Luxury brands often talk about tone of voice as if it’s a single setting. In reality, it’s a cast of characters, and the skill is knowing which one to bring forward, when, and why.
It made me think of Cluedo. A luxury murder mystery, played out through personality and intent. Not the clichés of “premium” or “exclusive”, but the human traits that shape how a brand actually sounds.
So, whodunnit?
The Butler; in the kitchen with “authority”
The Storyteller; in the library with “drama”
The Poet; in the study with “lyrical flair”
The Minimalist; in the secret passage with “…”
The Joker; in the lounge with “self-confidence”
The Show-off; in the billiard room with “balls”
Each one expresses luxury differently. Some brands rely heavily on one persona. Stronger brands blend them with purpose. The real trick is clarity. If your tone wanders, your message wanders with it.
If you work with high-end clients or design for premium markets, try mapping your brand voice to characters like these. It’s surprising how quickly it exposes gaps, contradictions, and opportunities.
Which persona would your brand pick up first?
