beqom's brand voice: above all, clear and friendly
This is beqom’s content style guide. It helps us to write clearly and consistently across our different teams and through our different channels. Please use it as a reference when you’re writing for beqom.
This guide, which should take less than an hour to read, ensures that our content is clear, purposeful and friendly. It also ensures that our content is consistent and created with one voice.
Our visual identity guidelines ensure that we are consistent when we’re using brand assets. This content style guide ensures we are equally consistent when writing copy. We hope you find it useful.
Good content is clearly written, useful and echoes our voice and tone. Our content principles help you create content that delivers this goal.
1.1 Writing Principles
These are high level goals and principles that guide the content at a macro level. These principles guide and inform beqom’s written communication:
- Ensure content is: clear, purposeful and friendly.
- Write like a human and strive to build a connection with the reader.
- Do the hard work to make it simple.
- Use positive language and write in an active voice.
- Build trust.
When writing for beqom ensure your content is clear, purposeful and friendly. We write content for our users, not for us. When creating content, focus on giving users what they need:
- Write as simply as possible.
- Avoid jargon and use words our customers understand.
- Create content in a consistent manner.
Ensure everything you write satisfies a purpose and is to the point. By putting users first we make it easier and faster for them to find and use our services.
When writing about our products and services it’s important to strive to build a connection with the reader. Our goal is to build long-term relationships and we can do this by doing the hard work to keep things simple. Focus on the positives and solve our customers’ problems.
1.2 Keep it Clear
Writing clearly, requires hard work, but readers appreciate it because it enables them to find out what they need faster. As the UK’s GOV.UK team put it:
There’s no excuse for putting unnecessarily complicated writing in the way of people’s understanding.
When writing for beqom:
- Use plain language and simple sentences.
- Stick to the point and stay focused.
- Avoid jargon and don’t use ‘in-house’ language.
Readers on the web are busy and time-poor, they want the facts up front. When writing content for beqom, spend time distilling down your content, focusing only on what’s necessary,
As Blaise Pascal put it: “If I had more time I would have written you a shorter letter.”
In short ensure you use: short sentences; chunked content with scannable sub-headings; and simple vocabulary.This helps readers to find what they need and ensure they can absorb it with the minimum of work.
1.3 People First; Product Second
At beqom we’re a team and it’s important that we communicate that in our content. When creating content write it from the team’s perspective, not from the product’s. Use words like:
- We believe…
- As a team we aim to…
- Our mission…
When we write content – for marketing at the website, for the blog, or for social media – we should focus on people first, product second. When writing content consider the following questions, in this order:
- How can the team at beqom help?
- How can beqom’s products help?
At beqom we’re focused on building relationships with our customers that are deep and long-lasting. Putting people first helps to underline that message by focusing on connecting with customers.
1.4 Benefits > Features
When writing about beqom’s products, focus on benefits, not features. Listing endless features is overwhelming, especially to those unfamiliar with our products.
What customers really need are solutions to their problems. Features should only be listed when they’re used to establish credibility and at the service of solutions to problems.
When writing content ask yourself: What problems are we solving for our customers? What benefits are we offering? Build the content around that and avoid resorting to lengthy lists of features.
Our customers are humans with human problems. It’s important we talk to them in a jargon-free manner, focused on solving their problems and delivering clearly-defined benefits.
Readers are ‘information-weary’, so focus on being:
By focusing on benefits, it’s possible to keep the information focused. Start with the following question: What does the user want to know? Work back from that.
1.5 Voice and Tone
In keeping with beqom’s team-focused approach, it’s important that we communicate in a friendly, conversational manner using a consistent voice and tone.
Voice is consistent, it’s the character of the brand.. Tone changes depending on context, it’s how empathy is communicated.
Our goal is to make people happy, so our voice needs to reflect that.
Our company culture is fun and friendly, and beqom’s team members are passionate, leaders and experts. It’s important that your content echoes these core characteristics through a consistent voice.
beqom’s voice is:
Our voice and tone is friendly and authoritative. Our goal is to inform our users about our products without confusing or patronising them so that they can get their work done.