Explain the name and tagline.
What makes the company name memorable and important? The tagline should be the first thing you want people to know — a quick expression of value, in the brand’s voice.
Identify the voice and tone.
If the brand were a person, would it speak informally with contractions, slang, and humor? Or would it be more buttoned-up and serious? Does it refer to itself with the royal “we” or does it use the third person? Would it use active voice to inspire urgency or passive voice to project neutrality? Each guideline should reflect an understanding of the intended audience and the purpose of the communication.
Introduce the intended audience.
Describe the buyer personas that make up your customers, prospects, and referrals. Personas may have nicknames, like “Vanlife Vanessa” or “Homebody Horace,” and they should represent customers with different needs and interests who respond to different appeals. The better your designers and writers know the brand’s audience, the better they’ll communicate with them.