Brand legend / Tone of voice

Brand legend tells an emotional story of a company based on facts. The mere enumeration of facts from a company's history makes no legend and constitutes a history record. Companies can use both emotional stories and history records.

The tone of voice is the manner in which a company communicates with customers via its texts. Usually, technology companies sound professional and neutral. But there can be variations. They depend on what a company sells and who they are.