The Importance of Brand Identity: How To Craft a Resonant Brand Voice

The Importance of Brand Identity: How To Craft a Resonant Brand Voice

 laura headshot blogLaura Robbins

In today’s dynamic marketplace, where consumers are bombarded with choices, establishing a distinct brand voice is paramount for standing out and building meaningful connections with your audience. Whether you’re a real estate property, a credit union, or a boutique hotel, a compelling brand identity weaves together words and emotions to convey a coherent and resonant message. 

Let’s explore the art of developing a voice that aligns with your brand’s identity and strikes a chord with your target audience.


understanding your brand’s identity.

Back up, back up, back up. Before you even begin to explore your brand’s voice, you first need to ensure you’ve established your brand’s identity. 

What values does your brand stand for? 

What sets it apart from competitors? 

What emotions do you want to evoke in your audience? 

By delving into these questions, you can uncover the essence of your brand and lay the foundation for developing a distinct voice that encapsulates its personality.

Take Threshold’s brand voice for instance. One of our corporate values is that we’re both professional and playful. That value is woven throughout our voice. We like to get the job done and do an amazing job at that, and we like to have a laugh or two along the way. A witty joke or pun is welcome – and oftentimes encouraged – in these parts. 


audience insight: listening to consumer needs.

Understanding your target audience is crucial for shaping your brand voice. Conduct thorough research to gain insights into your audience’s demographics, psychographics, and pain points. 

What language resonates with them? 

What tone elicits the desired emotional response? 

Go so far as crafting personas for your brand so you can better tailor your voice and messaging to your audience. Having this distinct persona will also allow you to quality-check your brand’s messaging as it gets put into use, ensuring what you’re saying is relevant to your target audience. 


maintaining your voice across touchpoints.

Remember that thing we said above, about quality-checking your brand voice? Yeah – it’s important

Consistency is the bedrock of a strong brand voice. Maintaining a unified voice across all marketing touchpoints reinforces your brand’s identity and fosters trust with your audience. Whether it’s your website copy, social media posts, or customer support interactions, ensure that your brand voice remains consistent in tone, style, and messaging to deepen relationships with your audience.


it’s ok to be flexible.

Yeah, ok, the odd rule is meant to be broken, is it not? While consistency is essential, it’s also important to recognize that the marketplace is constantly evolving, and consumer preferences may change over time. 

Your brand voice should be flexible enough to resonate with changing trends and audience dynamics. Continuously monitor feedback, stay attuned to cultural shifts, and be willing to adjust your brand voice accordingly to maintain relevance and resonance. 

Threshold did just that! We underwent a brand refresh in 2023 to better align our creative direction, messaging, and services to our clients and their needs. 


be yourself. 

Above all, authenticity is the core of a compelling brand voice. Consumers are attracted to brands that authentically express their values and beliefs. Be genuine, transparent, and true to your brand’s identity in every communication. Authenticity not only fosters deeper connections with your audience, but also builds loyalty and advocacy over time.


to sum it all up.

By understanding your brand’s identity, listening attentively to your audience, maintaining consistency, embracing flexibility, and embodying authenticity, you can elevate your brand above the noise and leave a lasting impression on your audience.

Remember, the marriage of words and brand identity is not just about what you say, but how you say it. Let your brand voice be what captivates, inspires, and connects with your audience.

Now that you know how essential a brand voice is, let Threshold help you craft one! We use carefully curated data to deliver positioning and messaging full of strategic potential. Our experienced team weeds out stale approaches to deliver fresh perspectives and brand guidelines that empower future asset creation. And we’ll make you go wow in the process. Promise. 

Get in touch with us today


about the author.

Laura is the brand strategist here at Threshold (so when it comes to all things branding – take her word for it). She embodies all of the best part of what creative marketing is all about, bringing life to brands across the spectrum, and highlighting all of the best aspects that a company, property, business, or any other brand has to offer its consumers.

When she’s not bringing brands to life at Threshold, Laura loves spending time with her husband, son, friends, and family – and she’s even got a little one on the way! Whether it’s spending quality time with loved ones, traveling, trying new restaurants, or working on her novel (yep – she does it all), Laura is the definition of someone who lives to get all of the best things out of life, and we love her for it.

Driving Sustainable Growth: Harnessing the Power of Eco-Conscious Web Design

Driving Sustainable Growth: Harnessing the Power of Eco-Conscious Web Design

michael headshot blog threshold marketing web design eco Michael Pratt


In the ever-evolving landscape of digital marketing, businesses are increasingly recognizing the profound impact of sustainability on their online success. Beyond mere aesthetics and functionality, sustainable web design stands as a beacon of eco-conscious innovation, promising not only higher site traffic and conversions but also a brighter, greener future. Let’s explore how prioritizing sustainability in web design can catalyze remarkable growth for businesses while championing environmental stewardship.


elevating user experience with sustainable practices.

Sustainability isn’t just about reducing carbon footprints; it’s about enhancing every aspect of the user journey. By embracing minimalist layouts, optimizing code for efficiency, and prioritizing renewable resources, sustainable web design fosters an immersive user experience that resonates deeply with eco-conscious consumers. When visitors encounter a website that reflects their values of sustainability, they’re not just browsing – they’re engaging with a brand that speaks their language.


climbing the ranks with eco-friendly optimization.

Search engines have become gatekeepers of the digital realm, and sustainability is increasingly becoming a key criterion for ranking. Websites that load quickly, adapt seamlessly across devices, and prioritize energy-efficient hosting solutions are rewarded with higher visibility in search engine results. Sustainable web design isn’t just about pleasing algorithms; it’s about forging a symbiotic relationship with the environment while ascending the ranks of digital prominence.


empowering mobile users through green innovation.

In a world where smartphones reign supreme, sustainable web design ensures that no user is left behind. By crafting mobile-responsive experiences that conserve resources and minimize energy consumption, businesses can empower users to engage with their brands anytime, anywhere. Sustainable web design isn’t just about adapting to mobile devices; it’s about empowering a mobile generation to make conscious choices that resonate with the planet.


reducing bounce rates with sustainable speed.

Every wasted second is a missed opportunity in the digital realm. Sustainable web design prioritizes speed, efficiency, and optimization to minimize bounce rates and maximize conversions. By streamlining navigation, compressing images, and leveraging caching techniques, businesses can create websites that load in the blink of an eye, captivating visitors and inspiring them to explore further.


cultivating a reputation rooted in sustainability.

In a world where brands are under constant scrutiny, sustainability isn’t just a buzzword – it’s a badge of honor. By embracing sustainable web design, businesses signal their commitment to environmental stewardship, earning the trust and loyalty of eco-conscious consumers. A website that embodies sustainability isn’t just a digital storefront; it’s a testament to a brand’s values and a beacon of inspiration for a greener tomorrow.


to wrap things up.

In the quest for digital dominance, sustainability isn’t just an afterthought – it’s the cornerstone of long-term success. By embracing eco-conscious web design practices, businesses can drive higher site traffic, boost conversions, and forge deeper connections with consumers who share their commitment to the planet. In the digital frontier of tomorrow, sustainability isn’t just an option – it’s the path to prosperity and progress.


before you go.

For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website! 

You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!


about the author.

Michael is the WordPress Designer and Developer here at Threshold.

As a seasoned UI/UX & Web Designer based in Chicago, Michael brings over six years of experience to Threshold’s creative team, creating top-notch web designs, applications, and user-friendly interfaces with marketing at the forefront.

His love for pushing boundaries and collaborating with others on new projects is matched only by his commitment to delivering outstanding work. He always takes a holistic approach to design, expertly weaving traditional techniques with the latest advancements to bring exceptional results to life.

When he’s not killing the creative game, here are some fun facts about how Michael enjoys his free time:

  1. I recently lived on the West Coast for 3 years and got to hike some of the most incredible mountains! Mount Rainier and Mount St. Helens to name a few.
  2. I studied herbalism, ayurveda, and alternative healing. Paired with basic nutrition knowledge, I’ve been able to help friends and family live a better quality of life.
  3. I did an internship as a videographer with Creature Skateboards and got to meet several professional skateboarders, filming for promos and events.
  4. I have family located in Athens, Greece and it is one of my favorite places to visit!
  5. I recently started learning Judo martial arts and it is an exciting endeavor along with my many other fitness goals!
Revolutionizing Real Estate Websites: PeakMade’s Success Story

Revolutionizing Real Estate Websites: PeakMade’s Success Story


PeakMade Real Estate came to us needing a platform that allowed for a more streamlined approach to websites across their portfolio and understood that the user journey is different across their various markets.

So we did what we do best, implementing website templates optimized for Peak’s audiences that have significantly reduced website development time and include a custom Entrata integration that converts better than any leading property management software on the market. 


when we say best, we mean it.

We wanted to not only simplify website development but also provide PeakMade’s portfolio with a marketing tool that amplified lead generation. Each template design was to be innovative, with thoughtful movement of content to engage the viewer while not overwhelming them. 


Our adaptable designs show an immediate improvement in conversion rates in the PeakMade portfolio, with lower costs to acquire leads when comparing the performance of their pay-per-click campaigns year-over-year from pre-templated Threshold websites to post. 

Claremont Collegiate Apartments in Claremont, CA. saw:

  • A 213% increase in conversion rate
  • A 65% decrease in cost per conversion

University Gateway in Los Angeles, CA. saw:

  • A 1,607% increase in conversion rate
  • An 83% decrease in cost per conversion

Impressed? See more for yourself.


a custom integration? you got it.

Up until now, Entrata’s API allowed only floor plan pricing to be pulled into websites. Threshold built a custom integration for Entrata that retrieves several data points such as property floor plan details, availability, pricing, specials, and general property promotions, leveraging automation and increasing website accuracy and sustainability. 

Our custom PeakMade templated designs and integration go far beyond the current property website capabilities, allowing property managers to:

  • Set a custom pricing label option for floor plans with the ability to customize individual floor plan specials and floor plan name options
  • Introduce a rent pricing override option for quick and easy discounted pricing updates when needed
  • Create specials and offers that automatically remove themselves from the website when they expire


What does this mean for the property management teams?

  • Information refreshes automatically
  • No more spending precious hours updating leasing information or submitting requests through Threshold
  • User-friendly back-end access to make certain edits on their own, without having to wait the standard 24-72 hour agency request turnaround time
  • Focus on leasing and know that the property’s website is accurate and up-to-date


we love results.

How fast do you need a website? Because Threshold and PeakMade launched several of these custom website templates in only 26 business days. But the results don’t stop there. 

When switching their property websites from Entrata templated designs to Threshold’s customized solution, PeakMade saw some dramatic improvements.

Taking a sample of 10 property websites from 2022-2023, the PeakMade team saw the following changes: 

  • Average time on a website increased by 33 seconds across all sites
  • An engagement rate increase of 7.74%
  • A goal conversion rate increase of 77.61%


before you go.

The 411? Using the Entrata designs and limited plugins was costing PeakMade properties conversions. Their new Threshold website templates look better than the previous property websites and provide a much-improved user experience that’s consistently resulting in better website engagement and higher lease numbers. 

Let’s propel you forward. Your place for your every marketing need, with us you can go a la carte or take all the carts. Talk to a Marketing Specialist today. 

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