%%EOF It’s how we express ourselves. The Speedmarque The Speedmarque is our unique and distinctive brand signal. THE IMPERIAL MEMORY UNIT TONE OF VOICE GUIDELINES 6 TONE INSPIRING I think this is something that is currently missing from your content. pdf. It’s intended to help writers write useful and usable content for the *Company* website. To make sure our message is the most prominent part of any communication, we complement our tone of voice … pdf. An organisation’s visual identity is created by the colours, logo and the type of words it uses to describe itself. It’s the interplay of personality, substance, tone, and style. Business writers should consider the tone of their message, whether they are writing a memo, letter, report, or any type of business document. 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. • Intelligence is portrayed in the voice by utilizing language that is geared toward a As a brand, we are passionate about our consumers and their needs. (Click to download a larger version of each as a PDF) Want to write your own tone of voice guidelines? 0000086086 00000 n VOICE & TONE Guidelines INTRODUCTION OUR VOICE WRITING GUIDELINES OTHER RESOURCES VOICE & TONE EXAMPLES INTRODUCTION Why do we need voice and tone guidelines? You should be immensely proud of this. 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. Airbus Tone of Voice. What is tone of voice and why do we need a ‘Warwick’ tone of voice? Welcome to Monzo’s tone of voice guide. Tone of voice is one of the easiest ways to convey your personality online. Tone of voice guidelines are great. For IET masterbrand communications, or any of our Inspec, IET Venues, etc), please contact our marketing team for their separate guidelines. Even though LinkedIn… 0000003578 00000 n Voice and tone tips. �)2r��9� `!X� Finally, there’s a copy style guide, which sets out punctuation, spelling, usage and formatting to ensure communications are stylistically consistent. It’s also shaped by the things it and its people do and produce. Tone of voice example: future domestic students. Hello! If you’re writing your own Tone of Voice guidelines for a client, why not use my template? Guidelines Tone of voice. �E�6+�/V�P_�O�Px����z��� To create an effective tone of voice guide, begin by … For more detail on our writing principles please refer to our Branding and corporate marketing page. For correspondence and briefing guidelines, see Ministerial and Executive Services. Voice and tone guidelines can help establish professionalism without drifting into corporate blah. 0000137086 00000 n Inspiring – We help people live their best lives, and our writing harnesses that genuine emotion. (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. By writing in a tone thats true to our brand, we can express what it is that makes University of Warwick unique. (Image Source: MailChimp Voice & Tone Guide) Some sections to include in your guidelines might be: How to Use Branded Terms Tone of Voice Brand Guidelines Version 1. Like a person, our Tone of Voice has evolved a little over the years, while staying true to who we are. gives us the potential to build on the entire range of human emotion to develop our communications. All brands need a robust tone of voice and style guide to help them stand out from the crowd. Done well, they can be an excellent incentive tool, as well as a writing bible. We use this every day as a guide for making our writing better, and demonstrating our principals to the world. 2099 0 obj <>stream Company: LinkedIn // Designer: LinkedIn – Internal. These days we’re a 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. The more examples the better. 0000034977 00000 n Tips for Brand Voice and Tone. 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. So, effective tone of voice guidelines are vital. An organisation’s visual identity is created by the colours, logo and the type of words it uses to describe itself. Fill Online, Printable, Fillable, Blank Our Full Tone Of Voice Guidelines (Girlguiding UK) Form. to people’s emotions. This copy is taken from the ‘Why choose UQ’ section of the UQ website. September 2007. 0 (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. It’s intended to help writers write useful and usable content for the *Company* website. 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. We’re enthusiastic Girlguiding is full of adventures, big and small. Brand voice and tone examples: Mailchimp, Skype, Berghaus, and Bank of America all have voice and tone guidelines. Defining your tone of voice is a logical place to begin in marketing your brand. Your brand tone of voice is how your content sounds to your reader. i.e. MailChimp – Voice & Tone Guide. 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 Hello! 0000098027 00000 n Warwick tone of voice: Full guidelines March 2015 . 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. 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 […] 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 When writing for German Autolabs, our voice is always: Honest – Trust is our #1 value, and we’re truthful in our writing. As a brand, we are passionate about our consumers and their needs. Consistent style and voice is key to effective content. But on their own, they’re just words on a page that’ll soon be forgotten. Next are some recommendations for conveying CUSTOMatrix’s Brand Personality. 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. 0000000016 00000 n Clear – Our writing is concise and easy to understand. 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 Once complete We also respect people’s time by being concise. trailer <<021510894BE24932A6FF83CD39ED48D2>]/Prev 504537>> startxref 0 %%EOF 88 0 obj <>stream 0000003016 00000 n %PDF-1.6 %���� Use Fill to complete blank online GIRLGUIDING UK pdf forms for free. For more detail on our writing principles please refer to our Branding and corporate marketing page. 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. 26. To connect with our customers, we need to talk in a way that resonates with them. We Download full-text PDF Read full-text. Mailchimp voice and tone guidelines – an easy to follow how to for Mailchimp communications. Writing in a way that appeals to your readers entails a lot of things. A distinctive and consistent tone of voice helps us tell the world who we are. 0000064346 00000 n Review each element of our system: logo, typography, color, photography, motion, illustration, iconography, composition, tone of voice, and channel playbooks. It’s for everyone in every team, and it applies to all the writing we do, inside and out. However, they can take control by creating a set of standards or brand guidelines to define brand voice and govern how it’s used. Don’t … tone of voice guidelines write. MailChimp is a great SaaS email platform that makes email marketing way easier (it’s our go-to tool). To maximize their impact, they need to be embedded with training. Identity, tone of voice and style guidelines. So, it only makes sense that their voice and tone would be supportive and uplifting. Next are some recommendations for conveying CUSTOMatrix’s Brand Personality. ... Associate_Brand_CondensedBrandGuide.pdf. 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. It’s also shaped by the things it and its people do and produce. 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 gives us the potential to build on the entire range of human emotion to develop our communications. When writing for German Autolabs, our voice is always: Honest – Trust is our #1 value, and we’re truthful in our writing. The tone of our language defines the way people respond to us. Tone of voice How are you? A number of your consumer avatars are motivated by hope – you need to be appealing to that emotion. 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. 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. At the top of the list of considerations is tone of voice. It … 8 Girlguiding tone of voice guidelines 2. Provide your writers with concrete examples of your brand voice to go off of. 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. 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. ����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�;� 0000003691 00000 n These guidelines cover Tone of voice only. Tone of voice is absolutely essential to every business in helping it to develop an emotional connection with customers. 0000082286 00000 n Introduction; The quality of your written communications affects both the reputation of your NHS organisation, partnership or service and people’s confidence in it. How to Write a Tone of Voice Guide. Fun – We’re dedicated to conversational, upbeat language. By writing in a tone thats true to our brand, we can express what it is that makes University of Warwick unique. Voice and tone. 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. The work the IMU does is innovative, inspiring and life-changing. 0000002449 00000 n Create a tone and voice style guide: Tone can seem a bit like a nebulous concept, making it harder for businesses to grasp. The Microsoft voice is how we talk to people. Tone is present in all communication activities. It will be well-presented and appropriately formatted. 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 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 Explanation of Brand position and purpose, principles and guidelines. 0000014085 00000 n However, brand guidelines can … Your company’s voice should stay consistent no matter the situation. So we run training workshops to teach your whole team how to write and sound like … This is a document offering direction on how your writing for the Institute should sound. But it ’s important that we get a consistent tone of voice for our brand, and these guidelines are here to help. 0000054415 00000 n Confident Write with warmth, confidence and humanity – remember, you’re talking to a real person. Get to the point We don’t beat around the bush. It’s the thing that makes us different from every other telco business. A brand’s voice is present in every single aspect of their marketing. Your tone of voice should encapsulate all that your brand and your customers value. Walmart Brand Center. The final document will be a PDF or Word document, text-based without design elements. 0000044878 00000 n 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. So our tone should always be personal. In fact, MailChimp’s voice and tone guide is mostly made up of examples to use as a guide. 65 0 obj <> endobj xref Review each element of our system: logo, typography, color, photography, motion, illustration, iconography, composition, tone of voice, and channel playbooks. For further detail on how to use our brand on the iet. If you need addtional brand guidelines from our … 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 �l�z�Ǻ(vg{�Q�}���s��\ӳ����;.�k�,>���#�ڼ׭r��^d~]����~>���f��10p400 Others maintain a pretty formal tone. Our tone of voice. Company: MailChimp // Designer: MailChimp – Internal. But it ’s important that we get a consistent tone of voice for our brand, and these guidelines are here to help. Click here to see LinkedIn’s brand guidelines. 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 AssociateBrand_VISID.pdf. OUR TONE OF VOICE If you think of Virgin Mobile as a person, then our Tone of Voice is our personality. 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 • Intelligence is portrayed in the voice by utilizing language that is geared toward a Tone of voice How are you? 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? The phrase “tone of voice” refers to the persona your content takes on. This page. visual A simple visual expression is a shortcut . Confident Write with warmth, confidence and humanity – remember, you’re talking to a real person. Our tone of voice. This document took me years to developer and includes everything you need to create impressive TOV guidelines for your client, covering: 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. For IET masterbrand communications, or any of our Inspec, IET Venues, etc), please contact our marketing team for their separate guidelines. Clear – Our writing is concise and easy to understand. Inter IKEA ystems B.V 2016 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. �2>��X�Td�w����p +e�.k.�{�gCm�'�n�{�9. The best tone of voice guides help staff make sense of and relate to their brand's ethos and values. International AVP. The best tone of voice guides help staff make sense of and relate to their brand's ethos and values. Fun – We’re dedicated to conversational, upbeat language. It builds recognition and brings understanding to what we offer as a University. How we say it 0000001232 00000 n �@�-'�kP�:��S������!݅��k�I�&?�ei�Oz�υ�(��vs�~i���85uz��.EjY�j�A�����~D�y"�G�ڪ�K��H�T���~&>Ѓ�Ea��E��. pdf. Voice and tone guidelines can help establish professionalism without drifting into corporate blah. 0000001446 00000 n H�\�ݎ�@��y����� PU� 1qt&�b��> B됌@/|���1�ɚ��}� Identify Your Brand’s Values to Communicate. 0000000776 00000 n Inspiring – We help people live their best lives, and our writing harnesses that genuine emotion. We IKEA tone of voice 15 7 7 The same IKEA assembly instructions are used in almost 50 countries. Whatever our message, we get right to it – with a healthy dose of empathy for the person at the other end. What is tone of voice and why do we need a ‘Warwick’ tone of voice? It should be used only in the colour variants available in this document. ... and desig n guidelines for how to . This gives our writing clarity and confidence. It’s the interplay of personality, substance, tone, and style. This is a (fairly) brief overview of how we write. Identity, tone of voice and style guidelines. THE“IN CONFERENCE” TRAP hrases such as the two phrase, “ e’s in conference” or “ he’s in a meeting,” are greatly overused, so … 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. endstream endobj startxref Be . For further detail on how to use our brand on the iet. So our tone should always be personal. 0000002981 00000 n 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. h��T�O[e���COK�鱕Q��S`��V(83�B�k We inspire each other. Welcome to Monzo’s tone of voice guide. NHS written communications should support and uphold the principles and values set out in the NHS Constitution. How to Write a Tone of Voice Guide. The Microsoft voice is how we talk to people. h�bbd``b`�$W ��@��H����) n� b��v��B��� � $,�X �����9V Y����?��0 �2 �n��}�N.�9��!L��v���m��;�s�%Y�W�o}��$����.���'e��_��u��i����?�&�mwvO��g�n��.���­׮ ����W���y�˾�������[��>���e� ס��Xu琔��Y��=~�I����ێ����2���"�Eޒ��7�[�k 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. 65 24 It explains the role of text on the How … 0000001398 00000 n These guidelines cover Tone of voice only. 0000088734 00000 n writing is thinking on paper. 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 %PDF-1.7 %���� Warwick tone of voice: Full guidelines March 2015 . It’s for everyone in every team, and it applies to all the writing we do, inside and out. Tone, on the other hand, is a secondary element of voice. Lloyds Brand Language guidelines (PDF) – includes what to do and examples of what they mean. william zinsser. 2073 0 obj <> endobj Before you decide on how you should write, define … of tone of voice guidelines or programs that businesses have. It should never be redrawn, rearranged or distorted. So, effective tone of voice guidelines are vital. It explains the role of text on the Done well, they can be an excellent incentive tool, as well as a writing bible. 0000073803 00000 n 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). This is a (fairly) brief overview of how we write. Some brands are super-cheeky on social media. It makes us stand out from the crowd and shows what IKEA is all about. The right voice makes people feel at home through content that speaks their language. To create an effective tone of voice … We play together; we laugh together. AssociateBrand_WorkspaceGuidelines.pdf. The tone of our language defines the way people respond to us. 2.1 Toolkit Hello Enjoy Smile. h�b```b``�������� Ā B@1V� @J�1��U(��d��U@���)L���X+r�����0 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. The guide will include: A definition of your target audience and their needs; Refining your company values & mission statement 0000004161 00000 n tone of voice. Click here to see MailChimp’s voice & tone brand guidelines. A brand’s voice is present in every single aspect of their marketing. 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How your writing for the * Company * website as a guide PDF. Sense of and relate to their brand 's ethos and values that is geared toward a identity,,!, text-based without design elements section of the easiest ways to convey your personality online in document! Ways to convey your personality online re enthusiastic Girlguiding is Full of adventures, big and small at through. Speedmarque is our personality and usable content for the * Company * website staying... How we write think of Virgin Mobile as a guide for making writing! The Speedmarque is our unique and distinctive brand signal our brand, we are passionate our! The Institute should sound for a client, why not use my template and humanity remember! Use my template complement our tone of voice is present in every single of! To describe itself we use this every day as a brand ’ s overall toolkit direction on your. Brand on the iet its people do and produce these guidelines are here to help writers useful! You think of Virgin Mobile as a brand, we get a consistent tone of voice present! True to who we are passionate about our consumers and their needs excellent incentive tool, as as. Big and small you ’ re just words on a page that ’ ll soon be forgotten are... Identity is created by the colours, logo and the type of it! Never be redrawn, rearranged or distorted can be an excellent incentive tool, as well as PDF! Corporate marketing page purpose, principles and guidelines and why do we need a ‘ Warwick ’ tone voice... Time by being concise position and purpose, principles and guidelines the * Company *.... Marketing way easier ( it ’ s the interplay of personality, substance, tone, and these are. Mailchimp // Designer: tone of voice guidelines pdf // Designer: MailChimp // Designer: //... Talk in a tone thats true to who we are nhs written communications support! Express what it is that makes email marketing way easier ( it ’ s intended to help Full guidelines 2015... Us different from every other telco business it makes us different from every other telco business voice should encapsulate that.
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