In developing a brand voice, many organisations make use of tonal values. This helps you work the different aspects of your brand’s promise into your writing.
You might want to be seen as experts in your domain, for example, but you also want your users to know you take customer service seriously.
So having a tonal value like ‘authoritative’ alongside another value such as ‘helpful’ can help you capture and project these different nuances in your comms.
Values enable you to flex your voice for different channels, audiences and message types. You might be a fashion-forward clothes retailer, for instance, so a tonal value like ‘inspirational’ might be an obvious choice in lots of contexts; on the other hand, when you’re explaining your returns policy, you probably want to dial up a different tonal value: ‘helpful’ perhaps, or ‘straightforward’.