Background
Brand voice is how users feel your product in words — homepage, emails, push notifications, error messages. Inconsistent voice erodes trust faster than a mediocre logo.
Your mission
Define a brand voice and messaging system for BoardingPass (or document improvements if you treat it as a rebrand exercise). Apply it across multiple touchpoints.
Required guide sections
- Brand personality — 3–4 traits (e.g. confident, practical, encouraging — not all "friendly").
- Voice pillars — 3 pillars with description + example sentence each.
- Do / Don't table — at least 6 rows (tone, jargon, humor, urgency, empathy, CTAs).
- Tagline options — 3 alternatives with rationale; pick one recommended.
- Lexicon — preferred terms ("application tracker" vs "CRM") and words to avoid.
- Channel notes — one paragraph each for web, email, push (how voice shifts).
Rewrite deliverables
- Homepage hero — headline, subhead, primary CTA, secondary CTA (before/after if auditing existing).
- One lifecycle email — welcome or "you saved your first job" with subject line + preview text.
Requirements
- Messaging guide PDF — 4–8 pages, designer/PM readable.
- Copy doc — Google Doc with rewrites and alternates in comments or appendix.
- Alignment with product — voice matches career/employment context, not generic SaaS.
- Examples grounded in BoardingPass features — job search, tracker, experience challenges.
Evaluation criteria
- Distinctiveness — voice is recognizable, not "professional and approachable" only.
- Applicability — another writer could draft a push notification using your guide.
- Rewrite quality — hero and email feel cohesive with pillars.
- Do/don't utility — specific enough to settle disagreements.
Tips
- Read copy aloud; if you stumble, simplify.
- Error message example optional bonus: "Session expired" vs "You've been logged out for security."
- Reference Orbital tagline Destination: Employment if it fits your system.
Submission checklist
