brand voice
The consistent personality and style a brand uses in its words, across all channels.
Definition
Brand voice describes how a brand sounds: formal or casual, playful or serious, technical or plain. It remains consistent while tone adapts to the situation, for example lighter in a social post and more careful in an apology. A voice guide gives principles, examples of do and do not, vocabulary choices and sample phrases. It helps agencies, freelancers and staff write consistently. It works only when it reflects the company's real character. Include a few before-and-after rewrites in the guide, which teach writers more quickly than a list of adjectives.
In a sentence
The voice guide asked writers to use plain words and short sentences.
Customer service replies followed the same brand voice as the website.
