Tone of voice
Brand
It's not just the way a brand looks and feels that can determine its success — how it reads matters too. Defining tone of voice helps ensure these words are aligned with the overall brand and help people across larger teams stay consistent throughout the experience.
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Target audience
Understand your audience and how they like to be communicated with
Discovering how your current audience describes your brand can be incredibly valuable
Positioning
Where your tone of voice stands in the market and against competitors
Core values
What the brand values, and how that is conveyed in tone of voice
Characteristics
Qualities the tone of voice possesses that make up its personality traits
Spectrum exercises can help identify what you are and what you are not e.g. funny vs serious
Channel variations
Define tone of voice across channels (product, marketing, advertising, press) e.g. the difference in writing a humourous social media post vs a concerning email