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Tone of Voice Guidelines
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Introduction to Tone of Voice and Brand Attributes
What is tone of voice? What are brand attributes? Tone of voice is the expression of a brand's identity and values through written communication, across channels, both internally and externally. It’s how we speak–how we walk the walk and talk the talk as a written narrative. Brand attributes are who we are, how we resonate with users, and what we aim for their perception of us to be.
These guidelines serve as a tool to guarantee that every piece of written communication we create, whether it's for internal or external purposes, reflects our brand's unique voice and tone. Our visual identity, which encompasses our logo, color scheme, and typography, is also crucial in defining our brand and establishing a strong connection with our audience.
As a commercial organization, we are in constant competition for the best customers, employees, and partners. Therefore, it is critical that we clearly define what sets us apart from other companies and can effectively communicate our unique selling points. Consistency is everything. The more consistent we are, the more likely it is that people will understand what makes us special.
This guide was created to give you confidence in all your work and keep our brand’s tone of voice consistent across all channels and touchpoints.
Brand Attributes and TOV
Who are we? How do we define Qt? The following are our brand attributes, and how we wish to be perceived externally.
Qt is Trustworthy, Approachable, and Visionary.
Voice and Tone
The voice of Qt is at the core of our brand. It is reflected in our words, design, sound, and overall experience. We are bold, concise, and human.
Bold: While being down to earth, we still take pride in our work and remain confident in our abilities. We're not asking ourselves "if" we can help, but rather "how" we can help our users develop, design, assure, and optimize the future of digital experiences. We keep our solution-oriented, innovative mindset at the forefront of our communications.
Concise: Words are powerful, and we use them with clear intention. In our industry, wrong phrasing easily escalates into larger misunderstandings. We prioritize clarity for our readers and respect their time and intelligence. We strive to express ourselves as thought leaders in a straightforward manner, without overindulging in unnecessary details.
Human: At our core, we are developers communicating to developers, we are humans speaking to humans. We connect with our audience and aim to create a friendly, engaging, and welcoming atmosphere. Our users are the heart and soul of Qt, and they are why we do what we do.
Copywriting Principles
Simple principles that tell us not what to say, but how to say it—helping us uphold the unique Qt voice and tone.
- Straightforward and tangible.
- Approachable, human-to-human.
- We are problem solvers.
- Make it bold, but not boasting.
- We are the friendly, expert advisors.
What Not to Do
Humor: As much as we want to be approachable and human, humor is a tedious and complicated nuance to use well, especially in a global, commercial setting such as ours. When in doubt, don’t try to make a joke unless you are extra sure it will resonate with the audience you are writing to and that it won’t be misunderstood in any way.
Fun vs Boring: We are not fun for the sake of being silly. We want to be taken seriously as thought leaders. Just because we say we aren’t aiming for fun doesn’t mean we want to be boring either. We want to be bold, exciting problem solvers.
Don’t Be Too “Corporate”: There are certain channels or circumstances where we may have more of a corporate tone, such as a press release. However, overall, we want to be user-centric, one with our community and users. This means that we don’t want to speak down at people but be relatable while still being challengers to the status quo.
Buzzwords and Jargon:
It's important to consider the use of futuristic terms, exaggerations, or technical jargon and buzzwords. While it's okay to use them...
1. Please keep in mind we don’t use them as fillers or solely to stay on trend, their use needs to be purposeful and aligned with content.
2. Make sure they are widely recognized.
4. We don’t aim to coin our own terms. Always take SEO and other optimizations into consideration.
Simplify, but Don’t Dumb it Down:
Focus on using clear and concise language that is easy for everyone to understand, however, remember that you are most likely writing for someone who has a solid technical understanding and/or business acumen.
Complimenting TOV with Visuals
When it comes to creating effective communication, having great copy is only one piece of the puzzle. In addition to crafting the right words and tone of voice, incorporating visuals such as images and style elements can significantly enhance the overall message. By carefully selecting and using these elements, it is possible to be more concise, impactful, and create a human connection. Whether it's through choosing the right color scheme, using powerful images to convey emotion, or showing off a user interface, visuals play a crucial role in creating a message that resonates with our intended audience.
You can learn more about how to choose the right visuals for your messaging or project in the brand guides.
Here you will find the extended TOV and Brand Attributes Guidebook.
