05Perspective
Tone of voice is a strategy, not a vocabulary exercise
Most tone-of-voice documents are a list of adjectives nobody can act on.
"Warm, confident, human." Every brand has written it. Almost none of it survives contact with a real brief, because adjectives do not tell a writer what to do on a Tuesday afternoon.
A voice becomes usable when it makes decisions for you — what this brand would never say, what it says first, and what it is willing to sound like when the news is bad.
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