How a Brand Voice Guide Saved a Tech Company From Irrelevance

In this episode of The Branding Podcast, Lucas and Luna explore the untold story of how a struggling enterprise software company rebuilt its identity through a brand voice guide. They walk through the case of InVision, a design collaboration platform that in 2018 faced a crisis of relevance as competitors like Figma surged ahead. Beyond a visual refresh, InVision's leadership invested in a comprehensive voice and tone framework that redefined every customer touchpoint. Lucas breaks down the specific guidelines that turned the company's reputation around, focusing on the shift from jargon-laden corporate speak to empathetic, human-centric language. Luna challenges whether a voice guide alone can save a brand when product fundamentals lag. The episode offers concrete takeaways for marketers and founders on how to audit their own brand voice and use it as a strategic lever. Hosts Lucas and Luna bring their signature mix of data and real-world examples, making this episode a must-listen for anyone interested in the intersection of language and brand identity. #BrandVoice #VoiceGuide #InVision #Figma #Branding #Marketing #Podcast #Fexingo #BrandIdentity #ToneOfVoice #TechBranding #EnterpriseSoftware #DesignTools #CustomerExperience #BrandStrategy #Copywriting #UXWriting #FexingoBusiness #BusinessPodcast #LucasAndLuna Keep every episode free: buymeacoffee.com/fexingo