Posted in Marketing and Strategy Terms, Total Reads: 631

Definition: Tone

Tone simply reflects the personality of the brand or the company. It conveys the emotional quality, moods or feelings accompanied with a product. It’s important for a company to convey an appropriate tone to customers through advertising.


Variation in tone

Some of the dimensions of variation are as follows:

• Mood: Depending on the occasion mood varies

• Medium: Tone varies as per the channel used. Tone is different for both online and offline communication

• Audience: Tone changes as per the target audience


If a company wants to keep its communication in harmony then it need to have a control on its tone.


For example: Both Lush and L'Oréal sell skincare products. While Lush is concerned with being eco-friendly, L'Oréal is more focused on science and advancement for product development.



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