Like people, brands have voices. Sometimes those voices can be serious, sometimes cheeky. Regardless of tone, all brand voices should have one thing in common: consistency.

Good brands have a singular voice. Within that, they need flexibility, in the same way a person might speak differently in their work environment than in conversation at the pub on a Friday night. Same person, same voice, but they have the ability to dial up and down different elements of their personality.

Read the rest of this article at Marketing Association.

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