Brand voice kit

pacpio-team/brand-voice-kit
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Owner: Pacpio Team Made by the Pacpio team
Made by the Pacpio team
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brand.md

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voice

Updated: . Decided by: . Texts in: .

Who we are, in three words

, , :

Who we talk to

<the customer in one or two lines, in their own words>

Tone on four scales

Scale Where we sit (1 to 5) A line that shows it
Funny 1 … 5 Serious ""
Casual 1 … 5 Formal ""
Irreverent 1 … 5 Respectful ""
Enthusiastic 1 … 5 Matter-of-fact ""

Traits

Trait Means Does not mean A line that sounds like us
""

Tone by situation

  • Welcome, first contact:
  • Everyday post or message:
  • Selling (offer, price):
  • Something went wrong (delay, mistake, apology):
  • Support answer:

Words we use

  • :

Words we avoid

  • : ; say instead

Greetings, sign-offs, punctuation, emoji

  • Greeting: <>
  • Sign-off: <>
  • Exclamation marks: <never / one per text / freely>
  • Emoji: <none / which ones, how many>
  • "We" or "I": <>

Sentences that sound like us

  • ""

Sentences that do not

  • "":

Who writes what

  • : 
# <Brand> voiceUpdated: <date>. Decided by: <who>. Texts in: <language>.## Who we are, in three words<word>, <word>, <word>: <one line on what each means for how we write>## Who we talk to<the customer in one or two lines, in their own words>## Tone on four scales| Scale | Where we sit (1 to 5) | A line that shows it ||---|---|---|| Funny 1 … 5 Serious | <n> | "<line>" || Casual 1 … 5 Formal | <n> | "<line>" || Irreverent 1 … 5 Respectful | <n> | "<line>" || Enthusiastic 1 … 5 Matter-of-fact | <n> | "<line>" |## Traits| Trait | Means | Does not mean | A line that sounds like us ||---|---|---|---|| <trait> | <what we do> | <what we never do> | "<line from real copy>" |## Tone by situation- Welcome, first contact: <how>- Everyday post or message: <how>- Selling (offer, price): <how>- Something went wrong (delay, mistake, apology): <how>- Support answer: <how>## Words we use- <term>: <where and why>## Words we avoid- <word>: <why>; say <replacement> instead## Greetings, sign-offs, punctuation, emoji- Greeting: <>- Sign-off: <>- Exclamation marks: <never / one per text / freely>- Emoji: <none / which ones, how many>- "We" or "I": <>## Sentences that sound like us- "<from real copy>"## Sentences that do not- "<line>": <why not>## Who writes what- <person or assistant>: <kinds of texts>