A good brand voice expresses the unique values and personality of your brand and company. When properly defined, it will remain consistent across all content, channels, and touchpoints.
Your tone, however, might change. Just as in real life, your brand can be excited, serious or even mad. Tone adds flavour to your voice. Together, they are an indispensable part of your brand identity.
Impact on brand perception
A tone of voice is an inherent and inseparable part of your brand. It is a big influence on how your audience sees, interacts with and perceives your brand. According to a Nielsen Norman Group report, it is a huge driver of building familiarity, credibility, trust and professionalism towards consumers. Also, in the age of content, a unique take will help you differentiate your brand, make you stand out, inform, influence and persuade.
Brand values and personality
As your tone and voice come from your brand, this is where we start. You might have everything in place, sometimes brand fundamentals can be improved upon or still need to be developed. After the fundamentals are in place, we use your values and brand personality as a starting point for developing a tone and a voice.