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.
An example of brand tonality:
[BRAND X] will be perceived as a modern and progressive brand that delivers what it promises.
Read also 10 key elements brand strategy