1. Character/Persona
Who is the brand if it were a person?
(e.g., The wise mentor, the energetic coach, the rebellious innovator)
2. Tone
What is the underlying vibe?
(e.g., Professional but approachable, witty, serious, empathetic)
3. Language
What kind of words do you use?
(e.g., Simple and direct, jargon-heavy, slang, formal)
4. Purpose
Why are you communicating?
(e.g., To educate, to entertain, to inspire action)