Tone of voice
DefinitionBrand & Creativity
Tone of voice
The consistent verbal character of a brand - vocabulary, rhythm, attitude, what it jokes about and what it never says. A distinctive asset made of words: held consistently, the audience recognises the brand before seeing the logo.
Evidence from the library
Keeping an iconic voice's tone, pacing and character consistent across languages is a brand requirement for AI dubbing at scale.PrincipleDistinctive brand assets are Clear, Consistent and CommunicativePrincipleDifferent researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.Warninglogo 1.0 vs sonic 2.3Sonic assets and brand characters build distinctiveness more than logos or celebritiesStatHaving a sonic identity is just one asset; a sonic strategy is what threads brand personality through every audio touchpoint in the business.Principle
Source
Marketing Definitions
standard brand identity practice
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