# Tone of voice: what it is and how it works · Zorraquino
> Tone of voice adapts a brand's expression to the situation, the channel and the state of the person receiving the message.
URL: https://www.zorraquino.com/en/dictionary/tone-of-voice

# Tone of voice

Tone of voice adapts a brand's expression to the situation, the channel and the state of the person receiving the message

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It should keep a recognisable voice and vary when the context requires it. A confirmation can be brief and positive, while an error message needs precision and help. Guidelines work best with examples and criteria for applying them.

Also known as

Brand voice, Brand tone

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Distinctive brand assets](https://www.zorraquino.com/en/dictionary/distinctive-brand-assets)
- [Verbal identity](https://www.zorraquino.com/en/dictionary/branding/verbal-identity.html)
- [Brand guidelines](https://www.zorraquino.com/en/dictionary/branding/corporate-identity-manual.html)