Brand Voice in Digital Products — Part 1
A writing style guide is instrumental in developing a stand-out brand.
By defining a brand’s voice and tone, product teams have relatable guidelines for implementing it.
Here are a few examples of content guidelines that take a product to the next user engagement level.
Global Audience
Excellent Consumer Experience starts with how a company’s leadership communicates with employees at every organization level.
As companies grow into diverse teams, some administrational tasks are automated and run the risk of distancing from the overarching brand voice.
Without step-by-step guidance from HR tools like Workday, making health benefit decisions and filing taxes can be stressful.
Simplifying terminology and bringing attention to more precise definitions can make these processes more accessible for everyone in your organization.
RECOMMENDED READING:
design.workday.com/content/voice-and-tone
Active Voice
Building a mobile application is about guiding users to make decisions faster and make them more productive.
Improving findability and promoting action through proper grammar are both great for conversion and user satisfaction.
While setting content guidelines for their product, Shopify realized they occasionally needed to talk on behalf of their merchants.
Communicating B2B and B2C in the same application is becoming more common, yet they require different vocabulary.
RECOMMENDED READING:
polaris.shopify.com/content/product-content
Microcopy
At its best, microcopy is about small screens and intuitive, specific, and useful communication.
Even during the early stages of the design process, working with words that have meaning helps clarify what works and what doesn’t in a well-crafted interface.
“Where are you going?” instead of “Search” or and an empty text field with a magnifier icon is probably the longest-lasting interface decision the AirBnB team ever made.
BTW sensible calls-to-action with clear iconography, illustration, or photography is always a strong pairing to delight your users.
RECOMMENDED READING:
airbnb.design/words-shape-design-2
BEYOND THE WORKSHOP SERIES, original post on Instagram.
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