Why are brand and tone of voice guidelines often so dry, formulaic and unimaginative? Even for brands that are anything but?
As marketing experts, we should know better than this. Feeling inspired by some of the guiding lights of guidelines, I've put together a few helpful tips.
1 Know your audience
If we were designing something for people out there in the real world, we'd be all over this one. But strange things happen when marketing people make things for other people inside our little bubble. Obvious questions like 'Who is this for?' and 'How will they use it?' go out of the window. Big mistake. Who are your audience and what exactly do they need to know?
2 Be inspiring
When the brightest, best brands set out what they're all about, they make it inspirational. Check out how Uber do it at https://brand.uber.com. They call it 'The story of bits and atoms'. You also get a beautifully shot, immensely watchable video. If people enjoy your guidelines as an experience, if they feel inspired and empowered by them, you'll get a valuable head start.
3 Get fresh
Our brains are suckers for novelty. So try to be fresh and inventive, both in your language and design. Avoid clichés like ‘engaging’ that are so general and overused, any brand would aspire to them. And don’t be scared of combinations of principles that set up a tension or contradiction, as long as it makes sense for the brand. These are often the truly memorable and meaningful ones.
4 Show, don’t tell
Imagine a recipe book without the pictures. Tone of voice guidelines often fall into this trap. Too much theory, too little practice. Using them is a bit like doing the technical challenge in The Great British Bake Off, where contestants work blind from basic, unhelpful instructions. Pepper your guidelines (ting!) with examples throughout, and always include a 'Dos and Don'ts' section.
5 Practise what you preach
Speaking of which, it's amazing how many brand guidelines don't follow their own principles. If you're not doing it, how do you expect your reader to? I love the way MailChimp’s human, straightforward tone of voice sings out so naturally throughout at http://styleguide.mailchimp.com - down to the last detail. Do your guidelines do as you do and not just as you say?
6 Keep it simple, stupid
Your readers might be short on time. So put information in order of priority, sliced and diced into user-friendly sections. Sift out any unnecessary layers. Aim for just three brand experience principles they can apply to everything from tone of voice to design. Be empowering, not encyclopaedic. In the words of a great internet meme, 'Ain't nobody got time for that'.
