The article discusses how speaking loudly can boost sales. It highlights that a loud and energetic tone increases sales by up to 8% for new customers, while a loud but calm tone raises sales by up to 5% for returning customers.

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.