Voice and Tone Best Practices

When creating voice and tone guidelines, keep in mind these best practices:

  • A company is like a person. The voice the company speaks with should be a voice that the target audience wants to talk to.
  • Consider the personality. Every company likes different metaphors, but pick one that seems appropriate. For example:
    • If your company was a car, what kind would it be?
    • If your company was played by a movie star, who would it be?
    • If your company was a restaurant, where would it be?
  • Another way to ask this question is what car would the target audience drive, what movie star would they want to befriend, and what restaurant would they picture themselves at?
  • Play out actual conversations. Identify the questions the customer/client/user would ask, and how you can best answer it.
  • Play with different archetypes.
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