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What are some best practices for making sure brand voice and attributes come through during the product design process?

2 Answers
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesDecember 15

Offer to help write product copy. 

One, it's really fun, and a nice break from the usual. Two, it forces you to put your money where your mouth is. How would *you* guide a customer to complete a specific task? 

It's also a great way to learn your product inside and out. Potentially higher ROI than signing up for a bug bash on a regular basis. 

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Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 6

I'm not sure if this question is asking about true application of brand voice and attributes in design process - or hypothetical when conducting customer insight sessions to validate design decisions. So let's explore both!

For application of brand voice attributes in design:

  • Codify a brand guide for product use and get aligned across teams

  • Create a design system that utilizes attributes from the guide so it's embedded by default

For including these attributes within streams of customer insight sessions:

  • Use probing questions that are aligned with the spirit of the brand/voice

  • Present concepts within parameters of brand/voice guidelines

  • Replay what you've heard from the client in the spirit of brand/voice guidelines

It all starts with mutual team alignment and building the brand/voice guidelines for product. I find this step is often skipped and bandaged with assumptions/applications from content marketing guidelines. The application is a different journey stage and should be treated as such (but aligned with marketing north stars/voice & brand).

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