Dollar General's voice and tone is friendly, approachable, and practical, reflecting its commitment to providing value and convenience to its customers. The brand communicates in a straightforward manner that emphasizes affordability and accessibility, appealing to budget-conscious shoppers. It fosters a sense of community by highlighting everyday solutions and essential products, encouraging a warm and welcoming atmosphere that resonates with a diverse customer base. Overall, Dollar General embodies a down-to-earth and helpful persona, aiming to make shopping a simple and enjoyable experience.