What does Tone of voice mean?

Tone of voice refers to the way a brand communicates outwardly. It is not just about what it says, but mainly how it says it. It includes word choice, writing style, level of formality and the overall feel of communication. A well-defined tone of voice helps build a recognizable brand, unify communication across channels and come across consistently to customers. In practice, it is reflected in the website, emails, ads, social media and product texts.