Voice Guidelines

Our voice is part of our identity as Smartkarma. We address highly knowledgeable professionals with deep understanding of the topics we want to discuss. At the same time, we want to reach out to a broader audience and establish our presence as category and thought leaders. That’s why our voice should be confident but not arrogant. We will inform our users about topics they care about but we will also seek to challenge some of their preconceptions.

We will be covering some pretty specialised topics but we’re not writing university textbooks. Some colour will allow us to be interesting as well as informative. We don’t want to write content that we wouldn’t want to read ourselves!

To paraphrase Mailchimp’s excellent style guide, our voice should be:

  • Confident but not cocky
  • Smart but not stodgy
  • Expert but not bossy
  • (Occasionally) fun but not silly

Contact Us

If in any doubt about any of the voice elements of our brand please consult Michael Tegos