Voice and tone.

Voice and tone refers to brand voice and message tone. Voice and tone are used for both written content (marketing copy, error messages) as well as for voice user interfaces. Voice refers to the personality that the content conveys overall, for example, whether the writing is formal or informal. Tone refers to how messages are conveyed in specific situations, for example, how a brand talks to audiences when it wants to encourage them to try a new feature, or needs to tell them about a problem with their account. 

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