Coudal Partners prefers to use a conversational tone in their work. That works for them but is not for everyone. The tone that you adopt in your advertising, website, brochures, e-mails, and phone calls should be a conscious decision. Your organization should be actively deciding how you will talk to people. Are you formal, conversational, informal, respectful, abrupt, curt, glib, irreverent? Do you know how you come across to others? Actively employing a consistent style of communication changes your brand and corporate identity in the eyes of your customers and business partners and can even effect how well your employees do their jobs.