Years ago I first heard the term “copy voice” as in “the copywriter wrote this catalog in the voice of Eddie Bauer.” Since then I have heard of it in reference to Harry and David, The Nature Company, and so on. They all have their own copy voices, and it’s an essential part of their brand identity.
Branding goes beyond just your logo. It’s the sounds, how your employees treat your customers, the aromas wafting through the store, the soft (or harsh) lighting…think of standing in your favorite coffee shop and what your experience is like. Your brand is the total experience of what you stand for; this is based on what you do and not just what you say.