Every business will have their own tone of voice, even if that tone of voice is simply ‘professional’. You will need to find ways of creating and crafting your own tone of voice so that it is recognisable to people when you write in that style. There are many different tone of voice ideas out there and you can take the ones you like and put them together to make something unique.
If you are creating a new tone of voice, it’s best to write it down so that people know how to recreate it in future. You can write it in any style you think is relevant, so if you want to write some bullet points, that’s fine. Make sure it’s clear and concise and can be followed by others, and this will make sure your tone of voice is consistent across the whole of your brand and all marketing materials.