Brand Voices

Tone Settings

Fine-tune how your content sounds

How Tones Work

Tone determines the personality and style of your content. It affects word choice, sentence structure, and how the writing addresses readers.

Dipflow uses a layered tone system that gives you both consistency at the brand level and flexibility at the article level.

The Three-Layer System

Tone is controlled at three levels, each building on the one above:

1. Brand Voice Tone (Base)

The foundation tone set in your brand voice. This establishes the overall personality for all content using that voice. For example, a "Professional" brand voice creates content that's formal and business-appropriate.

2. Article Goal

The purpose of the specific article. Different goals call for different approaches:

  • Informational - Educating readers about a topic
  • Commercial - Comparing products or services
  • Transactional - Driving a specific action
  • Navigational - Helping users find something

3. Article Tone (Fine-tuning)

The specific tone for this article, filtered by what's compatible with your brand voice. A professional brand voice might offer "Authoritative" or "Educational" as article tones, but not "Casual" or "Playful".

The system automatically filters article tone options based on your brand voice. You'll only see tones that make sense for your brand.

Available Tones

Here are the tone options and when to use them:

Professional

Formal, business-appropriate language. Best for B2B content, corporate communications, and industry publications.

Casual

Relaxed, conversational style. Works well for blogs, lifestyle content, and consumer-focused writing.

Authoritative

Confident, expert voice. Ideal for thought leadership, guides, and content where establishing credibility matters.

Friendly

Warm, approachable tone. Good for customer-facing content, support articles, and community engagement.

Educational

Clear, instructional style. Perfect for how-to guides, tutorials, and explanatory content.

Persuasive

Compelling, benefit-focused writing. Use for sales pages, product content, and marketing materials.

Choosing the Right Tone

Match your tone to your audience and purpose:

  • Writing for executives? Professional or authoritative
  • Creating how-to content? Educational or friendly
  • Building a personal blog? Casual or friendly
  • Selling a product? Persuasive or professional

When in doubt, start with your brand voice default. You can always adjust individual articles if they need a different approach.