We are highly experienced with creating both tone of voice guides and technical style guides. We can also train your people to use one.
Your tone of voice guide:
Words can inspire, change perceptions, shape identity and express values. Basically what you say and how you say it shapes your public image. A tone of voice guide helps you better reflect your values. We can explain how to write your way, create examples of tone of voice in action and articulate some basic writing principles.
With a more consistent and distinctive way of talking, people will be able to better recognise and relate to you. And that has got to be a good thing.
Your technical style guide:
Consistency in communications is important. Using the same logos, fonts, terms and punctuation conventions gives your material a more professional look. It makes things easier for the writers and editors you hire, whether they’re in-house or freelancers. It also gets you thinking about how you want your material to represent you.
Your new style guide will help:
- people briefing and reviewing copy
- anyone facing customers, partners and suppliers
- human resources
- product and service teams
- brand and marketing teams.
Tone of Voice and Style Guide for Telstra Digital
APM was commissioned to develop Telstra Digital’s Tone of Voice and Style Guide to complement existing tone of voice materials and provide further clarity around tone, style, grammar etc., covering general tone of voice guidelines and how to apply them to copy.
We connect worlds. Our customers’ worlds. Customers are at the heart of everything we say and do. Basically they should feel that it’s all about them. When we speak to them, speak in their language and on their terms. Keep it conversational and easy to read. And avoid jargon, customers don’t think in technical terms.
Some of our technology is complicated so we can’t expect everyone to understand all of it. But we can tell them exactly how our products and services connect people to friends and families, entertain households and connect entire homes.
Better writing tips
Only write something if it benefits someone. After all, reading our content should be an uplifting experience.
Be clear and helpful. Our customers have to navigate our site by themselves, so your copy and text should guide them, as if there were an actual Telstra representative there to help.
Keep it short. Write short succinct sentences.
Write for scanners and skimmers. Break information into bitesize units, using two-sentence paragraphs introduced by frequent sub-headings (at least one per screen). Bulleted or numbered lists help customers to digest information at a glance.
TONE OF VOICE GUIDE FOR ROYAL AUTOMOBILE ASSOCIATION OF SOUTH AUSTRALIA
The Royal Automobile Association of South Australia (RAA) commissioned a tone of voice guide to better reflect its transformation into a more contemporary, innovative and progressive organisation. With a more consistent and distinctive way of talking to its members, it is now easier to recognise and relate to.
Times are changing and so are we. We’ve been around for over 100 years which means we’ve learnt a thing or two.One of which is you’ve got to change with the times. We’re transforming into a more contemporary, innovative and progressive organisation, one that speaks in a modern,conversational tone. This means writing like we talk, more naturally. A good test is to ask yourself: Does that sound like something I’d say?
Over the next few pages we explore how our values and personality traits are reflected in the way we communicate with our customers and each other:
■ Reliable and responsible
■ Honest and trustworthy
■ Innovative and progressive