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

1. Hook: Grab attention with a compelling opening
2. Problem: Identify the audience's challenge
3. Solution: Present your offering as the answer
4. Proof: Support with evidence and examples
5. 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