Imagine GoCardless as a person. We have a voice; we should always be coherent across different touchpoints. But, the tone of our voice changes depending on who we're speaking to and the subject matter.
This idea of changing tones is perfect for aligning our language to our two different audience types, small and mid+ audiences. We don't need to change our voice, but our tone has to change and adapt.
Our tone of voice is for everyone at GoCardless and for anyone else who wants to read it. Be it in written words, like on our website, email communication or advertising, or even how we talk to our customers in person.