FAQ
Voice is the constant underlying personality of an organization's communication. Tone is how that voice adjusts to context.
A brand has one voice and many tones. A SaaS company might have a consistently dry, considered voice — but the tone of a release announcement, a postmortem, a support reply, and a marketing campaign will each be different. Voice should be recognizable across all of them; tone should fit the moment. Confusing the two leads to either flat communication (one tone everywhere) or incoherent communication (voice that changes by channel).