DEFINE & BE CONSISTENT:
(1)Tone - (i.e. friendly, masculine, fem, bold, etc.)
(2)Voice - (i.e.cool, calm, older, younger, etc).
(3) Punctuation - (i.e. do you use emojis, exclamation marks, etc.)
Pick/find a model to replicate to see how they communicate and style, slang used, etc.