In writing for a brand, tone of voice is the consistent personality everything is written in. Warm or brisk, plain or playful, and the same across every page.
Organisations write whole guidelines about it, since a bank that sounds friendly in an advert and cold in a letter has a problem. The literal sense is older and simpler, meaning the sound of somebody's voice and what it conveys, and it is what people mean when they say it was not what he said but the tone of voice he said it in.
1nountone of voiceThe consistent style and personality of an organisation's writing.
“The guidelines set out the tone of voice for every channel.”
2nounqualityThe quality of somebody's speaking voice and the feeling it conveys.
“There was something in his tone of voice she did not like.”
Practised in A Man Called Ove, Marketing & Advertising
First appears in chapter 28 of A Man Called Ove.
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