HANDSHAKE BRAND GUIDELINES 2021 10 Messaging Establishing a singular brand voice is a necessary first step in crafting our brand messaging. Determining and understanding the intended audience helps dictate tone. Voice vs Tone You have one voice, but your tone changes. You might use one tone when you’re out to dinner with your closest friends, and a different tone with the hiring manager interviewing you for a new job. Your tone also changes depending on the emotional state of the person you’re addressing. You wouldn’t want to use the same tone of voice with someone who’s scared or upset as you would with someone who’s laughing. The same is true for Handshake. Our voice doesn’t change much from day to day, but our tone changes depending on our audience and what we’re communicating.