As the pandemic continues, brands have been scrambling to adapt their existing brand voice to empathise with their customers. This has led to some brands stripping away their existing voice and using a solemn approach to their communications. . . . From McDonald's earning the ire of the Twitterverse as a result of separating its signature arches to Guinness beer's warmly received St. Patrick's Day video, brands have swung in both sides of the public reaction spectrum while trying to deal with the Coronavirus. . . . While it is necessary to maintain empathy, brands don't need to remove their signature voice but rather adopt a tone that's serious and caring. . . In one of our blogs, we talked about brand voice and tone, which we explained like this: "Tone changes. Voice, while not permanent, is steadier than tone. Voice is the foundation for all of your communications. A good voice can make your brand instantly recognizable." If your brand's voice is recognisable, you needn't change it...