The Brand Voice is how the character of your brand – your Corporate Identity – is communicated through the words you use and the text you write – the content and style of textual and verbal communications. You can think of it as your visual identity in words rather than pictures.
The main objective of managing all aspects of your brand, including its tone of voice, is to achieve a cohesive message through all your communications, both inside and outside your organisation. Consequently, it is important to ensure that the content of all textual and verbal communication has a consistent look and feel that is aligned with your Visual Identity in order to ensure a consistent brand message.
Giving a brand or company a proper ‘voice’ gives an impression of solidity, trustworthiness and honesty. Conversely, inconsistent tone of voice gives a dissonant, self-contradictory impression that readers can find discomfiting. As in normal life, we find it reassuring when people stay more or less the same over time – if their style of communication changes radically from one day to the next, we might trust them less.