Voice is our personality, and what resonates with our audiences when they consume our content. Expressed through voice, tone pertains to our attitude.
Our overarching voice is business casual, meaning it’s formal enough to be credible but informal enough to feel like you’re talking to a friend. It’s professional but engaging, and conversational yet authoritative. It’s active because it inspires action, and it’s aspirational because those actions are specific to you and your future.
Voice is the way in which we express our tone, and tone is all about attitude. Our tone is purposeful, honest, conversational, professional, engaging, authoritative, active, and aspirational.