Tone of voice describes how a brand uses language in different situations. It covers word choice, sentence length, formality, energy and how direct the communication is. Tone of voice is not one fixed voice used identically everywhere, but a system for being recognisable and relevant in different contexts.
What does tone of voice involve in practice?
In practice, the language should adapt to the channel, target audience and situation without losing the brand's personality. An error message may be short and reassuring, while a technical article can be more explanatory. Guidelines should show examples of wording, not only adjectives such as clear and professional.
Tone of voice is relevant when several people write for an organisation or when communication feels inconsistent. See Brand personality, Microcopy and brand guidelines.
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