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Developing your Brand Identity: Identifying the Tonal Values and Voice

Discover how your brand sounds.

Tonal values are qualities that make up a brand’s tone of voice, describing how the brand sounds. This may include examples such as friendly, sophisticated, serious or knowledgeable.

A brand’s voice is the way the brand communicates with its audience. This describes the personality aspects, and may be expressed through specific usage of words, phrases or images a brand uses.

Tone of voice should be consistent across all channels to help build brand identity and ensure the connection with customers is there.


Think about:

  • What are your brand’s core values?
  • Who is your target audience?
  • What do they need or want?


Read more on finding your Tone of Voice

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