While our brand has one clear voice, the groups of people we speak to are wide and varied. The brand should contain the characteristics of the tone words, yet the degree to which the audiences feel them should vary. Putting these tone words on an equalizer allows us to illustrate dialing them up or down (these depictions are not meant to be exact settings, but rather rough guidelines). Much like a human personality, the brand voice should adapt to the audience to whom it is speaking.
