insonic guidelines
Voice and messaging
Principles for writing in the brand voice.
Governing principle
Keep voices connected.
Use this principle to review headlines, product copy, and instructions before applying a particular tone.
Voice qualities
Qualities
- calm
- clear
- precise
- technically literate
Lead with
- voice archives
- speaker identity
- source-linked knowledge
Avoid
- unsubstantiated recognition accuracy
- claims of implemented planned capabilities
- invented testimonials
Personality
Calm
Uses quiet surfaces and concise explanations
Avoid: Manufactured urgencyPrecise
Names sources, speakers and processing states clearly
Avoid: Unsupported accuracy claimsConnected
Shows relationships between voices and their source material
Avoid: Anonymous decorative graph imageryA ShruggieTech project