Voice & Tone

Friendly vs Formal

Guidelines for balancing approachability with professionalism in communications.

• Customer-facing content: Warm, approachable language with professional undertones
• Technical documentation: Clear, direct language with appropriate formality
• Social media: More conversational, but still aligned with overall brand voice

Passive vs Active

Direction on voice structure for compelling communications.

• Prefer active voice in most communications (Example: "We designed the solution" vs "The solution was designed")
• Use passive voice sparingly, primarily when the actor is unknown or irrelevant
• Active voice creates more dynamic, engaging content that resonates with readers