Marketing Conventions

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

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

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