It’s easy to conflate and confuse “brand voice” with “brand tone of voice,” but the two elements are separate pieces of your marketing and outreach efforts.

A brand voice represents a unique perspective. It speaks to your values and vision while establishing the personality that people can expect when interacting with your company.

The brand tone of voice is how you choose to communicate. It includes word choice, emotional inclusion, and communication style. It can change based on the situation faced, whereas your values and vision are relatively static.