I read a blog post recently which argued that the concept of tone in brand voice is a ‘scam’. This is one of a few discontented rumblings I’ve heard recently about tone. I agree with a lot of the criticism, but I’m not ready to give up on tone yet. Here’s why.
Most of the criticism I’ve seen of the concept of tone focuses on three main points:
1. Tone = terrible content
People try to add tone and end up with terrible content as a result. We’ve all seen them, the cutesy 404 messages and glib error messages — ‘Oops, the hamsters that power that page…