Stay on brand

Make sure that the script is in line with your brand image. The language you use is just as much a part of your identity as the design, colours, music and so on. Everything needs to give a consistent message. The tone of voice in the script will also be affected by the content, the context and the audience, but it should never conflict with your brand identity. If you’re a fun brand, keep the tone light and use a bit of humour. If your brand is more serious, keep it professional.