Voice and Tone

This section defines the NayaOne brand voice and how tone should be adapted across different contexts and platforms.

A consistent voice and appropriate tone help establish brand identity, build trust, and ensure clear communication with users across all touchpoints.

General rules

• Content must reflect the NayaOne brand voice
• Tone should be adapted appropriately for context and audience
• Voice must remain consistent across all applications and modules
• Content must be clear, accessible, and user-focused
• Language should be professional yet approachable

Brand voice

The NayaOne brand voice is professional, clear, and approachable.

Core characteristics

• Professional: Demonstrates expertise and credibility without being overly formal
• Clear: Communicates complex ideas simply and directly
• Approachable: Friendly and human, avoiding jargon when possible
• Confident: Assured but not arrogant
• Helpful: Focused on solving problems and supporting users

Voice principles

DOs

1. Use clear, direct language
2. Write for your audience's level of expertise
3. Focus on user benefits and outcomes
4. Use active voice when possible
5. Be concise and avoid unnecessary words

DON'Ts

1. Use excessive jargon or technical terms without explanation
2. Write in a condescending or patronizing tone
3. Use passive voice unnecessarily
4. Include marketing fluff or vague promises
5. Assume users have prior knowledge without context

Voice examples

Good: “Connect your data sources to get started. We’ll guide you through each step.”

Avoid: “Leverage our cutting-edge platform to seamlessly integrate your disparate data ecosystems and unlock unprecedented insights.”

Good: “Your changes are saved automatically. You can edit them anytime.”

Avoid: “All modifications are automatically persisted to the system, enabling continuous refinement of your configuration parameters.”

Tone variations

While the brand voice remains consistent, tone should adapt to context, platform, and user needs.

Context-based tone

Documentation and help content

• Tone: Clear, instructional, supportive
• Focus: Step-by-step guidance, clarity, accuracy
• Example: “To export your data, click the Export button in the top-right corner. Select your preferred format from the dropdown menu.”

User interface (UI) text

• Tone: Concise, action-oriented, helpful
• Focus: Clarity, brevity, immediate understanding
• Example: “Save changes”, “Connecting…”, “All set! Your profile has been updated.”

Error messages and alerts

• Tone: Helpful, clear, solution-focused
• Focus: Explain what happened, why it happened, and how to fix it
• Example: “We couldn’t save your changes. Please check your connection and try again. If the problem persists, contact support.”

Marketing and promotional content

• Tone: Engaging, benefit-focused, confident
• Focus: Value proposition, user outcomes, brand personality
• Example: “Transform how your team collaborates. NayaOne brings everything together in one powerful platform.”

Platform considerations

Social media

• More conversational and engaging
• Can use emojis sparingly and appropriately
• Shorter, punchier content
• Still maintains professionalism

Email communications

• Professional but warm
• Clear subject lines and calls to action
• Respectful of user’s time
• Personal when appropriate

In-app messaging

• Concise and contextual
• Action-oriented
• Helpful and supportive
• Non-intrusive

Whitepapers and technical content

• More formal and detailed
• Technical accuracy is paramount
• Can use industry terminology appropriately
• Still maintains clarity and accessibility

Writing guidelines

Clarity and simplicity

• Use simple, everyday words when possible
• Break down complex concepts into digestible pieces
• Use examples and analogies to clarify abstract ideas
• Avoid unnecessary complexity

User-focused language

• Write from the user’s perspective
• Focus on what users can do, not what the system does
• Use “you” and “your” to address users directly
• Emphasize benefits and outcomes

Consistency

• Use consistent terminology across all content
• Follow the same patterns for similar actions
• Maintain consistent formatting and structure
• Use the same tone for similar contexts

Accessibility

• Use plain language
• Avoid idioms and cultural references that may not translate
• Provide context for technical terms
• Ensure content is readable and understandable

Content types

Headings and titles

• Clear and descriptive
• Use action-oriented language when appropriate
• Avoid vague or generic titles
• Match the content hierarchy

Button labels

• Use action verbs (“Save”, “Cancel”, “Continue”)
• Be specific (“Save changes” vs “Save”)
• Keep labels concise
• Match user expectations

Form labels and help text

• Clear and specific
• Explain why information is needed when helpful
• Provide examples when appropriate
• Use consistent formatting

Notifications and feedback

• Acknowledge user actions
• Provide clear next steps
• Use appropriate urgency levels
• Be helpful, not alarming

Testing and validation

• Review content for voice consistency
• Test tone appropriateness for context
• Validate clarity with users
• Ensure accessibility requirements are met
• Check consistency across applications and modules