Glossary of terms
Tone of voice
Brand and positioning
The tone of communication refers to the way in which a brand speaks to its audience: the language, level of formality and style of expression. At Aelo, this feeds into the Brand Identity and, from there, into the materials produced in the Studio.
Last updated: 8 September 2026
What does that mean?
A tone is a set of decisions, not an adjective
A phrase such as „professional yet friendly” is meaningless, as everyone interprets it differently. A useful description of tone involves making decisions: whether to use the formal or informal ‘you’, whether to use industry abbreviations or explain them, whether to allow humour or not, and how long the sentences should be.
The tone does not affect whether the model will mention the brand. It does, however, affect what the audience finds when they visit the website and whether they recognise the same company that the model described to them.
FAQ
Questions about this concept
The questions most frequently asked in connection with this concept.
Does tone affect visibility in AI?
Not directly. It affects the consistency of the content and whether the visitor will recognise the company when they visit the website.
How can we describe tone in a way that is useful?
Decisions, not adjectives: the form of address, attitude towards jargon, sentence length, and the acceptability of humour.
Where do you set the pitch on the Aelo?
In ‘Brand Identity’, under ‘Brand settings’. Studio and the advisers access it from there.
Describe the brand once and use that description in your materials
To start with, you get 250 AeloCoins, without a card. That’s enough to start a measurement and test the modules. Once you’ve used them up, you switch to a paid plan. You fill in your personal details after registering, and Studio uses them to determine your tone and vocabulary.
