Language GuidePurpose
The Language Guide provides guidelines on how to use language effectively and consistently across all company communications. It ensures that our messaging is clear, inclusive, and aligned with our brand voice.
Brand Voice
Our brand voice reflects our company's personality and values. It should be:
- Friendly and approachable: Use conversational language that makes our audience feel welcome.
- Professional and trustworthy: Maintain a tone that conveys expertise and reliability.
- Inclusive and respectful: Ensure that all language is inclusive and respectful of all individuals and groups.
Tone
The tone of our communications can vary depending on the context, but it should always align with our brand voice. Here are some examples:
- Customer Support: Empathetic and helpful. Example: "We're here to help you with any issues you might have."
- Marketing: Enthusiastic and engaging. Example: "Discover the amazing benefits of our new product!"
- Internal Communications: Clear and direct. Example: "Please submit your reports by Friday."
Grammar and Style
- Active Voice: Use active voice to make sentences clear and direct. Example: "We launched a new feature" instead of "A new feature was launched by us."
- Simple Language: Avoid jargon and complex language. Use simple, straightforward words.
- Consistency: Use consistent terminology and style across all communications. Refer to our Style Guide for specific rules.
Inclusive Language
- Gender-Neutral Terms: Use gender-neutral terms whenever possible. Example: "Chairperson" instead of "Chairman."
- Avoid Stereotypes: Avoid language that perpetuates stereotypes or biases.
- Respectful Language: Use language that respects all individuals and groups. Avoid terms that could be considered offensive or exclusionary.
Common Phrases and Terminology
- Approved Phrases: List of phrases that align with our brand voice. Example: "Thank you for your patience."
- Terminology: Glossary of terms commonly used in our industry and their definitions.