Tone of Voice
Our voice is based on our personality. Just like a person, we flex our tone based on the situations, topics and circumstances we find ourselves in.
A general rule of thumb is flexing our voice depending on if we speak about our product vs. our purpose. This helps us find our voice, without trying to do everything at once.
Tone of Product
Tone of Product
When we speak about our product, we lean on our Clinical background and Obsession for solutions. Guided by these principles:
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Tone of Purpose
Tone of Purpose
When we speak about our purpose, we lean on our Heart filled with compassion and Relentless belief in the human potential. Guided by these principles:
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Tone of voice Cheat Sheet
Tone of voice Cheat Sheet
When we talk about our product, we focus on the problems it solves and how it solves them — always communicating with clarity, inclusiveness, and support. When we talk about our purpose, we go beyond the product to share why we exist, speaking with hope and conviction. This distinction helps keep our message focused and easy to understand. It’s not a strict rule, but a helpful guide to shape and express our voice consistently.
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Messaging Suite
Messaging Suite
To follow the rule of thumb and show how this works in reality, we have divided the example messaging into two categories: purpose and product.
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Product
These should be connected to your service and more informative (focusing on the what, rather than the why).
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Note: these are examples and not written to a specific messaging brief.
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Purpose
When we speak about our purpose, we lean on our Heart filled with compassion and Relentless belief in the human potential. Guided by these principles:
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Combined
Examples of how purpose led messaging can be combined with product.
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