Brand Tone of Voice:

24 brand tone of voiceThese do not show who is doing the showing or withdrawing. There is also agreat deal of listing and use of non-clause grammar, so that nobody is doer, orother participants are left vague:Cash withdrawals with no penalty.Quarterly account statements.Supported by our hassle-free account opening guarantee.The balance between different clause types comes out heavily in favour ofdirectives with the customer as doer. The text, then, is predominantly tellingthe customer what to do.In contrast, Orange uses two kinds of sentence prominently: structures thatlist virtues of the product, and structures that go into more detail to tell thecustomer how to do things. The basic informative sentence ‘frame’ is given inTable 9.Circumstance Enablement Clause kernel Purpose MeansWhen you registerfor x servicewhen you’redoing xwe’ll even helpyouyou can (even) do x so that(advantage)you’ll be able towith an x fromOrangewith Orange’s xwith your OrangexTable 9: Orange informative sentence frameEverything in this structure except the clause kernel is grammatically optional.However, in the actual text, there is always an element included that shows thebenefit to the customer, either a purpose or enablement element. This meansthat the resulting statement is a declarative sentence (We’ll even help you toset up an extra line, so that you can take social and business calls on separatenumbers) rather than an imperative (Set up an extra line).When the customer has to be asked to do an action, the general actionsentence structure is that given in Table 10. The request to do something isnearly always minimised by some statement about how simple it is, and thereis frequently some statement of the benefit to the customer.