Our brand has a unique voice and the tone of our voice is an incredibly powerful tool to help our audience recognize us. Our aim is to deliver great experiences for our customers, giving them consistent encounters that help build brand loyalty. We do this by using a voice that fits our brand and culture.

What’s the difference between voice and tone? You have the same voice all the time, but your tone changes. You might use one tone when you’re out to dinner with a long-time client, and a different tone when you’re meeting with a potential client.

Your tone changes depending on the emotional state of the person you’re addressing. You wouldn’t want to use the same tone with someone who is upset as you would with someone who’s laughing.

At Inventive our voice doesn’t change much from day to day, but our tone changes all the time.


Our voice at Inventive is human. It’s familiar, friendly and straightforward. Our priority is explaining our services and helping our clients achieve results, so they can get on with their lives. We want to educate people without patronizing or confusing them.

One way to think of our voice is to compare what it is to what it isn’t.

Inventive’s voice is:

  • Fun but not silly
  • Confident but not cocky
  • Smart but not stodgy
  • Informal but not sloppy
  • Helpful but not overbearing
  • Expert but not bossy
  • Weird but not inappropriate


Inventive’s tone is usually informal, but it’s always more important to be clear than entertaining. When you’re writing consider the reader’s state of mind. Are they relieved to be finished with a project? Are they confused about the scope of work? Are they stressed with a last-minute project? Once you have an idea of their emotional state, you can adjust your tone accordingly.

Inventive has a sense of humor, so feel free to be funny when it’s appropriate and when it comes naturally to you. Don’t go out of your way to make a joke – forced or inappropriate humor can be worse than none at all. If you’re unsure stay clear of the joke.

Style Tips

  • Use Active Voice
  • Avoid slang and jargon – write in plain English
  • Write positively – use positive language rather than negative language

See: Grammar and Mechanics LINK