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Based on your personal brand, how you portray yourself, how you interact with others and what you are best know for should be aligned with the things you are saying through all the different channels of communications you use.
This especially includes the more personal mediums such as how you communicate via mobile/phone, your website and even your C.V.
Personal branding has become essential for entrepreneurship – your brand affects the reputation of your business as much as it does your professional career.
The strong presence of social media and globalisation has helped to blur the boundaries between work and personal lives.
However, your messages should be consistent across all the platforms that you use to reach out to potential customers, business partners, etc. The messages you send, are synonymous with you, synonymous with your company, people will make these assumptions and connections, even if they are not necessarily true.
There are situations where you may allow yourself to be less formal by using jokes, a light-hearted tone, but you must still remain professional. Just as when you are at home you have a role in your family, be it mother/brother/cousin and you act accordingly.