Voice.

We talk about it, we twist ourselves in knots getting it right, and we fail to stay consistent with it. But it’s one of the most important things to do well.

Finding our brand voice and sticking to it can be challenging. But doing so matters, because it is the personification of our brand with media and our audiences. A good voice makes us memorable, reliable, and credible, and lets everyone know what they can expect from us, who we are, and what we have to offer.

Not to be confused with tone, voice is the consistent part of our personality when we communicate and one of the essential ways we keep our brand familiar.

Voice influences the way our actions are perceived, and it’s the thing that doesn’t change. It’s the words we use and don’t use, it’s the accessibility or density of our messaging, and it’s the values we espouse.

Tone, on the other hand, isn’t strictly consistent and is an element of our voice. Whether we’re putting out a press release, sharing a report with media, making an exciting announcement, or advancing a call to action, tone is malleable. It changes based on the nature of the situation – the urgency, the severity, the formality.

Voice is who we are. Tone is how we approach what’s happening now.

In a way, this makes tone easier. Because tone can change based on the circumstances, you don’t need to nail it down once and for all. Every day, in each new situation, you’re given a chance to figure it out all over again, experiment, and get it right.

But voice forces you to commit to consistency. The way you employ language, the principles that inform your tone, and the ways you communicate your brand’s values can’t change from one day to the next.

And because voice doesn’t change all the time, finding the right one will have a lasting, positive impact on your communications.

Which is why it’s important to find your voice and know how to use it across different communications and to achieve different objectives. You should be able to describe your organization’s voice in a way that’s easy to understand, easy to deliver, and easy to recognize.

And the way many brands do this is by having a voice that’s one thing above all else – unapologetic.

Unapologetic is the middle ground that many brands leverage because it’s a voice that works so well in so many situations. It’s pointed instead of petulant; it’s assured instead of arrogant; it’s credible instead of cursory.

You can see unapologetic in action with brands you already know.

Wendy’s is perhaps the most well-known example, with its sharp, loveable snark that makes you laugh, makes you think, and encourages you to see the brand as more than fast food.

And then there’s Wealthsimple, with its accessible, personable approach to investing and its push for honest, candid discussions about money through its famous Investing for Humans campaign. Wealthsimple knows how to build trust.

Another great example is Dyson – whether they’re selling you a vacuum with lazers, an overengineered hair straightener, or an air purifier that’s been tested like no other, they are unapologetically serious, passionate and thorough about everything they do. They leave you doubtless of their primacy.

These brands don’t demand attention, they command it. There’s no desperation in their attempt to draw you in – just consistently unique and engaging communications that display earned confidence – confidence for which there is no apology.

Unapologetic brands don’t shy away from taking risks, but they also stay in their lane and don’t wander into the wrong territory. They challenge the status quo while remaining charming, true to themselves, and advancing the conversation with credibility. And in doing so, they elevate their brands beyond the service or products they sell by understanding their audience and being relatable.

Unapologetic has many forms – it can be quirky or professional, serious or ridiculous. But it’s always self-aware, self-confident, and it never feels the need to explain itself. It’s effective because it gives modern, astute audiences what they crave and that which is in such low supply – authenticity, creativity, and utility.

Unapologetic messaging feels real, it feels new, and it feels valuable.

And it’s worth consideration at your next brand review.