Adding character

Adding character to your voice and tone benefits your brand for two reasons. First, it makes the communication feel authentic, personalized, and like it’s from a human being — not a robot. Second, voice and tone help convey the personality of your brand.

Think of voice as a representation of personality and tone as a mood the personality takes on in a particular context. Users get to know it and develop a reciprocal relationship.

How your brand "speaks" reveals essential things about it: its corporate culture and philosophy, attitude, purpose, and goals. It should all come together to present a coherent and relatable personality.^[1]