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Communication / 4 min read / journal
A voice with range
Consistency does not mean saying the same thing every time.
The thinking behind it
A brand voice needs recognisable character, but also range. A launch announcement, a service response and a live event demand different rhythms.
Start with the underlying principles: what the brand believes, how it speaks and what it will not say.
With those principles in place, communication can adapt to its audience without becoming unrecognisable.