Voice and Tone are not the same thing.
Voice is the unique, consistent personality or character of a brand. The voice remains relatively constant over time and across different types of communication. This is why the brand communicates.
Tone refers to the mood or emotional quality of a particular piece of communication. It can vary depending on the situation, context, or audience. Tone adjusts to fit the message being conveyed while still aligning with the brand's voice. This is how the brand communicates.
Narrative
A well-defined voice and tone allow a brand to adapt its messaging to different audiences and contexts while still maintaining its core identity. Words can inform, persuade, entertain, or inspire.
Words matter. Use them.
Words matter. Use them.
Every archetype has a distinct voice and tone, reinforcing its unique characteristics and personality traits.
Playful, humorous, and light-hearted. The tone is witty, entertaining, and irreverent.
Transformative, innovative, and mystical. The tone is enchanting, visionary, and insightful.
Adventurous, curious, and independent. The tone is enthusiastic yet introspective.
Commanding, responsible, and organized. The tone is authoritative.
Compassionate and supportive. The tone is comforting, reassuring, and empathetic.
Confident, bold, and inspiring. The tone is motivational, assertive, and courageous.
Imaginative, expressive, and artistic. The tone is inspirational, innovative, and original.
Wise, knowledgeable, and analytical. The tone is instructive and thoughtful.
Optimistic, pure, and hopeful. The tone is positive, sincere, and uplifting.
Relatable, humble, and authentic. The tone is friendly, approachable, and sincere.
Passionate, empathetic, and warm. The tone is intimate, affectionate, and sensual.
Disruptive, bold, and unconventional. The tone is provocative, daring, and defiant.
Blending
Archetypes
The magic happens when you blend them. A combination of three allows for a richer and more versatile expression of traits, making the personality more relatable and engaging. System that is consistent yet flexible. A narrative.
It looks a little something like this…
Innovative.
Intelegent.
Unconventional.
MAGICIAN | HERMIT | REBEL
The tone adapts to different contexts, becoming inspirational and mystical when introducing new ideas, bold and provocative when challenging norms, and analytical and reassuring when providing detailed guidance.
