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All marketers are aware that having a clear, consistent brand voice across communications is important. But little is said when it comes to actually HOW you can create that voice.
First, know the difference between voice and tone.
The two, though similar, aren’t as interchangeable as you would think. Your brand’s voice is the “who,” its personality and attributes. Its tone is the “what”, the mood and orientation it wants to express. Think of tone as a subset of voice, and the word choice you’ll use to connect with consumers. Your voice should stay consistent over time while tone evolves according to when and where you use it.
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