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let’s clarify what I mean when I talk about your brand’s “tone” and “voice.” Although they’re related, these concepts mean separate things. Your brand’s tone defines how you want to communicate. Your tone can fluctuate. You might be playful and funny on TikTok and more serious and informative in webinars. It’s a good idea to decide what tone you want to hit for each type of content you create. If you’re stuck, go back to the audience and the purpose of each piece of content. Your brand’s voice shouldn’t change from one platform to another. It represents your brand’s personality and includes everything that makes you unique. People should have the same experience whether they are reading your website, downloading a white paper, or reading an email from your sales team. You have a personal tone and voice, even if you have never thought about it. Your unique voice comes across no matter whom you talk to.
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Kate Williams (Becoming a Click Magnet: A Content Creation Guide for Small Businesses)