Applied semiotics
Tone of voice is the way a company speaks: the words it chooses and the degree of closeness it takes, meaning what stays constant while the content changes.
In the texts it also appears as brand voice, and its job is to keep communication harmonious across different channels, adapting the form to each one while the identity stays the same. It lives in the minor occasions: in the articles the tone of voice of Customer Service achieves what the latest technology is asked for, namely simplifying and speeding up a service.
An example
The same company answers a complaint with «your case has been assigned to the relevant department», or with «I am handling it myself, I will write to you by tomorrow». The content is identical, and the tone of voice tells the customer who is on the other side.
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