Unpopular opinion: your 'brand voice' is just three adjectives nobody can hear.

Unpopular opinion: your 'brand voice' is just three adjectives nobody can hear.

'Friendly, professional, approachable' describes 90% of accounts and zero humans. Real voice is a list of things you'd NEVER say. It's the grudge, the inside joke, the word you've banned. Voice is built from refusals, not vibes.

If your guidelines have no enemies, you have no voice.

Fight me.