Marketing Conventions
Brand Voice Guidelines
Voice Attributes
- •Professional yet Approachable: Balance expertise with accessibility
- •Authentic and Transparent: Build trust through honesty
- •Empathetic and Understanding: Connect with audience needs
- •Confident but Humble: Show expertise without arrogance
Tone Spectrum
| Situation | Tone |
|---|---|
| Educational content | Informative, patient, clear |
| Product announcements | Excited, confident, urgent |
| Problem-solving | Empathetic, reassuring, solution-oriented |
| Industry insights | Authoritative, analytical, forward-thinking |
| Community engagement | Warm, appreciative, conversational |
Language Style
- •Use active voice for clarity and impact
- •Write in second person ("you") to address the reader directly
- •Avoid jargon unless explaining technical concepts
- •Use contractions for conversational feel (don't, can't, you'll)
- •Keep sentences relatively short (15-20 words average)
- •Use power words strategically to drive action
Style Guide
Formatting Standards
- •Headings: Use sentence case for H1, H2, H3
- •Lists: Use bullet points for non-sequential items, numbered for steps
- •Emphasis: Use bold sparingly for key points, italics for terms
- •Links: Use descriptive anchor text, not "click here"
- •Quotes: Use blockquotes for testimonials or important statements
Punctuation Rules
- •Oxford Comma: Use before "and" in lists of three or more
- •Em Dashes: Use with spaces on both sides for breaks — like this
- •En Dashes: Use for ranges (2020–2025)
- •Exclamation Points: Use sparingly, max one per paragraph
- •Question Marks: Use for rhetorical questions sparingly
Capitalization
- •Title Case: Use for blog post titles and page headings
- •Sentence Case: Use for subheadings and body content
- •Proper Nouns: Always capitalize brand names, product names, trademarks
- •Job Titles: Capitalize when preceding a name, lowercase otherwise
Tone and Messaging
Core Messages
- •Value Proposition: What makes your offering unique
- •Problem-Solution: How you address customer pain points
- •Social Proof: Evidence from customers and industry
- •Call-to-Action: Clear next steps for the audience
Messaging Framework
- •Hook: Grab attention with a compelling opening
- •Problem: Identify the audience's challenge
- •Solution: Present your offering as the answer
- •Proof: Support with evidence and examples
- •Action: Guide to the next step
Do's and Don'ts
| Do | Don't |
|---|---|
| Focus on benefits, not features | List technical specs without context |
| Use specific numbers and data | Make vague claims like "best in class" |
| Tell stories and use examples | Use empty marketing buzzwords |
| Address objections proactively | Ignore potential concerns |
| Keep promises realistic | Overpromise and underdeliver |
Visual Identity
Color Usage
- •Primary Colors: Use for branding elements, CTAs, and key highlights
- •Secondary Colors: Use for supporting elements and variety
- •Neutral Colors: Use for backgrounds, text, and balance
- •Accessibility: Ensure 4.5:1 contrast ratio for text
Typography
- •Headings: Use bold, larger fonts for hierarchy
- •Body Text: Use readable, clean fonts at appropriate sizes (16px minimum)
- •Accent Text: Use italics or different color for emphasis
- •Consistency: Use same fonts across all content
Image Guidelines
- •Quality: Use high-resolution images (minimum 1200px wide)
- •Relevance: Ensure images directly support the content
- •Branding: Include subtle brand elements when appropriate
- •Alt Text: Always provide descriptive alt text for accessibility
- •Rights: Use only licensed or original imagery
Brand Elements
- •Logo: Use consistent logo placement and sizing
- •Tagline: Include tagline in key brand touchpoints
- •Patterns: Use brand patterns for visual interest
- •Spacing: Maintain consistent whitespace and margins