Tone of Voice

Tone of Voice (ToV) is the way a brand speaks. Vocabulary, intonation, length of phrases, what the brand allows itself and what it doesn’t. ToV makes communication recognizable: good text is read “in your voice” even without a logo.

ToV is not “we write friendly.” These are specific rules: we address ourselves as “you” or “you”, we use slang or not, we joke or keep our distance, what words are prohibited. The more specific, the easier it is for a contractor or neural network to get into the voice.

The practical benefits of ToV are visible when content is created by several people. Without a recorded voice, five authors produce five different brands. With him, a copywriter, an SMM specialist and an AI agent write as if they were one person. For this purpose, I keep ToV next to the examples of “so - yes, so - no”.