Branding 101, Typography and Voice

Date: October 2021

When a sign says “Welcome!”, you would expect it to give you a warm feeling, and the text should be clean and readable. This would be the exact opposite of that:

That explains the importance of typography and voice in your branding.

Types (or fonts) can evoke feelings from texts. Words can have a deeper or different meaning, depending on the type used on it. Typography then, which refers to how types are arranged, designed, or laid out—gives personality.

Of typefaces and fonts

These two can often be confused with one another and may even be used interchangeably. In truth, a typeface has a bigger and wider scope, and is in essence, a collection of fonts.

Let’s take Open Sans here as a guide.

Typeface

Open Sans

Font

Open Sans

Open Sans Normal

Open Sans Semi Bold

Open San Bold

Open San Extra Bold

However, typography doesn’t end by just knowing the difference between the two. It’s also knowing when to use fonts.To highlight and emphasize a portion of a copy, usually we turn some words into bold.

Spaces matter

There’s also Kerning, Tracking, and Leading, which help us give our words some breathing space. With these, your materials will be easy on the eyes.

Kerning refers to the spacing between letters. It’s ideal to keep kerning just right, so text won’t look constricted and too narrow. It's often confused with Tracking,which is more focused on the spacing of the entire word. Once the right kerning is determined, tracking helps polish how the word would look by fixing the spacing, considering what type (or font) is used.

Leading, on the other hand, is the vertical spacing between characters. Without all these, words can look too crowded and unappealing to read.

Another part of typography would be Alignment. Keeping your copy in a certain alignment gives it a distinct feel, and can also give your copy different feelings. When you see a copy that’s center-aligned, doesn’t it subtly tell you to give it attention?

“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.”
David Ogilvy

Brand voice

You may have the right words and the right way to design them, but not knowing how to build them in your own way can make or break your client communications. Here is where having a brand voice proves useful, because on top of having your own way of addressing your audience, it can also serve as your brand’s seal of authenticity.

Your brand voice, no matter what style, should be heavily influenced by your values. Are you product-centric? Customer-centric? Are you looking to just reach clients, or connect with them? Upon determining your goal, next would be choosing your style.

Do you want to sound approachable? High-end? Fun? There are multiple ways to communicate to your audience.

You can use friendly words and tones such as:
• We’re here for all your needs
• This product is made just for you
• Convenience at your fingertips

Or you can make it sound more fun:
• Never miss out!
• You didn’t know you were looking for our product, until we found you!

Then, there’s also the option to sound luxurious:
• Everything you need, right here.
• Life at your fullest with our product.

So many options to choose from! But if you’re still undecided and you think you need inspiration, here’s a ❗pro-tip from us. Check out https://brandingstyleguides.com/!

We’d like to leave you with a challenge: Visit the social media pages of your favorite clothing, food, or gadget brand. Most of their posts, while different in nature and copy, have a specific tone to them, allowing readers to recognize them easily.

What you say matters, but how you say it takes the meaning to another level. Let’s set a standard for your business.

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