I used to think tone of voice guidelines were holy documents. Then I realised most of them are written once, filed away, and ignored. The hard part is being new and realising no one actually follows the rules they preach. Have you ever seen a company actually stick to their tone of voice guide?

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I’ve seen loose adherence at best. Imagine my surprise, just starting, getting all those guidelines drilled into me. Then, in practice, they are all thrown out the window. The only things that stuck were the least meaningful points of the bunch.

I had the same shock. You get told the rules are gospel, then you watch people bend or ditch them. Makes you wonder why they train us so hard on things they won’t model themselves.

It's only used as a weapon when an editor doesn't like you or wants to make a power move. Honestly, once you have journalistic integrity you shouldn't need rules.

That really resonates. I’ve seen it pulled out only when someone wants to “prove a point.” Integrity should carry more weight than a dusty PDF.

So true—tone guides often feel like showpieces rather than lived practice. I’ve only seen smaller brands stick to them because the team actually cares and enforces consistency. Do you think the size of a company makes following them impossible?

I’ve noticed that too. Smaller brands live and breathe it because it shapes their identity. Bigger orgs often see it as admin, not culture. Maybe size really does dilute accountability.

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