Adobe editorial voice

Adobe's "editorial voice" guidelines serve as a great example of how voice should naturally extend from brand attributes. But, as you'll see in their examples of voice attributes applied to real-world copy, there's less focus on usability than most content strategists will be used to.

From the guide

Focus on real-world value rather than technical features

The editorial voice is honest, visionary, smart, and caring — editorial analogues to our brand personality attributes: genuine, innovative, exceptional, and involved. The editorial voice seeks to foster an emotional connection between customers and the Adobe brand. Therefore, it must contain life and compel a reaction. 

We expect a certain level of intelligence from our audience, avoiding lowest-common-denominator communication. Visuals and type should not compete, but support each other. We are direct and confident, bold yet not boastful. In display type, the voice should speak peer to peer and focus on real-world value rather than technical features. 

We speak conversationally. We express a passion for technology but an understanding that innovation is nothing without customer benefit. We have a strong voice that understands customer needs, leads changes, and commands trust. We revolutionize the way people communicate with ideas and information. We are revolutionaries.

See all of Adobe's brand guidelines (PDF)