The distinct personality and character a brand consistently expresses through language — whether it sounds playful or serious, formal or casual, technical or accessible — independent of the specific tone used in any single piece of content.
Why it matters
Brand voice is what makes content recognizable as coming from a specific company even without a logo attached. A consistent voice, applied across every channel and every writer, is a large part of what makes a brand feel coherent rather than like a collection of disconnected messages.
In a sentence
"Our brand voice is calm and direct, even when the tone of a specific piece needs to be urgent."
Related terms
- Often confused with: Tone of voice (voice is the consistent, underlying personality that doesn't change; tone is how that personality is expressed differently depending on context — the same brand voice can take a more serious tone in a security disclosure and a lighter tone in a product announcement).
- Synonyms: Brand personality.