1, brand tonality is the market impression based on the external performance of the brand, which is equivalent to human personality from the perspective of brand personalization mode. Brand tonality is not obvious, often hidden in the specific brand performance, but the influence of brand tonality on the success or failure of the brand is far beyond the imagination of ordinary people.

2. If the brand tonality violates the industry attribute, the brand will not go far. This is the unspoken rule of the free market and will not be transferred by personal will. For example, the brand tonality of Starbucks coffee is comfort, leisure and freedom, and this brand tonality is conveyed by many factors such as decoration, service and products in its store.

Brand tonality includes the definition and interpretation of brand core value, brand value appeal, brand logo, brand story and brand main advertising language. The popular explanation of brand tonality is the impression memory conveyed to consumers, including brand symbolization. Brand symbols can be names, logos, colors, fonts, slogans, packaging, spokespersons, etc.

To put it bluntly, brand logo, brand slogan, brand VI design and even store decoration all have a stable and unified style, which consumers can recognize at a glance.