A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk focuses on articulating your brand’s personality and writing for emotional humans.
I use MailChimp as a case study to explain how we created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.
I also share a few of my favorite voice and tone guides, as well as some examples of empathetic (and not so empathetic) content in action.
Clipping is a handy way to collect important slides you want to go back to later.