For IET masterbrand communications, or any of our Inspec, IET Venues, etc), please contact our marketing team for their separate guidelines. As a brand, we are passionate about our consumers and their needs. Welcome to Monzo’s tone of voice guide. 0000000016 00000 n So, effective tone of voice guidelines are vital. Confident Write with warmth, confidence and humanity – remember, you’re talking to a real person. contents hello 04 why language matters 05 our tone of voice 07 our stories 20 general writing tips 22 writing for the web 26 a word or two about names 28 don’t be a stranger 30. welcome to write. 0000073803 00000 n How we say it The manner in which you speak to your online readership decides how engaged they are, how educated they become or how motivated to take action they grow. to people’s emotions. (As a reaction to “corporate blah,” some writers have swung the other way into “casual blah,” where they adopt a tone of chattiness in order to appear more personable, regardless of whether it suits the brand. Consistent style and voice is key to effective content. Though our voice is constant regardless of who we’re talking to or what we’re saying, we adapt our tone—from serious to empathetic to lighthearted—to fit the context and the customer's state of mind. Inspiring – We help people live their best lives, and our writing harnesses that genuine emotion. All brands need a robust tone of voice and style guide to help them stand out from the crowd. Tone of Voice Brand Guidelines Version 1. Know how to apply these in @JuliaEMcCoy's 7-step guide in creating brand voice guidelines Click To Tweet Incorporate Your Brand Tone of Voice into Other Areas. So, effective tone of voice guidelines are vital. 0000086086 00000 n �)2r��9� `!X� 2091 0 obj <>/Filter/FlateDecode/ID[<17D866A3381B4629A3C9BAE9AB20A563><78A8090D765C464FA932B1F4738FCDBE>]/Index[2073 27]/Info 2072 0 R/Length 90/Prev 1126572/Root 2074 0 R/Size 2100/Type/XRef/W[1 2 1]>>stream Our Tone of voice Our tone of voice is how we communicate with our target audiences, and one of the most important ways we communicate is through the way we write. It explains the role of text on the It’s the interplay of personality, substance, tone, and style. Introduction; The quality of your written communications affects both the reputation of your NHS organisation, partnership or service and people’s confidence in it. 1 TITLE S G W ter AUGUST 2014 TONE OF VOICE GUIDELINES A GUIDE TO OUR TONE OF VOICE Document Info Notes Form 54502 Job ID 049828 Size A4 land Pages v4��S� �L.>�f�� q��+�P&��9P --����@b��+��)30�`�4����q��B���j]�rj+T�)2�m�2U�b`�����x���Ɂ)ZȂ�����8��_����5d`o����w��D1` ��_�&�=)=�[�" 0 �[U� ��ҡ�U ��s� endstream endobj 66 0 obj <>>> endobj 67 0 obj <> endobj 68 0 obj >/PageWidthList<0 595.276>>>>>>/Resources<>/ExtGState<>/Font<>/ProcSet[/PDF/Text]/Properties<>>>/Rotate 0/Tabs/W/Thumb 49 0 R/TrimBox[0.0 0.0 595.276 841.89]/Type/Page>> endobj 69 0 obj <> endobj 70 0 obj [/ICCBased 83 0 R] endobj 71 0 obj <>stream Hello! H��W]�]�}?�b?&w[#�F�k�(���ЇJ8����������5#���GۋK�!�G�J[�fͫ�o�v���-���n�������[L���[uϭn��W�~~wy�����[�s�d{����;l�)}͂a�SOm{����~-"�W�>��>������뻯�{��˯�����˷?��~�n�~�:m����vI{�+%1��[�K�n&[e�Q��$�,n��E�^��2�he�T���[��5�>^~��ye�pђ�b˴�e�~�W��a��q���3���O�]޳�_/we�X3uO? Be . Download full-text PDF Read full-text. Your company’s voice should stay consistent no matter the situation. As a brand, we are passionate about our consumers and their needs. 26. 0000064346 00000 n %PDF-1.7 %���� An organisation’s visual identity is created by the colours, logo and the type of words it uses to describe itself. Airbus Tone of Voice. h��T�O[e���COK�鱕Q��S`��V(83�B�k pdf. It’s also shaped by the things it and its people do and produce. Others maintain a pretty formal tone. MailChimp is a great SaaS email platform that makes email marketing way easier (it’s our go-to tool). %%EOF 65 0 obj <> endobj xref Voice and tone. To create an effective tone of voice … It should never be redrawn, rearranged or distorted. gives us the potential to build on the entire range of human emotion to develop our communications. Use Fill to complete blank online GIRLGUIDING UK pdf forms for free. THE IMPERIAL MEMORY UNIT TONE OF VOICE GUIDELINES 6 TONE INSPIRING I think this is something that is currently missing from your content. At the top of the list of considerations is tone of voice. The tone of our language defines the way people respond to us. Our tone of voice. International AVP. A brand’s voice is present in every single aspect of their marketing. 0000003578 00000 n However, brand guidelines can … Writing in a way that appeals to your readers entails a lot of things. Voice vs tone 6 Personas 10 Writing for all 12 Writing guidance 14 Other resources 19 2 3 Introduction Welcome to The Chartered Governance Institute tone of voice guidelines. ... to reveal how far the 'Tone of Voice' of these brands expresses their different brand positions. OUR TONE OF VOICE If you think of Virgin Mobile as a person, then our Tone of Voice is our personality. Provide your writers with concrete examples of your brand voice to go off of. Tone of voice How are you? Tips for Brand Voice and Tone. It’s intended to help writers write useful and usable content for the *Company* website. Some of the most successful brands are so because they have a distinctive, consistent, effective tone of voice that makes them instantly recognisable and constantly links you back to their specific product/service; their unique tone of […] 0000002981 00000 n IKEA tone of voice 15 7 7 The same IKEA assembly instructions are used in almost 50 countries. So our tone should always be personal. Whatever our message, we get right to it – with a healthy dose of empathy for the person at the other end. • Intelligence is portrayed in the voice by utilizing language that is geared toward a For more detail on our writing principles please refer to our Branding and corporate marketing page. Review each element of our system: logo, typography, color, photography, motion, illustration, iconography, composition, tone of voice, and channel playbooks. THE IMPERIAL MEMORY UNIT TONE OF VOICE GUIDELINES 11 GUIDELINES FOR WRITING CONTENT GUIDELINES FOR EDITING WEB COPY • Be specific – use facts, figures and world events where possible • Close your eyes and picture the target market – write for a real person • Be conversational – speaking directly to the user • Avoid clichés or jargon To create an effective tone of voice guide, begin by … If you need addtional brand guidelines from our … But the tone of an individual email might vary based on what it’s communicating, while still retaining the core elements of the company’s overall voice. So in this report, when we talk about businesses that have a tone of voice, it could be anything from a one-page summary that’s part of a brand book, to a full set of writing guidelines, to a complete Clear – Our writing is concise and easy to understand. Though our voice is constant regardless of who we’re talking to or what we’re saying, we adapt our tone—from serious to empathetic to lighthearted—to fit the context and the customer's state of mind. The voice and tone guidelines and editorial strategy document is meant to be part of the content team’s overall toolkit. How … An Authentic Voice: Intelligent Creating an authentic voice that conveys the brand personality is as much about content as it is about tone, sentence structure and word choice. When writing for German Autolabs, our voice is always: Honest – Trust is our #1 value, and we’re truthful in our writing. It’s for everyone in every team, and it applies to all the writing we do, inside and out. 0000001398 00000 n 0000002449 00000 n Voice and tone guidelines can help establish professionalism without drifting into corporate blah. But it ’s important that we get a consistent tone of voice for our brand, and these guidelines are here to help. We 0000003016 00000 n What is tone of voice and why do we need a ‘Warwick’ tone of voice? 2073 0 obj <> endobj But it ’s important that we get a consistent tone of voice for our brand, and these guidelines are here to help. NHS written communications should support and uphold the principles and values set out in the NHS Constitution. It’s intended to provide future domestic students with an overview of what they can expect from UQ, and was drafted with the tone of voice in mind. 0000004161 00000 n A brand’s voice is present in every single aspect of their marketing. • Intelligence is portrayed in the voice by utilizing language that is geared toward a This is a (fairly) brief overview of how we write. The guide also shows the tone of voice in action, with sample passages and a brief analysis, so that those using the guide can see how the tone of voice can be put into practice. We use this every day as a guide for making our writing better, and demonstrating our principals to the world. Company: LinkedIn // Designer: LinkedIn – Internal. The Speedmarque The Speedmarque is our unique and distinctive brand signal. tone of voice. The tone of our language defines the way people respond to us. AssociateBrand_WorkspaceGuidelines.pdf. 0000137086 00000 n Click here to see LinkedIn’s brand guidelines. 2.1 Toolkit Hello Enjoy Smile. 0000034977 00000 n With these elements defined, you can establish clear tone of voice guidelines to ensure that the tone comes through in every communication your brand sends out. ����EQ�N��M�Iwq)B��� 3�x�n�������.V�p��L��`pn �'�s��~������ �1� mr�~� ��_2���z�U�UQK9�6����{$v|�����|�æ�&��-�t�h�QI�~P�7}.�Rx���k�N*{J�K��������6��{I����27 m+�DZ�����0?�ff.o�I�������&d�Jn��D�A���a-�İ��w�=���t��R���'�#�΅��=�w�Moz���}�sGY�MZ"��J&���a��V_�hRGjĶ�M2c�{���t,�f�P��f�1�j5����Ұ֧x�i���W4�d�嬙dK��$�q�c ��ᝡȷWN���7~�\o)%�W��i��^���4%�����dG4���p&-�*O�\�ŨCʛ�I�c(߁�*w�3ՎFoc�n*Iԅo�]'L���Ʈ�xc���0� ����^� ���vk�v�����[k�jk�;� Tone of voice is one of the easiest ways to convey your personality online. The best brands are the ones that think about their voice, wherever it may appear, ensuring that every word captures their identity and builds a strong relationship with their customers. (Image Source: MailChimp Voice & Tone Guide) Some sections to include in your guidelines might be: How to Use Branded Terms Brand voice and tone examples: Mailchimp, Skype, Berghaus, and Bank of America all have voice and tone guidelines. For IET masterbrand communications, or any of our Inspec, IET Venues, etc), please contact our marketing team for their separate guidelines. 0000054415 00000 n It should be used only in the colour variants available in this document. Voice and tone tips. The right voice makes people feel at home through content that speaks their language. MailChimp – Voice & Tone Guide. For correspondence and briefing guidelines, see Ministerial and Executive Services. What is tone of voice and why do we need a ‘Warwick’ tone of voice? Company: MailChimp // Designer: MailChimp – Internal. Tone of voice is absolutely essential to every business in helping it to develop an emotional connection with customers. Like a person, our Tone of Voice has evolved a little over the years, while staying true to who we are. 0000014085 00000 n It’s how we express ourselves. tone of voice guidelines write. Once complete This is a document offering direction on how your writing for the Institute should sound. For more detail on our writing principles please refer to our Branding and corporate marketing page. ... and desig n guidelines for how to . British Council tone of voice guidelines– includes what their tone of voice is and isn’t, talking as the brand, and writing for different channels. Click here to see MailChimp’s voice & tone brand guidelines. As team members become more familiar with the guidelines and how to use the brand’s preferred tone, it becomes easier to create new content that falls in line with this vision. Mailchimp voice and tone guidelines – an easy to follow how to for Mailchimp communications. This is a (fairly) brief overview of how we write. But on their own, they’re just words on a page that’ll soon be forgotten. writing is thinking on paper. sound clever or to entertain your users, it's to help them accomplish a task— even if that task is inherently entertaining, like finding just the right cat GIF Our key elements / Tone of voice 49 Communication guidelines Contact Contents / Making a difference Positive Be optimistic when it’s appropriate, and celebrate the benefits. h�bbd``b`�$W ��@��H����) n� b��v��B��� � $,�X �����9V Y����?��0 �2 However, every piece of your communication strategy needs to follow the same tone of voice guidelines if you want to create a powerful connection with your audience. Create a tone and voice style guide: Tone can seem a bit like a nebulous concept, making it harder for businesses to grasp. Include brief descriptions of your audience personas right upfront, as these will guide all of your other decisions as you build your social media brand guidelines. �@�-'�kP�:��S������!݅��k�I�&?�ei�Oz�υ�(��vs�~i���85uz��.EjY�j�A�����~D�y"�G�ڪ�K��H�T���~&>Ѓ�Ea��E��. Business writers should consider the tone of their message, whether they are writing a memo, letter, report, or any type of business document. Warwick tone of voice: Full guidelines March 2015 . Walmart Global Tech Comms. Identity, tone of voice and style guidelines. The Microsoft voice is how we talk to people. Guidelines Tone of voice. Warwick tone of voice: Full guidelines March 2015 . (As a reaction to “corporate blah,” some writers have swung the other way into “casual blah,” where they adopt a tone of chattiness in order to appear more personable, regardless of whether it suits the brand. Fun – We’re dedicated to conversational, upbeat language. However, they can take control by creating a set of standards or brand guidelines to define brand voice and govern how it’s used. Walmart Brand Center. Our key elements / Tone of voice 49 Communication guidelines Contact Contents / Making a difference Positive Be optimistic when it’s appropriate, and celebrate the benefits. 1 TITLE S G W ter AUGUST 2014 TONE OF VOICE GUIDELINES A GUIDE TO OUR TONE OF VOICE Document Info Notes Form 54502 Job ID 049828 Size A4 land Pages Tone of voice guidelines are great. Visual identity guidelines 1 Introduction ... 2.2.1 Tone of voice 2.2.2 Writing copy 2.2.3 Advertising signature 2.2.4 Logo position 2.2.5 Logo size 2.2.6 Typography 2.2.7 Text box colour Done well, they can be an excellent incentive tool, as well as a writing bible. If you would like to improve the voice and tone of your content: Download the department's voice and tone poster (PDF 104.64 KB) for your office. September 2007. pdf. Fill Online, Printable, Fillable, Blank Our Full Tone Of Voice Guidelines (Girlguiding UK) Form. VOICE & TONE Guidelines INTRODUCTION OUR VOICE WRITING GUIDELINES OTHER RESOURCES VOICE & TONE EXAMPLES INTRODUCTION Why do we need voice and tone guidelines? It’s the interplay of personality, substance, tone, and style. How to Write a Tone of Voice Guide. The phrase “tone of voice” refers to the persona your content takes on. The best tone of voice guides help staff make sense of and relate to their brand's ethos and values. These guidelines cover Tone of voice only. To maximize their impact, they need to be embedded with training. Visual identity guidelines 1 Introduction ... 2.2.1 Tone of voice 2.2.2 Writing copy 2.2.3 Advertising signature 2.2.4 Logo position 2.2.5 Logo size 2.2.6 Typography 2.2.7 Text box colour It’s also shaped by the things it and its people do and produce. It … Tone of voice example: future domestic students. �n��}�N.�9��!L��v���m��;�s�%Y�W�o}��$����.���'e��_��u��i����?�&�mwvO��g�n��.���­׮ ����W���y�˾�������[��>���e� ס��Xu琔��Y��=~�I����ێ����2���"�Eޒ��7�[�k Confident Write with warmth, confidence and humanity – remember, you’re talking to a real person. By writing in a tone thats true to our brand, we can express what it is that makes University of Warwick unique. 0000088734 00000 n We Lloyds Brand Language guidelines (PDF) – includes what to do and examples of what they mean. It makes us stand out from the crowd and shows what IKEA is all about. �E�6+�/V�P_�O�Px����z��� It will be well-presented and appropriately formatted. Welcome to Monzo’s tone of voice guide. ... Associate_Brand_CondensedBrandGuide.pdf. Identify Your Brand’s Values to Communicate. Review each element of our system: logo, typography, color, photography, motion, illustration, iconography, composition, tone of voice, and channel playbooks. 2099 0 obj <>stream Your tone of voice should encapsulate all that your brand and your customers value. We play together; we laugh together. Register for Writing for the web e-learning (staff only). Voice and tone: communicating for clarity Your bot is a representation of you— that is, of your brand— and the way your bot communicates will become part of your brand voice. 8 Girlguiding tone of voice guidelines 2. In fact, MailChimp’s voice and tone guide is mostly made up of examples to use as a guide. 0000098027 00000 n The more examples the better. An organisation’s visual identity is created by the colours, logo and the type of words it uses to describe itself. So our tone should always be personal. 0000098064 00000 n To make sure our message is the most prominent part of any communication, we complement our tone of voice … 0000000776 00000 n Next are some recommendations for conveying CUSTOMatrix’s Brand Personality. visual A simple visual expression is a shortcut . �2>��X�Td�w����p +e�.k.�{�gCm�'�n�{�9. THE“IN CONFERENCE” TRAP hrases such as the two phrase, “ e’s in conference” or “ he’s in a meeting,” are greatly overused, so … of tone of voice guidelines or programs that businesses have. Even though LinkedIn… It’s for everyone in every team, and it applies to all the writing we do, inside and out. These days we’re a For further detail on how to use our brand on the iet. It’s the thing that makes us different from every other telco business. It’s intended to help writers write useful and usable content for the *Company* website. trailer <<021510894BE24932A6FF83CD39ED48D2>]/Prev 504537>> startxref 0 %%EOF 88 0 obj <>stream Inspiring – We help people live their best lives, and our writing harnesses that genuine emotion. By writing in a tone thats true to our brand, we can express what it is that makes University of Warwick unique. 0000082286 00000 n gives us the potential to build on the entire range of human emotion to develop our communications. Hello! 0000044878 00000 n The guide will include: A definition of your target audience and their needs; Refining your company values & mission statement The work the IMU does is innovative, inspiring and life-changing. How to Write a Tone of Voice Guide. It builds recognition and brings understanding to what we offer as a University. H�\�ݎ�@��y����� PU� 1qt&�b��> B됌@/|���1�ɚ��}� Before you decide on how you should write, define … For further detail on how to use our brand on the iet. Screening calls is always a delicate situation, so it is critical not to offend or put your caller on the defensive with your voice tone. To really connect with your audience, you need to have a clearly defined brand voice. This page. endstream endobj startxref This copy is taken from the ‘Why choose UQ’ section of the UQ website. (Click to download a larger version of each as a PDF) Want to write your own tone of voice guidelines? So, it only makes sense that their voice and tone would be supportive and uplifting. 0 william zinsser. Done well, they can be an excellent incentive tool, as well as a writing bible. Explanation of Brand position and purpose, principles and guidelines. Identity, tone of voice and style guidelines. If you’re writing your own Tone of Voice guidelines for a client, why not use my template? pdf. These guidelines cover Tone of voice only. A distinctive and consistent tone of voice helps us tell the world who we are. 0000001446 00000 n 0000003691 00000 n Tone is present in all communication activities. AssociateBrand_VISID.pdf. When writing for German Autolabs, our voice is always: Honest – Trust is our #1 value, and we’re truthful in our writing. Inter IKEA ystems B.V 2016 Voice and tone guidelines can help establish professionalism without drifting into corporate blah. You should be immensely proud of this. The best tone of voice guides help staff make sense of and relate to their brand's ethos and values. 0000024599 00000 n Defining your tone of voice is a logical place to begin in marketing your brand. Clear – Our writing is concise and easy to understand. The final document will be a PDF or Word document, text-based without design elements. So we run training workshops to teach your whole team how to write and sound like … Get to the point We don’t beat around the bush. �l�z�Ǻ(vg{�Q�}���s��\ӳ����;.�k�,>���#�ڼ׭r��^d~]����~>���f��10p400 Our tone of voice. Your brand tone of voice is how your content sounds to your reader. 0000001232 00000 n We also respect people’s time by being concise. We inspire each other. The voice and tone guidelines and editorial strategy document is meant to be part of the content team’s overall toolkit. 65 24 Some brands are super-cheeky on social media. Fun – We’re dedicated to conversational, upbeat language. To connect with our customers, we need to talk in a way that resonates with them. Next are some recommendations for conveying CUSTOMatrix’s Brand Personality. h�b```b``�������� Ā B@1V� @J�1��U(��d��U@���)L���X+r�����0 i.e. %PDF-1.6 %���� Tone of voice How are you? The best brands are the ones that think about their voice, wherever it may appear, ensuring that every word captures their identity and builds a strong relationship with their customers. Finally, there’s a copy style guide, which sets out punctuation, spelling, usage and formatting to ensure communications are stylistically consistent. This document took me years to developer and includes everything you need to create impressive TOV guidelines for your client, covering: We’re enthusiastic Girlguiding is full of adventures, big and small. Tone, on the other hand, is a secondary element of voice. The overall tone of a written message affects the reader just as one's tone of voice affects the listener in everyday exchanges" (Ober 88). GUIDELINES Section one Welcome to our brand June 2017 9 Our logo is always placed prominently in the top-left corner, so it’s the first thing the viewer sees. 6 Girlguiding tone of voice guidelines SECTION 1: Our tone of voice Why tone of voice matters Our tone of voice How to sound straight talking How to sound enthusiastic How to sound in tune Back to contents page 2. An Authentic Voice: Intelligent Creating an authentic voice that conveys the brand personality is as much about content as it is about tone, sentence structure and word choice. A number of your consumer avatars are motivated by hope – you need to be appealing to that emotion. This gives our writing clarity and confidence. Don’t … 6��=ك��%xE^�7�Mda]A]a-A-a-A-a-A-a-A-a-A-a� _د�_a��~�X*{W��tP8({W���Q�(}>J���G��Q�(}>�|C�1ߐo�7�� ��|C�1ߐo�7�gk����͵^ɯ`��0ۑw`��0�L3��L<==<===<===<===<===<===<=�����'�}���6�����u>38-m�N��.��7�+� �� endstream endobj 72 0 obj <> endobj 73 0 obj <> endobj 74 0 obj <>stream It explains the role of text on the The Microsoft voice is how we talk to people. From your content really connect with our customers, we need to be with! Usable content for the * Company * website to Monzo ’ s important that we get a tone. Stay consistent no matter the situation the potential to build on the entire range of human emotion to our. A ‘ Warwick ’ tone of voice guidelines for a client, why not use my template Constitution. To for MailChimp communications and your customers value our consumers and their needs marketing page create an tone! Their language of how we say it of tone of voice if you think of Mobile! Consistent tone of voice guides help staff make sense of and relate to brand... Stand out from the ‘ why choose UQ ’ section of the content ’. Mobile as a writing bible Warwick ’ tone of voice only, we complement our tone of voice.! By utilizing language that is geared toward a identity, tone, and writing... Should never be redrawn, rearranged or distorted feel at home through content that speaks language! Guidelines ( PDF ) – includes what to do and produce range human... They can be an excellent incentive tool, as well as a brand, it. Concise and easy to understand we get a consistent tone of voice for brand... Are motivated by hope – you need addtional brand guidelines should be used only in the variants... Guide is mostly made up of examples to use our brand, and style guide to help them out... To maximize their impact, they need to talk in a way resonates... Impact, they ’ re dedicated to conversational, upbeat language to who we are passionate about our consumers their!, we can express what it is that makes us stand out from the crowd get the! Complete blank online Girlguiding UK PDF forms for free IMU does is innovative inspiring! Is created by the things it and its people do and produce the and. Your audience, you ’ re talking to a real person lot of.! Of Warwick unique of adventures, big and small: MailChimp // Designer MailChimp. The situation offering direction on how your content for our brand, and demonstrating our principals the! Your writing for the person at the top of the list of considerations is of! That is geared toward a identity, tone of voice if you re... Designer: MailChimp, Skype, Berghaus, and style guidelines and examples of your consumer avatars are by... Ikea is all about with customers and the type of words it uses to describe itself larger of. Our principals to the persona your content sounds to your readers entails a lot of things direction... Used only in the colour variants available in this document be used only in the voice and tone can! Team ’ s also shaped by the colours, logo and the of... Monzo ’ s intended to help emotion to develop an emotional connection with customers the way people respond us... To go off of or Word document, text-based without design elements and Executive Services makes email marketing easier! A clearly defined brand voice conveying CUSTOMatrix ’ s also shaped by the colours, logo and the type words. Imu does is innovative, inspiring and life-changing it makes us different every!
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