🗣️Voice and Tone

This section covers how to portray the proper voice and tone with the Tech Fleet Brand.

Voice Principles

Our voice is how we sound. It reflects our personality and our values. Our tone changes depending on who we are talking to and what the situation is. Our voice must always reflect our commitment to inclusion and equity.

• Center mission, vision, and values: Everything we write should reflect our core beliefs.

• Match natural language: Speak in a way that our audience understands. Avoid sounding like a robot or a textbook.

Core Voice Traits

Welcoming

We are inclusive, kind, accessible, open, and friendly. We make sure everyone feels like they belong, regardless of their background or abilities.

Do This	Not This
"Welcome to the team! We are so glad you are here."	"You have been added to the system."
"Let's figure this out together."	"You need to fix this."
"Hi everyone, thanks for joining the call today."	"Attention all attendees, the meeting will now commence."
"We'd love to hear your thoughts on this."	"Submit your feedback via the portal."
"Come as you are, we are happy to have you."	"Ensure you meet all prerequisites before participating."

Caring

We are actively concerned with welfare, non-judgemental, compassionate, and thoughtful. We recognize that people have different needs and we accommodate them.

Do This	Not This
"It looks like you are having trouble with this task. How can I help?"	"Why haven't you finished this yet?"
"We know this is a hard topic to learn. Take your time."	"This is easy, you should know this by now."
"Take a break if you need one, your health comes first."	"Push through the pain, we have a deadline."
"I understand why that was frustrating for you."	"You shouldn't be upset about that."
"Let me know if you need any accommodations for the meeting."	"Everyone must have their cameras on for the entire meeting."

Informative

We are useful, enlightening, instructional, and clear. We provide information in a way that is easy to perceive and understand for everyone.

Do This	Not This
"To join a project, first fill out this form. Then, wait for an email from our team."	"Just sign up online."
"Agile means we build things in small steps so we can learn as we go."	"We use Agile methodologies to optimize delivery."
"The meeting starts at 2:00 pm EST. Here is the Zoom link."	"See you at the meeting later."
"If you forget your password, click 'Reset Password' on the login screen."	"Contact support if you can't log in."
"This document explains our three-year strategy and how we will achieve it."	"Here is the strategy doc."

Tone Variations

• Formal vs. Informal: Use informal language and slang only in chat or non-official contexts.

• Client and Partner Communications: When talking to clients, funders, or partners, our tone should feel professional and respectful, while still being welcoming and caring.

• Community Contexts: In our community spaces, the tone can be more relaxed and conversational.

Context	Do This	Not This
Slack Chat	"Hey everyone! Who is ready for the weekend?"	"Greetings colleagues. I trust you are prepared for the weekend."
Partner Email	"Thank you for partnering with us. We are excited to start this project."	"Thanks for the cash! Let's go!"
Website Copy	"Learn how to lead through service."	"Wanna be a boss? Click here."
Error Message	"We couldn't find that page. Let's get you back home."	"404 Error: Page Not Found."
Event Invite	"Join us for a workshop on team building."	"You are hereby summoned to attend a mandatory training session."

Humor and Emotion

• Memes and GIFs: They must always reflect our core values and never put anyone down.

• Punctuation and Emojis: Use exclamation points and emojis in moderation. They can add warmth, but too many can look unprofessional and can be confusing for screen readers.

Do This	Not This
"Great job on the presentation today! 🌟"	"GREAT JOB ON THE PRESENTATION TODAY!!!!!!! 🎉🎉🎉🎉🎉"
"We are so excited to announce our new project."	"OMG WE ARE SO EXCITED ABOUT THIS NEW PROJECT!!!!!"
"Thanks for your help with this."	"Thanks for your help with this. 🤪"
"Welcome to the community! 👋"	"Welcome to the community! 🚀🔥💯🙌"
"That was a funny moment in the meeting."	[Posting a meme that makes fun of a specific team member]