A brand voice isn’t just important for major consumer brands; it’s essential for all types of professional offices as well, including legal and financial firms that generate extensive documentation. Every word matters in business communication. In reports and proposals, emails and presentations, your word choices can influence how your message is received. Writing in a consistent brand voice ensures that every piece of communication aligns with the company’s values and objectives, fostering a sense of unity and purpose among employees. This consistency is vital, as it assures clients that everyone in the office is aligned and working towards the same goal.    

When choosing a brand voice, picking the correct writing perspective is essential. You may have already experienced the dilemma of whether to address your clients using the more formal “the Company” or the more personal “we”. What impression do you want to create of your company and its services? What relationships do you aim to build with clients and other industry professionals?

   

We will explain the intricacies of different writing perspectives and which would benefit your text – and, consequently, your company – the most.

   

The first-person perspective: “I”, “we”

Use the first-person perspective if you’d like to add a personal touch to the text. This approach is becoming increasingly popular as most customers find personal writing more engaging and relatable, encouraging them to interact with the business:

First Person: “We’re here to help you find the perfect product for your needs.”

Third Person: “The company is here to help customers find the perfect product for their needs.”

Use the first-person perspective for independent research, opinions, feedback, websites, and newsletters.

   

The second-person perspective: “you”

Your publication targets the clients, so why not refer directly to them?

Using “you” adds a human touch to your words, makes you sound more active and direct, and helps you connect to the clients. Your clients will feel more engaged, encouraging them to act on your words:

Second Person: “You’re in control of your financial future.”

Third Person: “The company’s clients are in control of their financial future.”

Use the second-person perspective for emails and marketing.

   

The third-person perspective: “he”, “she”, “it”, “they”

Traditionally, businesses used third-person writing for its formal tone and corporate feel, highlighting their importance within the industry. However, third-person writing may distance potential clients, which is an unwelcome consequence.

Example 1: “Medi-Savings Bank is thrilled to announce the opening of its new branch in Naxxar.”

Example 2: “We are thrilled to announce the opening of our new branch in Naxxar.”

 

Compare the formality of the first sentence with the immediacy and enthusiasm of the second.

Example 1: “Medi-Savings Bank believes in providing its clients with personalised solutions.”

Example 2: “We believe in providing you with personalised solutions.”

 

While the first sentence may distance potential customers from the company, the second sentence makes them feel special by singling them out. That said, creating distance can be useful when tackling sensitive or negative issues, for example, “The organisation faced financial challenges during the last quarter.”

Use the third-person perspective for formal business writing, reports, and board papers.

 

Overall, settling on a perspective is more of a strategic than a linguistic decision. The key to choosing the right perspective is to understand your audience and the purpose of your message, ensuring that the latter resonates with your clients and fellow professionals. If the brand’s voice is professional and authoritative, the third-person perspective is more fitting. On the other hand, if the brand’s voice is fun and witty, the first- and second-person perspectives feel more authentic.

   

A strong brand voice creates a cohesive and professional image that can differentiate your business from competitors. It builds trust, enhances your brand's credibility, and strengthens client relationships by ensuring that every interaction reflects your company’s identity. Whether it’s client reports, emails, or internal communications, make sure you use a unified voice so your company’s texts are clear and impactful.