Verbal system · The tone of voice · Element
The rules
The specific constraints on how the brand writes.
The part
What it is
Sentence length, person, contractions, jargon, how the organisation refers to itself and to customers. Each of these is decided or drifts.
Rules should be few and checkable. A style guide nobody can hold in mind is applied by nobody.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the tone of voice
The pairs
Real sentences with their rewrites.
LearnThe surfaces
Which written surfaces the voice covers.
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