Brand Voice

Voice vs Tone

Voice is who you are. It doesn't change. A brand that's direct and honest is always direct and honest.

Tone shifts by context. The same direct brand sounds different in a celebration (enthusiastic, warm) vs an error message (clear, reassuring) vs a legal disclaimer (precise, transparent).

Defining Voice

The Attribute Framework

Pick 3-4 attributes. For each, define what it is, what it isn't, and give examples.

## Voice Attribute: [Name]