Tone of Voice

I've worked for several brands developing tone of voice. Before you start a lot of questions have to be asked:

Positioning

Where you want your brand to be in the mind of your target audience.

Proposition

A promise of its benefits to your customers.

Mission

What you do now.

Vision

A desired and possible future.

Values

What you stand for.

Culture

What it’s like to work for and with you.

Audience

Who are you talking to and what's the best way to communicate.