5 | Brand System Guidelines | September 2019
Context
Milliken Voice adapts in diferent
types of communications
(marketing, social, and technical).
1 / Brand Voice
Marketing
Marketing copy is where we find the voice of the company most succinctly
expressed in ways that align with the brand standards and supports our business
strategies. So, headlines, subheads, opening sentences, and paragraphs are
always in our voice and are the most connected to our company's purpose.
Social
The voice we use on social media generally reflects the same voice as our
marketing materials when it comes from the company. Alternatively, it can
be authentic to an individual when in their voice. Please refer to the
PR and Social Media Guidelines.
Technical
In technical and instructional documentation, we use unvoiced copy. Our goal here
is clarity, not brand recognition. But we still should use best practices when writing.
Please refer to the section on Writing Principles as a reference.