"Finding a corporate voice and using it consistently adds weight and distinctiveness to a brand. Good writing enhances a brand in different ways. It can reinforce the reader's idea of what the brand stands for."The examples Stibbe uses, from Google's "I'm feeling lucky" to Amazon's cues that reassure buyers and incite them to click that final "place order" button, are all direct (and short) messages sent to the end user. But can the unique voice of a company also transpire in its most technical documents? How does a 100+ page user's manual differ from one company to the next? And is it identifiable to the company past the logo on the front page? In other words, does the document use the corporate voice? Technical writers follow so many rules, dictated by widely-distributed style guides and other manuals, and are so constrained by the technical nature of their documents' content, that they don't seem to have much legroom for branding. Needless to say, however, that a few minutes of research will prove just the opposite.
Take a look at these (randomly chosen) smartphone user guides, for example.
Defining a corporate voice and maintaining a uniform voice across a myriad of technical publications takes a lot of effort and coordination at all levels of a company. A few tools that help: corporate style guides, document templates, unified outlines, clear objectives... and good communication between Marcom, Tech Pubs, and other departments.