Everything brand tone of voice is (and isn’t)

A term that is often floated around the marketing industry, tone of voice is a subtle yet powerful tool for conveying brand values. Frances Martin-Isaacs of Relevance elaborates. 
When considering a brand, for many people the mind jumps immediately to the topic of brand visual identity and a logo.
The reality is that all visual branding represents and begins with a company’s values and unique selling propositions (USPs) – those USPs and differentiators that position a compa