Tone of Voice (Brand Voice)
Tone of voice, also called brand voice, is the consistent style, vocabulary and emotional register a company uses across all its written communication – formal or relaxed, playful or serious – so that a brand stays recognisable whatever the channel or the author.
In practice
A short style guide with preferred terms, jargon to avoid and example sentences helps several writers sound consistent, particularly as a team or the number of contributors grows. With external copywriters or ghostwriting, clear tone-of-voice guidelines likewise keep texts reading as though they came from one source.