Developing a brand voice is incredibly important. You need to be able to articulate the personality in a clear way - why does this word or trait reflect the brand, and how does that translate into a tone of voice? You need to create rules that are easy to put into practice and easy to explain, especially to people who work outside the brand team. It's no use having buzz words and developing a brand personality if no one can understand how and why that translates into communications and tone of voice.

In 2018/2019, Virgin Atlantic had a bit of a creative shake up to its look and feel, dabbling in the pink and quirky. Creating a new set of brand guidelines meant there was also an opportunity to take a fresh look at the tone of voice guidelines. Then in 2020/2021, Virgin Atlantic adopted a new set of brand pillars. This presented another opportunity to revamp and refresh the TOV guidelines.

You can download the full guidelines by clicking on the images below.