UI Concepts Framework · CHAPTER 3 OF 8

Brand persona, voice, and tone

Step 2 Define the Brand Persona

Define What the Software Should Feel Like

Before choosing colours, typography, components, or illustrations, define the personality the software should communicate.

This brand persona becomes the foundation for both UI concepts.

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Define What the Software Should Feel Like

Before choosing colours, typography, components, or illustrations, define the personality the software should communicate.

This brand persona becomes the foundation for both UI concepts.

Upslide UI

Home

Dashboard

Projects

Tasks

Reporting

Users

Support

Settings

New features available!

Check out the new dashboard view. Pages now load faster.

Dismiss

What’s new?

Dashboard

12 months

30 days

7 days

24 hours

Filters

MRR

18,880

7.4%

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total members

4,862

9.2%

Paid members

2,671

6.6%

Email open rate

82%

8.1%

Start creating content

Create your first member

Add yourself or import from CSV

Create a new post

Dive into the editor and start creating

Begin With the Brand Guidelines

Study the company’s brand guidelines in detail, including:

Visual language

Brand colours

Communication style

Imagery

Typography

Logo

Brand positioning

The UI should feel connected to everything else the company represents.

Begin With the Brand Guidelines

Study the company’s brand guidelines in detail, including:

Visual language

Brand colours

Communication style

Imagery

Typography

Logo

Brand positioning

The UI should feel connected to everything else the company represents.

Brand Misalignment Creates Disconnection

A Good-Looking UI Can Still Feel Like the Wrong Product

If the visual direction does not follow the brand, the software may feel disconnected from the company’s website, communication, services, and overall identity.

Brand Misalignment Creates Disconnection

A Good-Looking UI Can Still Feel Like the Wrong Product

If the visual direction does not follow the brand, the software may feel disconnected from the company’s website, communication, services, and overall identity.

What Is a Brand Persona?

A brand persona defines the characteristics, tone and voice the software should reflect. It helps translate the company’s brand into practical UI and UX decisions.

Characteristics

Tone

Voice

A brand persona defines:

What Is a Brand Persona?

A brand persona defines the characteristics, tone and voice the software should reflect. It helps translate the company’s brand into practical UI and UX decisions.

Characteristics

Tone

Voice

A brand persona defines:

Use a Brand Personality Matrix

Select the Traits That Best Represent the Brand. A brand personality matrix contains different characteristics that can be used to describe the company and product. Select a maximum of six traits that best communicate how the software should look, feel, and behave.

Trustworthy

Creative

Smart and Interlligent

Fun/Festive

Humorous

Bold

Approachable

Caring

Sexy

Innovative

Helpful

Funny

Cool/Hip

Modest

Powerful

Knowledgable

Professional

Simple

Happy

Quirky

Brand Persona Matrix

Use a Brand Personality Matrix

Trustworthy

Creative

Smart and Interlligent

Fun/Festive

Humorous

Bold

Approachable

Caring

Sexy

Innovative

Helpful

Funny

Cool/Hip

Modest

Powerful

Knowledgable

Professional

Simple

Happy

Quirky

Brand Persona Matrix

Do Not Select Traits Randomly

The product’s purpose

The industry

The users

The context of use

The company’s positioning

The experience users need

The selected personality traits should reflect:

Choose traits because they support the product, not simply because they sound attractive.

Do Not Select Traits Randomly

Choose traits because they support the product, not simply because they sound attractive.

The selected personality traits should reflect:

The product’s purpose

The industry

The users

The context of use

The company’s positioning

The experience users need

Example

FlytBase Disaster-Management Software

Example

FlytBase Disaster-Management Software

Understand the Product Context

The software is used during serious, time-sensitive, and potentially high-risk situations.

Monitor affected areas

Gather information through drones

Analyse critical situations

Coordinate immediate action

FlytBase helps disaster-management teams:

Understand the Product Context

The software is used during serious, time-sensitive, and potentially high-risk situations.

FlytBase helps disaster-management teams:

Monitor affected areas

Gather information through drones

Analyse critical situations

Coordinate immediate action

Trustworthy

Innovative

Smart and intelligent

Sophisticated

Helpful

Professional

These traits align with the software’s operational purpose and emergency-use context.

The Product Should Feel:

FlytBase Brand Persona

Trustworthy

Innovative

Smart and intelligent

Sophisticated

Helpful

Professional

These traits align with the software’s operational purpose and emergency-use context.

The Product Should Feel:

Not Every Attractive Personality Fits Every Product

A playful, humorous, or overly casual interface may work for an entertainment application.

But the same characteristics would create a complete mismatch in software used for disaster management and emergency response.

Not Every Attractive Personality Fits Every Product

A playful, humorous, or overly casual interface may work for an entertainment application.

But the same characteristics would create a complete mismatch in software used for disaster management and emergency response.

Playful

Enjoying

Casual

Entertain

Humorous

Joyful

Cool

Not Every Attractive Personality Fits Every Product

A playful, humorous, or overly casual interface may work for an entertainment application.

But the same characteristics would create a complete mismatch in software used for disaster management and emergency response.

Playful

Enjoying

Casual

Entertain

Humorous

Joyful

Cool

A playful, humorous, or overly casual interface may work for an entertainment application.

But the same characteristics would create a complete mismatch in software used for disaster management and emergency response.

Translate Personality Into the UI

The persona should be visible across the complete product—not limited to one screen.

Iconography

Illustrations

UI components

Interaction states

Layout and composition

Typography

Colour system

UX copy

Overall visual style

The selected traits should influence:

Translate Personality Into the UI

The persona should be visible across the complete product—not limited to one screen.

The selected traits should influence:

Iconography

Illustrations

UI components

Interaction states

Layout and composition

Typography

Colour system

UX copy

Overall visual style

Define the Brand Voice and Tone

Personality Is Not Only Visual

The brand persona also influences how the product communicates.

Warnings

Instructions

UX Copy

System responses

Errors

Notifications

Brand persona responses should feel consistent with the visual experience.

Personality Is Not Only Visual

The brand persona also influences how the product communicates.

Warnings

Instructions

UX Copy

System responses

Errors

Notifications

Brand persona responses should feel consistent with the visual experience.

Voice and Tone Are Different

Brand voice stays consistent across the product, while brand tone adapts to the situation, context, and audience.

Brand Voice

The consistent personality and communication style the brand uses throughout the product.

Brand Tone

How that voice changes depending on the situation, context, or audience.

Voice and Tone Are Different

Brand voice stays consistent across the product, while brand tone adapts to the situation, context, and audience.

Brand Voice

The consistent personality and communication style the brand uses throughout the product.

Brand Tone

How that voice changes depending on the situation, context, or audience.

FlytBase Brand Voice

The Brand Voice Should Feel:

Precise
Professional
Knowledgeable
Calm

It should communicate with confidence rather than urgency, and with clarity rather than complexity.

FlytBase Brand Voice

The Brand Voice Should Feel:

Precise
Professional
Knowledgeable
Calm

It should communicate with confidence rather than urgency, and with clarity rather than complexity.

FlytBase Brand Tone

The tone should adapt based on the situation.

It may need to be:

Directive
Reassuring
Supportive
Neutral

The voice remains consistent, while the tone changes according to what the user is experiencing.

FlytBase Brand Tone

The tone should adapt based on the situation.

It may need to be:

Directive
Reassuring
Supportive
Neutral

The voice remains consistent, while the tone changes according to what the user is experiencing.

Why Voice and Tone Matter

Communication Is Part of the Product Experience

Poorly written copy can create confusion even when the interface is visually clear.

What has happened

How serious the situation is

What action is required

Whether the software is stable

What users should do next

Voice and tone help users understand:

Why Voice and Tone Matter

Communication Is Part of the Product Experience

Poorly written copy can create confusion even when the interface is visually clear.

Voice and tone help users understand:

What has happened

How serious the situation is

What action is required

Whether the software is stable

What users should do next

Example

IoT Casa Smart-Home Application

Example

IoT Casa Smart-Home Application

Understand the Product Context

IoT Casa helps people set up, connect, and manage smart devices inside their homes.

The software should feel intelligent without becoming overly technical, complex, or intimidating.

Illustration accompanying Understand the Product Context

IOT CASA

Understand the Product Context

IoT Casa helps people set up, connect, and manage smart devices inside their homes.

The software should feel intelligent without becoming overly technical, complex, or intimidating.

IOT CASA

IoT Casa Brand Persona

The Product Should Feel:

Trustworthy
Smart and intelligent
Approachable
Helpful
Innovative
Professional

These traits help technical smart-home interactions feel simpler and more comfortable for everyday users.

Trustworthy

Creative

Smart and Interlligent

Bold

Approachable

Caring

Helpful

Funny

Innovative

Powerful

Professional

Simple

IOT Casa

IoT Casa Brand Persona

The Product Should Feel:

Trustworthy
Smart and intelligent
Approachable
Helpful
Innovative
Professional

These traits help technical smart-home interactions feel simpler and more comfortable for everyday users.

Trustworthy

Creative

Smart and Interlligent

Bold

Approachable

Caring

Helpful

Funny

Innovative

Powerful

Professional

Simple

IOT Casa

IoT Casa Brand Voice

The Brand Voice Should Feel:

Expressive
Clear
Friendly
Reliable

This makes smart-home interactions feel engaging while maintaining trust and professionalism.

IoT Casa Brand Voice

The Brand Voice Should Feel:

Expressive
Clear
Friendly
Reliable

This makes smart-home interactions feel engaging while maintaining trust and professionalism.

IoT Casa Brand Tone

The tone can be:

Enthusiastic
Supportive
Formal
Reassuring

This makes setup feel guided and engaging while keeping technical instructions clear and trustworthy.

IoT Casa Brand Tone

The tone can be:

Enthusiastic
Supportive
Formal
Reassuring

This makes setup feel guided and engaging while keeping technical instructions clear and trustworthy.

Same Process, Different Persona

Both products may use advanced technology, but their users, environments, and emotional requirements are different.

IoT Casa

Friendly

Expressive

Approachable

Reassuring

FlytBase

Calm

Precise

Professional

Directive

Same Process, Different Persona

Both products may use advanced technology, but their users, environments, and emotional requirements are different.

IoT Casa

FlytBase

Friendly

Expressive

Precise

Approachable

Professional

Reassuring

Directive

Calm

Brand Persona Checklist

The Final Check Before moving to next process

If the answer is no for even one or if there is even the tiniest bit ambiguity, the team should not proceed. Understand the context before moving further.

Have the brand guidelines been studied?

Is the product context understood?

Have a maximum of six relevant traits been selected?

Do the traits match the users and context of use?

Is the brand voice clearly defined?

Are the required tones documented?

Have you understood:

Have the brand guidelines been studied?
Is the product context understood?
Have a maximum of six relevant traits been selected?
Do the traits match the users and context of use?
Is the brand voice clearly defined?
Are the required tones documented?

Have you understood:

The Final Check Before moving to next process

If the answer is no for even one or if there is even the tiniest bit ambiguity, the team should not proceed. Understand the context before moving further.

Have the brand guidelines been studied?

Is the product context understood?

Have a maximum of six relevant traits been selected?

Do the traits match the users and context of use?

Is the brand voice clearly defined?

Are the required tones documented?

Step 2 Takeaway

A Clear Brand Persona Keeps the Product Recognisable and Consistent

It ensures that every visual and communication decision reflects the company, supports the product’s purpose, and creates the right experience for its users.

Illustration accompanying Step 2 Takeaway

Step 2 Takeaway

A Clear Brand Persona Keeps the Product Recognisable and Consistent

It ensures that every visual and communication decision reflects the company, supports the product’s purpose, and creates the right experience for its users.