Why your tone of voice pdf is collecting dust

Let’s be honest. Most tone of voice docs aren’t used, are they? Not because tone doesn’t matter – but because the doc itself wasn’t built to work.

Here’s why they usually fail:

• They’re too abstract. Full of principles, light on examples.

• They’re too generic. Could apply to any brand in your category.

• They don’t evolve. Teams shift, priorities change – and the tone doc doesn’t.

Want yours to actually live in the work? Use real before-and-afters. Include do’s and don’ts. Show how the tone flexes between email, product copy, and employer branding. And revisit it regularly. Language should evolve – your guide should too.