What does the term 'brand voice' refer to?

The term 'brand voice' refers to the unified tone and style of brand communication. This concept encompasses the language, tone, and personality that a brand adopts in its messaging across various platforms, such as advertisements, social media, and customer interactions. A consistent brand voice helps establish a recognizable identity and fosters a connection with the audience, ensuring that the brand's message resonates with its target demographic.

In contrast, other options address different aspects of branding or marketing that do not pertain specifically to the voice. The visual style of a brand refers to its aesthetic elements, such as colors, fonts, and imagery, which are distinct from the verbal and tone aspects that brand voice encompasses. A specific marketing strategy relates to a planned approach toward achieving marketing goals, which is broader than merely the tone and style used in communication. Finally, the technical elements of a design relate to the practical skills and tools used to create visual content, which again is separate from the concept of brand voice. Thus, the correct answer captures the essence of how a brand expresses itself through communication.