Storyblocks Brand Guidelines
Voice Direction and Principles
Here’s the most important advice about writing in the Storyblock style and tone of voice: Relax, you already know how to do this. Just keep our strategy and positioning
in mind, take a close look at these directional guidelines and don’t be afraid to express yourself. (People respond to messages that sound like they’re written by real people,
not robots.)
1. We’re casual
We’re informal, friendly and down-to-earth. When
we communicate, we keep the language straightforward
so everybody feels welcome. No buzz words,
no industry jargon or fancy pants vocabulary words.
Example: Creative vision and tight budget.
New best friends.
2. We’re aspirational
We’re optimists by nature and we always keep
the attitude positive. This means when we write,
we tend to celebrate people’s ideas, projects and
storytelling talents. There’s nothing wrong with
a little flattery, right?
Example: You’re a kid in a digital stock
candy store.
3. We’re to the point
Digital storytellers are busy people on a fast
approaching deadline. So we keep what we write
short and tight. Our sentences are compact and
punchy and get right to the point. Otherwise, really,
what’s the point?
Example: We’re for artists, exactly 100%.
4. We’re playful
We think a sense of humor is part of what makes
Storyblocks rock. While we’re serious and passionate
about what we do, we like to keep things light. So we
look for places to inject humor. It might be a headline
or the last line of copy. Don’t go crazy, avoid the snarky,
just go for the smile.
Example: More creative sparks, less
wet blankets.
5. We’re Robin Hoods
We’re flipping the world of stock upside down. So on
occasion, we like a little pop of disruption. Make a bold
statement, give it a positive twist and remember – our
bright visual identity softens the attitude of the words.
Example: Burning down the house that
over-priced stock built.
6. We’re on message
We have a unique and powerful story to tell about
making terrific media assets afordable for digital
storytellers everywhere. Look for fresh ways
to continually reinforce that message. The trick
is to be creative, not repetitive. Word twists and
analogies are a great way to go.
Example: We’re the gourmet food truck
of digital assets.
A final word on words
There’s a time and place for brand voice. We put
personality into our headlines and social media
communication. Subheads and copy should be more
functional and focused on benefits. We like the last
line of a paragraph to be more playful or empathetic.
Try to strike that nice balance between professional
and friend.
Brand Strategy and Messaging | Brand Voice Style and Tone