Audience
Understand your audience and how they like to be communicated with
⭐️ Discovering how your current audience describes your brand can be incredibly valuable
Positioning
Where your tone of voice stands in the market and against competitors
Core values
What the brand values, and how that is conveyed in tone of voice
Characteristics
Qualities the tone of voice possesses that make up its personality traits
⭐️ Spectrums can help identify what you are and what you are not e.g. funny vs serious
Channels
Maintain tone of voice between all areas (product, marketing, advertising, press)
⭐️ It can still be helpful to specify differences between channels if necessary e.g. how you write a tweet vs how you start an email
