Brand voice and tone

Maintain a consistent brand voice and tone to build trust and recognition for our audience. Brand Voice: Reflects the personality and values of the brand, Brand Tone: Tone adapts based on the context.

What do we want someone to feel after a Starburst content experience?

• Understood (“They get my pain points and know my industry.”)
• Trusting (Starburst is a legitimate source of valuable information.”)
• Informed (“I didn’t know that” or “I learned more about something I care about .”)
• Intrigued (“I wonder what else I can find out, learn or need to know.”)
• Inspired (“This is exactly the solution I’ve been looking for!”)
• Hopeful (“This excites me about the potential.”)

How do we want our tone to be understood across Starburst content experiences?

• Down-to-earth
• Data-driven and people-driven
• Technology and business fluent without being either pompous or sales-y
• Concise, yet thorough (i.e. not wordy - can it be said in less words?)
• Forward-thinking
• Trusting (“Starburst is a legitimate source of valuable information.”)
• Small hints of humor