Branding & Identity
Tone of Voice
A B2B software company wanted a clear tone of voice and messaging framework for product, marketing, and support so all copy felt like one brand.
Copy and messaging frameworks that sound like you across channels.
Product UI, marketing emails, and support replies often sounded like different companies; they wanted to sound expert but approachable and consistent. We ran a tone workshop, audited existing copy, and defined principles (e.g. “Clear over clever,” “Help first, sell second”) with before/after examples. We created a short tone guide and a messaging matrix for key themes (security, ease of use, support) and trained content owners and key agency writers.
The framework is now referenced in content briefs and review; customer feedback on “communication clarity” has improved, and support has reused the guidelines for canned responses and templates.
Key Outcomes
- ·Tone principles and messaging matrix for product, marketing, support
- ·Improved scores on “communication clarity” in feedback
- ·Support using guidelines for templates and canned responses