Brand Voice

"When tone of voice is consistent it allows the consumer another means of recognizing the brand and being reassured of expectations. Unfortunately, many brands don't have a consistent tone of voice, or their tone is not considered when aligning the communication aspects of the brand. Even brands that have crafted a tone of voice for external communications or advertising have done shockingly little to promote or encourage usage of that tone internally."

A VERY interesting read from the ever knowledgeable InterBrand, over at Brandchannel. If you don't already know about this resource, keep digging – its all gold.