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Often, the way a brand believes it represents itself, aka its “voice,” is not in line with the perception that its customers have of the brand. The personality that is infused into a brand’s communications is often counter to the message the brand is trying to get across, such as when a brand infers that it truly cares about its customers but comes across as only caring about profit. Getting these two areas in alignment is key for marketing success. Brand Voice Is the Personality of the Brand Whenever a brand publicly makes a statement, posts on social media, sends an email, responds to a customer service ticket, posts a blog, participates in a webinar, or communicates in any way with a customer, employee, supplier, another business, or the community, it is using and sharing its brand voice. Just as with people, each of us gets to know the personalities of one another by interacting and communicating.

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