Voice and tone

How we speak in a unified brand voice

What is voice and tone?

Our voice is our brand personality and who we are. This remains consistent across everything that we write.

The tone is how our voice flexes in specific scenarios.

Imagine our brand traits are on a slider. Everything we write has elements of these traits, but we can dial up and down the intensity so that our voice flexes accordingly for the situation.

Choosing the right tone

To help you figure out the right tone for what you’re working one, ask yourself:

  • Where does the copy live?
    Consider the component, device, and platform.
  • What’s the primary purpose of the copy?
    Is it informational, or maybe to confirm success of an action? An alert of some sort?
  • Is this a message that requires sensitivity?
    Usually, these scenarios entail communicating with potentially at-risk users about difficult financial matters like debt.
  • Did we make a mistake that has potentially impacted the customer negatively?
    Honest mistake or not, we need to take accountability and apologise sincerely to those affected.

Our brand traits

Our tone always flexes in accordance to our brand traits. This is reflected in our writing through being:

  • always inclusive
  • mostly straight-talking
  • optimistic and gutsy when appropriate

Conversational not chatty

Simple but never dull

Universal not niche

To help customers feel welcome

Transparent not frank

Concise not curt

Simple not immature

To help customers feel respected

Engaging not exhausting

Passionate not passive

Hopeful but realistic

To help customers feel motivated

Bold not reckless

Confident not boastful

Eager but not pushy

To help customers feel inspired