What does our brand voice look like when put into practice? This will depend on how it’s used. Our tone—how we modulate our voice—can change depending on audience, medium, and goal. Content for advertising or marketing campaigns will offer many opportunities to lean into our voice; product and help content may offer fewer. When possible, look for small ways to inject our voice attributes.
Here are some examples to get you started.
Advertising or marketing campaigns
This kind of writing offers an opportunity to be full-throated with our brand voice by using aspirational language, varying sentence structure for impact and playing around with clever constructions.
Don’t wait for progress. Make it.
Good things come to those who see things as not good enough.
We think making a mountain out of a molehill isn’t as effective as making a mountain out of Maya.
When today gives you lemons, make a lemon-fueled bioeconomy.
Dreams really do come true. You just have to render them.
If you want to open a visionary, hydro-powered space colony, you’ll need to open 3ds Max first.
Product, learning, and community content
For informational or descriptive copy, we’ll modulate our voice. Often, we can inject flavor with a compelling introductory sentence or paragraph.
Please keep in mind that Autodesk embraces brevity as a best practice for copywriting. Adding voice to copy doesn’t require tacking on superfluous content. While some copy may benefit from a little more verbiage, strive to keep your writing tight, bright, and focused on essential information.
These before-and-after examples show how you can make small changes in copy that retain the meaning and intent while better reflecting our voice.