Brand voice journey for B2B companies
Your company already has a voice. We bring it into focus.
Brand voice is the journey where Parklab listens to how your company speaks and writes that voice into a working document. It is built on a guided interview with your team and on the materials you have already published. The document becomes the reference for anyone who writes for you.
Your voice lives in the people who talk to customers.
Whoever answers a request for quotation knows which words sound like yours, what technical level an engineer expects, which examples convince a purchasing office. It is a real skill, passed on through practice and side-by-side work.
The Brand voice journey gathers that skill and puts it in writing. What today passes from person to person becomes an asset: someone joining the company reads it before writing, an external supplier receives it and knows what tone to keep.
Three phases, from preparation to document.
Preparation
Before the call we read your public materials: website, social pages, documents, recent content. We arrive with a summary of how you communicate today and with an interview outline built on those materials.
Interview
A video call of about 60 minutes with the people who know your company. We hold the thread of the questions, your team focuses on the answers.
Document
Your words become the first version. We hand it over as a draft to review: the document is refined over several rounds. With each pass the level of certainty rises and the open questions shrink.
We define the scope before we begin. Then the document is calibrated with you, at the pace you set.
Five blocks, sixty minutes.
The questions are prompts for a conversation. At the end of each block we tell you what we understood, so you confirm it on the spot.
Who you really are, the concrete difference that makes a customer choose you, and the labels you keep at a distance. The “we are not” count as much as the “we are”: they draw the boundary.
Who you speak to: verticals, first contact and final decision-maker, customer size, recurring challenges, geography and working languages.
Where you sit on four axes – formal and conversational, technical and accessible, rational and emotional, reserved and outspoken – and the mix of archetypes that resembles you. This is the central block.
The signal words that feel like yours, the ones you avoid, how you handle loanwords and foreign terms, how formal your address is, how much jargon and how many acronyms your reader expects.
The content that represents you best today, how the voice shifts across channels, the formats you need most. From here we calibrate the examples in the document.
A working document, in several sections.
The reference to keep open while you write. Every section rests on your words from the call and on your materials.
Brand essence in three sentences, mission and working values, competitive positioning with the explicit “we are not”, audience with its levels of contact.
Your position on each axis, the editorial philosophy in one line, and the registers with which the same voice changes pace across website, LinkedIn and email.
Flag lexicon and toxic lexicon, rules for loanwords and foreign terms, pronoun and address, jargon and acronyms. Then an example rewritten in voice for each of your priority channels, and the do’s and don’ts for quick decisions.
The document also carries the level of certainty section by section and the questions still open: you know what is solid and what is worth bringing into focus in the next round.
The document comes from your words.
The frameworks we use – the four axes, the archetypes, the matrix – are a neutral grid: your words fill it. The content comes entirely from the call and from your materials.
When we infer a trait by deduction, we flag it as a hypothesis and lower its level of certainty, so you confirm or correct it in the next round. The document stays yours, line by line.
The questions we get asked most often.
How long does the journey take?
The interview is a video call of about 60 minutes. The first version of the document arrives after the call, and from there it is refined over several rounds of review. We set the pace around your availability.
Who should take part in the interview?
The people who know your company and its words: whoever leads it, whoever handles marketing and communication, whoever stands in front of customers. A few people are enough, as long as they are the right ones.
What is the difference between brand voice and brand identity?
Brand identity is about how you show yourself: naming, visual system, brand image. Brand voice is about how you sound when you speak and when you write. If you want the bigger picture, you will find it in our guide to brand identity.
Are brand voice and tone of voice the same thing?
In our method the voice is one and stays yours on every channel; the tone is the step with which that voice moves from one channel to the next. The journey brings both into focus: the four axes of tone sit inside the document. On tone of voice as a topic, we have a dedicated article.
Who uses the document?
Whoever writes for you: the internal team, new joiners, external suppliers. It is made for quick reference: the matrix and the do’s and don’ts are there for that.
Is it needed before working with AI?
It helps a lot. A written, canonical voice is the first building block of working with AI: the tools start from an explicit reference, and every draft is measured against it.
What languages do you work in?
The journey is run in Italian. The document is adapted to other languages at a later stage: the adaptation keeps the voice and goes beyond literal translation, so it stays a separate piece of work.
Where do we start?
With a conversation. You tell us how you communicate today and which content you need the document for first, and we define the scope before we begin. Activities outside the scope are quoted separately.
Let’s bring your company’s voice into focus.
Tell us how your company speaks today and which content comes first. We agree on the scope and set a date for the interview.
Brand voice journey for B2B companies in technical and vertical sectors.
