Two-thirds of leading businesses lacking defined tone of voice

Close to two-thirds of leading organisations have no defined tone of voice, and the majority haven’t even considered developing one, according to a new study by Illuma on behalf of The Writer.

Among those without a clear tone of voice, 71 per cent had never considered developing one, while over half (58 per cent) considered it ‘much less important’ than their brand’s visual identity.

However, respondents who said their organisation did have a tone of voice claimed it has a significant impact on their brand. Read more here.

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