I currently have a situation where my team are building a design system. Within them would be a set of design principles which extend from the brand guidelines.
However there is a response from brand and marketing where they feel that design principles are not needed. That everything a UX designer needs can be taken from the 'tone of voice' pages within the brand guidelines.
I am trying to highlight the differences. Mentioning that the while the TOV is good for aesthetics and content, it's too generic and not concise enough to address user problems.
So before I continue with these discussions, as if my opinion goes above brand and marketing (which is not the case), could there be any examples where a UX designer could just use a brands tone of voice and not have to consider creating design principles?
This question might be long winded so am happy to rephrase if needed.