Voice and tone both depend on an organisation’s brand identity.
Brand Identity encompasses all the visual and verbal elements that represent a brand, including its logo, colour scheme, typography, and voice. It shapes how a brand is perceived by its audiences, and should reflect its values, mission, commitment to social & environmental responsibility. Identity determines a brand’s discourse and relies on expertise to strengthen its reputation with the general public.
Voice vs Tones
Voice defines the distinct personality and style a brand projects across all touchpoints. It reflects the company's values, mission, and identity. Ensuring consistency, it remains steady over time in all its communications, projecting the brand's unique reputation.
Tones are voice variations depending on the context, audience, medium, and other criteria. They cover the voice’s scope of emotional inflections applied specific situations.
How does it work?
Elia Group's voice is always clear, consistent, and trustworthy, but will use different tones in different situations:
- When addressing technical experts, the tone is professional and precise.
- When communicating with the general public, the tone is informative and accessible.
There are many other tone variations the Elia Group voice can adopt, but that’s a story for another tab.