Before you can develop your brand personality and tone, you need to have a clear understanding of your healthcare brand's vision, mission, values, goals, and positioning. Additionally, it is essential to research and segment your target audience, and uncover their needs, preferences, challenges, and motivations. With these insights in mind, you can then define your brand personality and tone by selecting three to five adjectives that describe your brand personality (e.g. caring, innovative, reliable, or fun). Subsequently, write a brand voice statement that summarizes how you want to communicate with your audience (e.g. "We are a caring and compassionate healthcare provider that speaks to our patients with empathy, respect, and honesty"). Lastly, create a brand tone guide that specifies how to apply your brand voice to different types of content, channels, and situations (e.g. how to adjust your tone for social media posts or crisis communications).