For example, Shopify’s brand voice guidelines start with four clear directives on what the brand sounds like. Each directive includes more specific examples and points. Their style guide also includes instructions on how to communicate in specific situations. You’ll find a do’s and don’ts...
As you can see from this example, you can evoke brand voice in subtle yet effective ways. If the blogger had instead written, "If a goat is scared, it becomes nervous. The animal's muscles contract and it faints as a result", the writer would've evoked...
The brand guidelines should provide instructions on how to use the brand logo, colors, typography, and imagery in a consistent manner across all social media platforms. They should also specify the tone of voice and style of communication that should be used when interacting with customers. Consis...
Slack is a great example of a unique B2B brand voice. The workplace communication platform’s writing guidelines describe the Slack voice as “clear, concise and human, like a friendly, intelligent coworker.” Along with addressing voice and tone, Slack outlines stylization guidelines, copy princi...
According to Starbucks’ current brand guidelines, they describe their brand voice to be “functional” and “expressive.” The functionality can be found in the way they direct customers to buy their products and their expressiveness is seen in the fun ways they describe their drinks. For examp...
What I like:Despite its famously simple t-shirts, I Love New York has a brand style guide. The company begins its guidelines with a thorough explanation of its mission, vision, story, target audience, and tone of voice. Only then does the style guide delve into its logo positioning on va...
This is where tone of voice comes into play. Tone allows you the flexibility you need to meet customers where they are on different platforms. For example, Girlfriend Collective changes its tone slightly from platform to platform, to match the mood. In its welcome email, the brand uses the...
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“Your voice is constant. Your brand should always sound like your brand, regardless of the channel or situation,” Margaret says. “Tone, on the other hand, is how your voice adapts to different situations. For example, the tone you use with a customer who’s just made a sale is ...
Exceptional brand guidelines to inspire your own branding strategy, complete with examples of cohesive, typographic, extensive, minimalist, voice & tone, grid-based, and inspirational guidelines.