What is your brand tone?

Your brand’s tone is basically your general attitude—how you talk in different contexts. While your voice remains consistent (your core way of speaking), your tone may shift depending on who you’re talking to or the situation. Think of your brand’s voice as how you talk, and your tone as how you talk in specific circumstances.
For example, your voice may be authoritative, but your tone could be respectful when addressing customers or casual when engaging on social media. The key is maintaining your authentic voice while adapting your tone to be appropriate for different audiences and contexts without losing your core personality.
To identify your tone, think about how you want to make people feel in different situations. Should you talk to them like a helpful and kind neighbor or a confident expert? Start by choosing at least 3 words to describe your tone (like Uber’s “Optimistic, inviting, bold”) and ensure it aligns with your overall brand voice and personality.