Tone & Voice Guidelines

[pbest]

A document outlining a written style used for a brand or brand entity (website), and copywriting direction on behalf of the brand

Why

Having tone and voice guidelines provides all content creators with a unified reference of copywriting to provide a unified and cohesive customer experience

Time Required

12 hours

How to do it

1. Reference any existing brand style guide or copywriting documentation4
2. Reference existing site to find inconsistencies and pull out the best practices (existing site, industry, personal knowledge)
3. Define themes and guidelines, providing descriptions and sample copy
4. Best put into a deck with the help of a designer

Pro-tips

1. Make everything short and digestible: Lists and tips are better than long copy. Paragraphs should only be used to introduce overarching themes and ideas
2. Provide various ways to understand: Use different sections (How we talk about ourselves, words we do/don’t use, brand values, etc.)
3. Spend time on copywriting guidelines: While, do we say “and” or use an ampersand in titles or oxford commas may seem trivial, but helps create a unified experience
4. Include Audience Data: Don’t only include how we talk, but who we’re talking to

Example

https://docs.google.com/presentation/d/166-HqaLBYV0VBeVwWARvJhQXBTtvtpbYVfEP6ic3-B8/edit?ts=5c82d54c#slide=id.g29f40299f1_0_1107

Links:
https://coschedule.com/blog/brand-voice-guidelines/