It’s not just your external content that should be in your tone of voice. Your recruitment adverts, your internal policies, your instruction manuals, the signs leading people to the loos. They should be too. Why? Because when they aren’t, it’s jarring for customers. When they are, it shows your brand isn’t just lip-service.
And when you work in tone of voice, you realise there are a million hidden places where your brand can shine. So I’ve rewritten terms and conditions to be more friendly. I’ve tarted up 404 pages. I’ve made sure mobile apps are short, sweet and in tone.
Which means, I’ve ended up working with a lot of different departments. HR. Marketing. Brand. Operations. You name it.
Because there’s one universal truth about every kind of writing: It’s always about the reader.
Lewis Dowling 