Tone of voice
Tone of voice is how we show up in words. It reflects our values, shapes how people experience our brand, and helps us connect with our audience. Whether we’re writing to government clients, job applicants, frontline staff or the public.
Our core tone principles
Each tone principle should not only guide how we write, but how it makes the reader feel.
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Clear Use plain English. Fewer words, more meaning. Break up longer sections into digestible chunks. |
Human Respectful and natural. Use we, us and you. Sound like a person, not a PDF. |
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Purposeful Focus on what matters, lead with impact, not process. |
Adaptable Adapt to the medium, while keeping our tone and values. |