Brand tone is the emotional inflection, attitude, and mood applied to a company’s communications depending on the situation, audience, or platform. Simply put, if brand voice is what you say and who you are, brand tone is how you say it. It is a flexible verbal layer that allows a business to adapt its core personality to different contexts—such as being empathetic during a customer complaint or enthusiastic during a product launch—while still remaining unmistakably itself. The Difference: Voice vs. Tone
Understanding how these two interconnected concepts work together prevents corporate communications from sounding disjointed or robotic. Brand Voice vs. Tone vs. Personality – Frontify