The way you write is also your brand

A brand isn't only visual. Every message, every caption, every reply a customer gets is also the brand talking, whether anyone thought of it that way or not.

A business with a polished logo and a curt, inconsistent way of writing to customers isn't sending one message. It's sending two, and the second one, the words, tends to be the one people actually remember after the interaction is over.

Tone is a design decision the same way colour is. Warm or formal, brief or detailed, playful or serious, it should be chosen on purpose and used the same way every time, not improvised fresh in every reply.

The logo is what people see once. The writing is what they read every single time they deal with you. It's doing more of the branding work than it gets credit for.