The article discusses the concept of the "X-ray effect," which refers to the phenomenon where certain elements or aspects of a situation become more visible or apparent under scrutiny. It explores how this effect can influence perception and understanding in various contexts, highlighting its implications in communication and decision-making.

Tone is an inherent aspect of any brand, influencing perceptions even if it hasn't been consciously defined. Brands risk sounding inconsistent and confusing when they neglect to choose their tone, which can impact trust and first impressions. Identifying and intentionally shaping your brand's tone is crucial for effective communication and connection with your audience.