When defining your brand voice,first consider the brand's:

Defining a brand's voice begins with understanding its core identity, which is encapsulated in its Vision, Mission, and Values. The Vision describes the brand's aspirational future, the Mission outlines its purpose and how it will achieve that vision, and the Values are the guiding principles that dictate its behavior and decisions. These foundational elements directly inform the tone, language, and personality that the brand's voice should convey to resonate authentically with its audience. Without this fundamental understanding, the brand voice would lack coherence and genuine representation. "Goals, plan, and results" are important for strategic execution and measurement, but they are outcomes and processes that flow from the core identity, rather than defining the voice itself.