Your brand voice reflects who you are. It's consistent, constant, and doesn't waver in any circumstance.

But your tone should change depending on what you are trying to convey.

Your brand voice might be upbeat and quirky. But if a customer is annoyed because of a service issue, “a cheeky email that may come across as cute in one situation may be a major turnoff in another,” points out content strategist Ahava Leibtag.

Here's an example of how Gogo Inflight maintains the same voice (fun, friendly, accessible) but adjusts its tone to handle two very different situations.

Gogo addresses how its mobile in-flight service works—with a fun, friendly voice and hyperbolic, cheeky tone (“you're about to witness the birth of the world's first wireless broadband network”):

Gogo's FAQ page keeps the friendly voice. Yet it drops the cheeky tone in favor of a helpful one (we can help!).

Gogo understands that people who visit this page are likely annoyed and frustrated by an inability to connect. In this case, cheek would only antagonize.

Your own communication tone might also change in response to world events, movements, or a public relations issue of any kind. In those situations, your tone should convey a chosen course of action with sincere honesty and empathy.

Drizly is an online liquor ordering and delivery platform—like an Uber for alcohol. Its brand voice is direct, real, and irreverent; its tone generally playful and lighthearted.

Yet, during April's Alcohol Awareness Month, the brand shifted its playful tone in an email to its list.

“As we enter Alcohol Awareness Month, we wanted to reach out and make sure all Drizly customers are aware of support resources should they ever need them for themselves or a loved one,” read the email, signed by Team Drizly.

“This probably isn't the kind of email you'd expect from us, but our purpose at Drizly is to be there when it matters.”

Drizly then shares a few resources that aim to build understanding around alcohol abuse and the stigmas associated with alcohol addiction. The first item on its resource list? A way to disable your Drizly account or intervene on behalf of a loved one.

The voice has the same real-talk vibe that matches all Drizly products. But the tone is much more empathetic and self-aware. By offering resources and recourse, Drizly owns up to any role it might inadvertently play in someone's addiction battle.

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Put yourself in the boots of your customer: What's their likely mindset when they're navigating various pages or components of your website? Of your business? When they're reading your emails or updates?

What are they feeling? Adjust your tone of communication accordingly.