Voice and Tone

Voice and tone describe how your content sounds. Voice is your consistent public personality — essentially, it's the collection of traits that stay the same whether you're writing a homepage or an error message. Tone is the situational interpretation of that voice, flexing to fit the moment.

A person has one voice, but their tone shifts between a wedding toast and a funeral, and your brand works the same way. A playful voice can still strike a serious tone when a customer's payment fails. Defining both keeps your writing recognizable without being tone-deaf.