Tone of Voice (Brand Voice)

Tone of voice is the consistent style and emotional character of how a brand communicates across channels. It matters because consistency improves recognition, trust, and perceived professionalism in crowded markets. Teams usually define tone through guardrails, examples, and channel-specific adaptations so the brand remains recognizable in ads, lifecycle emails, support responses, and social content. Practical governance includes editorial reviews and prompt guidelines for AI-assisted writing. A common mistake is using different tones by channel with no shared baseline, which makes the brand feel fragmented and harder to trust.