Everyone dreams of having a unique tone of voice. But if you ask a typical brand director what their brand aspires to be, the list is painfully short. Usual suspects include Innocent, Apple, and John Lewis.
The reason for this is that bringing some tone to your communications requires quite a lot of effort.
You’ve got to have people who can write well enough to bring a sense of tone of voice. You’ve also got to have a product that can deliver on it.