A common fear among founders is that having a consistent brand voice means saying the exact same thing, in the exact same way, everywhere.
This is incorrect. That is not consistency; that is monotony.
You do not speak to your grandmother the same way you speak to your drinking buddies. You are the same person. You have the same values. But you adjust your tone for the context.
Your brand must do the same.
The Concept of Volume Dials
Think of your brand personality traits as sliders on a mixing board. You never change the board, but you adjust the levels based on the room you are in.
Let’s say your core traits are: Intelligent, Witty, Direct.
On LinkedIn:
- Intelligent: 10/10. (Lead with insights, data, and professional analysis).
- Witty: 3/10. (A subtle dry comment or a clever hook).
- Direct: 8/10. (Get to the point).
On Instagram:
- Intelligent: 5/10. (Visual insights, bite-sized tips).
- Witty: 9/10. (Memes, cultural references, behind-the-scenes humor).
- Direct: 6/10. (Short captions).
In a Crisis Email:
- Intelligent: 8/10. (Explain the solution clearly).
- Witty: 0/10. (Absolutely no jokes).
- Direct: 10/10. (Clarity is kindness).
The core identity remains. You are still Intelligent, Witty, and Direct. But the mix changes.
Respecting the Native Tongue
Every platform has a native language. If you ignore it, you look like a tourist.
- LinkedIn favors structure. It likes line breaks. It rewards personal stories tied to business lessons.
- Instagram is visual. The caption supports the image. It allows for more emotion and aesthetic appreciation.
- Website/Landing Pages are functional. They require absolute clarity. The goal is conversion, not entertainment.
The Red Thread
So, what stays the same?
1. Your Values. You never support something on TikTok that you would condemn in a white paper. Your stance on issues remains fixed.
2. Your "Why". The reason you exist does not change. Your mission to help X do Y is the constant drumbeat.
3. Your Quality Standards. You do not produce sloppy content for social media just because it is ephemeral. Typos are forbidden everywhere. Design standards apply everywhere.
Trust Comes from coherence
Customers are smart. They look at your LinkedIn. They visit your website. They scroll your Instagram.
If they see three different personalities, they get confused. Confusion kills conversion.
But if they see one personality that knows how to dress for the occasion, they see competence. They see a brand that understands its audience and respects the medium.
Adaptation is a strength. Be rigid on who you are. Be flexible on how you say it.
