In most organizations, tone of voice is applied only to the top layer of designed communications.
But scratch the surface and we’ll find that letters to customers, terms and conditions, job advertisements, employment contracts and the plethora of day to day communications are still the same old, same old.
The ensuing mishmash of new tone, old tone, HR speak and legalese makes things worse, a lot worse.
Concentrating on the tone alone doesn’t go far enough. We need to go all the way.