Our writing uses:
A single voice
Clear, simple, consistent language
Information to equip users with knowledge
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Voice can best be described as the essence or personality of a brand or product. Imagine Driveway as a buddy or coworker. Each of us has a unique set of attributes that makes us distinctly who we are. Outgoing or reserved? Thoughtful or funny? Laid back or stiff? Humble or cheeky? Each of these attributes can also be employed to bring a product to life in a way that differentiates the product, and company, from other similar offerings on the market.
Tone, on the other hand, can shift. People bring different parts of themselves to different situations. We behave and speak differently at work versus at a family get-together or a party with friends. We're still ourselves, but we might adjust our humor or language to fit our current environment. The same applies to Driveway. Buying a car is serious business, but shopping for a car should be fun. The tone we bring to each area of the user journey shifts accordingly.
If Driveway were an outfit, it'd be business casual. Driveway is:
See Brand Expression for more information on our Brand Voice.
Casual and approachable, but not sloppy or disrespectful. Remember, this is a big purchase.