Tone of Voice

Defining Your Content Style

Staying on brand with your content often means defining your content style. We help clients firmly establish their desired tone of voice and ultimately a writing style guideline, sometimes called a nomenclature guide. This is particularly important as you begin to scale your content marketing efforts since multiple content producers will need clear direction on how to write and what style rules they need to follow. For associations that rely on volunteer subject matter experts, having a published writing style guide will help content producers stay on voice and brand.

First we explore your brand’s personality. If your brand were a person, how would you describe him or her? Examples: The trusted friend? Humble hero? Quirky creative? Wacky disruptor? Then we define your voice’s key attributes, vocabulary and simple do’s and don’ts. We are not attempting to define every scenario but instead provide an instructive guideline for your content creators to follow when writing or producing graphics and video.

Once your voice is determined, we usually move on to documenting your writing style guidelines. This is typically a living document which contains:

  • How to properly use your trademarks
  • Key industry jargon you prefer
  • Organizational vocabulary you prefer
  • Branded terms you prefer
  • Proper spelling for commonly misspelled words
  • Capitalization and other punctuation rules

content style described in writing style guide

If you need help with your content’s tone of voice or establishing a writing style guide, contact us. We are here to help!