Brand tone refers to the consistent, emotional, and intangible quality of a brand's communication that influences and creates an emotional connection with its target audience. It represents the brand's personality, values, and emotions, ranging from serious, professional, or straightforward to playful, fun, and quirky.
A brand's tone should align with the overall personality of the brand and convey its message effectively to the target audience. The tone of a brand's communication can be expressed through various mediums, such as advertising, packaging, customer service, and social media.
According to David Aaker, a prominent marketing expert, "the tone of voice a brand uses to communicate reflects its personality, values, and the emotions it wants to evoke from its audience." (Aaker, 1997)
Finally, a brand's tone is critical in creating a solid emotional connection with its target audience. Therefore, it should be consistent across all communication mediums and align with the overall personality and message of the brand.
Difference between Brand Tone and Brand's Tone of Voice
The main difference between tone and tone of voice is that tone refers to the emotional and intangible quality of a brand's communication, while the tone of voice refers to the specific way a brand communicates its tone. The tone of voice encompasses the particular words, phrases, and language a brand uses to communicate its message and evoke a specific emotion in its target audience.
In other words, the tone is the general feeling that a brand's communication conveys, while the tone of voice is the specific language and phrasing used to express that feeling. Both tone and tone of voice are essential components of a brand's overall personality and messaging.