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That's exactly right. We don't want /products page to noticeably have been written by Jessica while /pricing is noticeably by Andrew.

We want a consistent corporate voice - partly because otherwise we don't have an actual brand identity, but also because if Jessica or Andrew leave then that voice leaves with them, which also just services to confuse.

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None of all these examples seem to be what the guide is talking about. I agree official communication and the website should be the company identity.

But the guide seems to talk about regular day-to-day communication on a startup. Jessica emails to a customer should have Jessica writing style in them, in my opinion. Just like any salesperson carries their own personality to a sales meeting.

Or internal emails between employees. You don’t write to Andrew to clarify some doubts about a report in the same tone of the company website. Or any standard tone. You write in your own style. At least I think you should.

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