Need an analogy?
Just like your own unique personality, you can give your digital product a personality by using a consistent, unique voice.
Why does it matter?
If you sound formal and reserved on your product site but then take a playful tone within your product, you can cause confusion for your users.
How does it apply?
Since users’ interactions with digital products is almost exclusively online, it is critical that you maintain a consistent voice and personality to avoid confusion.