When starting as a Senior Content Designer at Trusted Shops, there were a lot of different voices and tones.
Sometimes our content was casual, sometimes funny and sometimes very formal. 
To ensure consistency, we decided to develop a voice and tone guideline. This should help us be recognised as a brand and for everyone in our UX team to write better copy.
Voice and tone would be our vehicle to navigate through the jungle and distinguish us from other tones you might hear.