CONTENT MOOD & TONE GUIDE Table of Contents I.
Introduction ................................................................................................................................. 1
II.
Purpose & Objective .................................................................................................................... 1
III.
Language Basics ..................................................................................................................... 3
IV.
Our Brand Identity ................................................................................................................... 5
A. B. C. D.
V.
Brand Name: SmartPay ........................................................................................................................ 5 Brand Manifesto .................................................................................................................................... 5 Product Introduction ............................................................................................................................. 6 Partnerships .......................................................................................................................................... 7
Our Communication .................................................................................................................... 8 A. B. C. D. E. F.
VI. A. B. C. D. E.
VII.
Official website ...................................................................................................................................... 8 Social networks ..................................................................................................................................... 8 Live Chat/ Call Center ......................................................................................................................... 10 Press Release ...................................................................................................................................... 11 Sponsored Content .............................................................................................................................. 12 Offline Activities ................................................................................................................................... 12
Fundamentals of Brand Voice ............................................................................................... 13 Simplicity at its best ............................................................................................................................ 13 Sense of Locality .................................................................................................................................. 14 Instill Trust .......................................................................................................................................... 14 Genuine Encouragement ..................................................................................................................... 15 Benefit Highlights ................................................................................................................................ 15
Content Types ........................................................................................................................ 15
A. B. C.
Advertorial ........................................................................................................................................... 15 Editorial ............................................................................................................................................... 16 Images & Videos .................................................................................................................................. 16
VIII.
Application Writing ................................................................................................................ 18
A. B.
Content ................................................................................................................................................ 18 Visualization ......................................................................................................................................... 21
IX. A. B. C. D. E. F.
Copywriting blocks ................................................................................................................ 22 Labels .................................................................................................................................................. 22 Titles .................................................................................................................................................... 22 Body Text ............................................................................................................................................. 22 Call-to-action....................................................................................................................................... 23 Push Notification ................................................................................................................................. 24 Updates & Announcement .................................................................................................................. 24