Finding the Right Voice for Indonesian Telecom Brands Lessons from Human and Corporate Tone Strategies

Abstract This commentary revisits the ongoing debate on brand tone of voice in digital service contexts, using Putra et al. (2024) as a case for examining the interplay of human and corporate tones in Indonesia’s telecommunication industry. It discusses how cultural adaptation and emotional resonance with customers influence perceived authenticity and satisfaction. By connecting local empirical findings to broader international literature and best practices in digital branding, this article outlines actionable pathways for telecom brands aiming to enhance their customer journey through effective voice strategies. Keywords. tone of voice, brand authenticity, digital service, emotional resonance, cultural adaptation, telecommunication, Indonesia