Brand voice
The consistent personality and tone a brand writes with, so its posts sound like the same company wherever they appear.
A brand voice is usually described in a few words, such as warm, direct and a little funny, with examples of what that sounds like and what it doesn't. It lets several people write posts without the account sounding like several people.
The voice stays the same across networks while the tone shifts: a little more formal on LinkedIn, lighter on TikTok. Writing it down matters most once a second person starts posting.
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