Brand voice
Brand voice is the distinct, consistent personality a brand expresses through its writing: the vocabulary, rhythm, point of view, and attitude that make its copy recognizably its own.
Brand voice is what makes a customer recognize your brand before they see the logo. It stays constant across every channel and is built from four components: vocabulary (the words you use and ban), rhythm (sentence length and cadence), point of view (how much you say "you" vs "we"), and attitude (the emotional posture underneath the words).
A strong, consistent voice builds recognition and trust, and it differentiates you when products look interchangeable. It is one of the few advantages a competitor can't copy.
For the full picture, read what is brand voice and the complete guide to brand voice.