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

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).

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.