How would a UX Designer Differentiate between voice and tone?

 Voice and tone are two important aspects of UX writing that affect how users perceive and interact with a product. According to the Salesforce User Experience Designer Exam Guide, voice and tone are defined as follows:

Voice reflects the personality of the brand or product. It is consistent and does not change depending on the context or situation. Voice conveys the values, mission, and identity of the brand or product through the choice of words, phrases, and style of communication.

Tone reflects the way the voice speaks to the users. It is context-specific and can change depending on the user’s mood, goal, and situation. Tone conveys the attitude, emotion, and empathy of the voice through the use of punctuation, grammar, and formatting.

For example, Mailchimp is a brand that has a distinctive voice and tone. Their voice is friendly, humorous, and quirky. Their tone varies depending on the user’s experience, such as congratulating them for a successful campaign, or apologizing for an error. They use a tone map to guide their writers on how to adjust their tone for different scenarios.