Brand & Positioning

Brand Voice & Messaging

Make your brand sound like one recognizable person, not a committee

12 lessons4 modules9h 30m durationbeginner level

Instructor: StretchLearn Faculty

About this course

Most brands sound interchangeable because nobody ever decided how they should sound, so every writer guesses. This course gives you the exact tools the strongest brands use to fix that, including the Nielsen Norman Group four dimensions of tone, the Mailchimp this-not-that voice chart, April Dunford's positioning inputs, a House of Cards messaging hierarchy, and Geoffrey Moore's value proposition formula, with named tools and real before-and-after examples. You will finish with a defined three-trait voice, a one-page messaging hierarchy, a tone matrix for different situations, and a complete voice and tone guide ready to hand to writers, designers, and support agents.

Curriculum

Module 1: Why Voice Is a Strategic Asset3 lessons

Voice Versus Tone, and Why the Difference MattersPreview45m
The Business Case: What a Consistent Voice Is Worth🔒45m
Audit How You Sound Today🔒45m

Module 2: Define a Distinct Voice3 lessons

The Four Dimensions of Tone of Voice🔒50m
Pick Three Ownable Voice Traits🔒50m
The This-Not-That Voice Chart🔒45m

Module 3: Build the Messaging Hierarchy3 lessons

Write a Value Proposition That Earns Attention🔒50m
Structure Messages With the House of Cards🔒50m
Tagline, Boilerplate, and the Message Map🔒45m

Module 4: Apply, Codify, and Govern the Voice3 lessons

Build a Tone Matrix for Different Situations🔒50m
Write the Voice and Tone Guide🔒50m
Roll Out, Govern, and Measure the Voice🔒45m