case studies and reviews.
Content Matrix: A coordinated content strategy structured across platforms, accounts, and content types, giving each account a distinct role to publish.