At Intuit we have a strategy for voice and tone so we can be flexible for Mint, QuickBooks, TurboTax, and Intuit Accountant customers. Our approach is rooted in empathy for the people who use our products and knowing that we’re champions of the Intuit customer.
Voice is who we are. It defines our relationship with our customers. Our brand character and voice attributes define our voice, and we can adapt it to meet customer needs.
Tone is based on the mood of our customers and can help us understand their emotions to connect with them more. Context is key when exploring mood.