Tone of Voice – Version 1

The Brillo Tone of Voice is calming. It’s comforting. It’s warm and welcoming.

There’s no problem too big, and no worry too small. It’s always there to lend a guiding hand, and help you through the toughest messes—because it’s been there before.

It leads you through, step-by-step, at just the right pace. Never judges. Never talks down.

It’s curious, yet knowledgeable. It quietly ponders questions, and always seems to come up with the answer.

It’s the best friend you turn to when you need helpful advice, or the aunt you call when you’re not sure where to start.

It’s open, honest, and on the level.

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This first version was very down-to-earth and approachable. It hit many of the right notes, but just felt too casual for the brand. So I tried something more serious, yet caring.

Tone of Voice – Version 2

Brillo’s Tone of Voice is that of a trusted advisor.It’s a professional relationship—but not without a personal touch.

It’s where you look to for advice,where you go when you’re lost,and where you turn when you’re looking for the right path.

It leads you through, step-by-step, at just the right pace. It never judges, and never talks down.It’s open, honest, and on the level.

It’s thoughtful and helpful, but never patronizing.Practical and pragmatic, but never demeaning.Its patience is unending, and its attention is undivided.

It gives you the tools you need, the knowledge to use them, and just enough of a push to send you off in the right direction.

It’s a teacher, a mentor, a calm voice in the chaos of a messy home.

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This is my favorite version. It ringsthe truest, to me—but branding is a team sport!

The words here have a rhythm, like a poem or a song. Treating them as such is one of my preferred approaches to brand copy. The poetic flow gives the words more power, and causes the reader to slow and take their time. This approach also helps eliminate unneeded words and facilitates readability. These pieces are often read aloud in front of clients, and it helps if they’re approachable and roll off the tongue.

Tone of Voice – Version 3

What do you need?I think I can help. I’ve got a wealth of experience.

I can be your go-to source for tackling any challenge.I try to always be honest and compassionate—what good is advice otherwise?I’ll walk you through, step-by-step, no matter what the problem is.

I’ll never judge, and never talk down to you.I promise to be thoughtful and supportive—but never patronizing.I’ll be practical and pragmatic—but never shy away from new ideas.

Let me give you the tools and show you how to use them.All you need is a little push in the right direction.Just let me know what I can do—you have my undivided attention.

I’m Brillo—and together, we can achieve brilliance.

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It was suggested that a first-person perspective may help bridge the gap between the overly-casual first version, and the more poetic second.

In my view, it didn’t feel authentic. The new perspective felt braggadocios.

This brand should be someone you talk about, not one who talks about themself.

Tone of Voice – Version 4

The Brillo tone of voice is authentic and sincere. She offers advice in a warm and simple manner, using her wealth of knowledge and experience to support and empower. She’s your go-to source for simple, step-by-step guidance.

She’s thoughtful, straightforward, and helpful—but never patronizing.Practical and pragmatic—but never shies away from new thinking.She’s honest, open, and compassionate—and able to recognize when you need a little push in the right direction.

I’m Brillo—your trusted advisor and confidant—and together, we will achieve brilliance.

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In this final version, we moved more so away from the poetic, and more into the prose. It had enough of the previous versions to maintain a rhythm, but felt more grounded.

We continued to try and personalize by giving the voice a gender.

The Client Lead had pushed for a male voice, but I countered, suggesting a female voice felt more encouraging, trusting, and honest. We looked at it both ways, and she agreed.