Content Tone
In one sentence
The emotional register and style of the writing: formal, casual, dry, warm, urgent.
Analogy Mental model
The tone of a conversation. Reporting to a board, chatting with a friend and telling a joke all use the same language differently.
In practice What you actually do
B2B usually reads as competent and plain; consumer brands can be funny, direct, warm. What matters is that the register fits both the brand and the situation, and holds across a hundred pages written by six people.
Where people get burned Pitfalls
A site that is jokey in one article and academic in the next reads as though two companies share a domain. Write the voice guide down, with examples of what to do and what to avoid.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →