Think of a brand as a friend. If a friend communicates with you consistently, sharing stories and responding in a way you're familiar with, it creates a comfortable, trustworthy relationship. Similarly, a brand maintaining a consistent tone of voice across social platforms becomes like a reliable friend to its audience, creating a sense of comfort and trust that encourages ongoing engagement and loyalty. For instance, if a brand known for its witty and lighthearted tone suddenly switches to a formal, corporate tone, it may confuse or alienate its audience, much like a friend acting out of character might concern those around them.