The Tonality or brand character determines how the brand should be perceived.
It doesn’t have to be directly linked to the product, and it usually arises from the creativity.
The communication tone helps customers to make a subjective opinion of the brand, which in turn helps creating a brand personality. Its main job is to favor the set up of the brand personality; a key element to help differentiating brands from competitors.
An example of brand tonality:
[BRAND X] will be perceived as a modern and progressive brand that delivers what it promises.
A strong brand character adds:
Hugo Boss man fragrances, for instance, became a case study in strategic marketing when P&G made them a worldwide success by creating a product personality that attracted the chosen customers.
There isn’t a product without character. Baby Shampoo Johnson is reliable and safe; Chivas Regal elicits dream emotions; Benetton yarns were provoking and irritating (remember the campaigns using photos by Oliviero Toscani?)
Brands communicating for a long time take on a connotation to the eyes of customers. Therefore, it is preferable you orientate their perception, trying to create an agreeable personality, rather than letting the market do it on your behalf.
Read also 10 key elements brand strategy