Copy principles

Our copy principles are key to maintaining the distinctive voice and tone of BrandBook and ensuring consistency across all our partners and functions. By adhering to these principles, we can streamline our review and decision-making processes and ultimately create more effective and compelling copy.

These principles ensure consistent BrandBook voice and tone across all functions and partners, leading to better and efficient reviews and decisions. Follow these principles for all copywriting tasks.

Voice and tone

At BrandBook, we value clear and concise communication. Our voice is friendly, professional and confident. By following these voice and tone guidelines, we can ensure that our writing consistently represents the BrandBook brand and resonates with our audience.

Friendly

We aim to sound approachable and welcoming in all our writing. We want our tone to be conversational and relatable.

Professional

While we strive to sound friendly, we also want to maintain a level of professionalism in our communication. We avoid using slang or jargon that might be confusing to our audience.

Confident

We believe in the quality of our brand and products. Our tone should be confident, assertive, and knowledgeable. We want to showcase our expertise and reassure our audience that they can trust us.

Example

"Hello there! We hope this message finds you doing well. We wanted to check in and see how you're doing. We know these are challenging times, and we care about your well-being. Our team is here to support you in any way we can, so please don't hesitate to reach out if you need anything. We value your partnership and are committed to providing you with the best service possible. Thank you for choosing our brand!"

Stylization

Our writing adheres to the AP style, with any noted exceptions outlined in the BrandBook editorial style guide. When it comes to spelling, we use the first entry for a word in Merriam-Webster, unless there are specific guidelines indicating otherwise.

Capitalization

Sentence case is the standard capitalization style used for most BrandBook written content.

• Use sentence case for headlines, subheads, body copy, and links.

• Reserve caps case for buttons, eyebrows, and jump links.

The stylization guidelines cover the use of color, typography, and icons, as well as voice and tone principles and copy guidelines. BrandBook follows a sentence case capitalization style and AP style for grammar, and encourages the appropriate use of emoji. Exclusionary language is never allowed.

Title and lowercase

For proper nouns and organizational departments in headlines, use title case. Capitalization of product terms varies, please refer to the BrandBook. Always use lowercase for "enframer.com" except when used at the beginning of a sentence.

Example

"People who are looking to create a brand guideline are going to enjoy the BrandBook framer template by enframer.com"

Language

Inclusive language is an essential part of our communication. Therefore, it's crucial to avoid exclusionary terms, cultural appropriation, ableist or misgendering language, and any language that may be interpreted as a slur. This includes the use of slang, pop culture references, most abbreviations, and anything else that might resonate with only a few people, but not most people.

Emoji

Emoji can add meaning or delight to our words when used appropriately, so we encourage their use in the right place and time. However, it's important to remember not to use emoji to replace words in a sentence. Let's use emoji thoughtfully and intentionally to enhance our messaging. 👍