How written tone of voice lets brands communicate consistency, character and value.

The idea of brand love doesn’t hold up when we look at our own experience.

The astonishingly unorthodox packaging used by Kiehl’s is a lesson in how and when long copy can add major impact.

Tone of voice should be consistent throughout the customer experience, but marketers tend to look for easier wins.

Maintaining a consistent tone of voice across all types of written communication is essential. This introduction covers the basics of developing a written tone of voice for a brand.