From the course: Developing a Style Guide

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Position statement and voice

Position statement and voice

From the course: Developing a Style Guide

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Position statement and voice

- [Instructor] The purpose of the position statement is to make explicit where your business stands in relation to its competitors without saying anything negative about your competitors. What's the status of your business within its industry? Is it new, established, innovative, pioneering? This should be short and its tone in keeping with whatever tone you've adopted as your brand voice. Not everyone using your style guide will be as familiar with your brand as you are. The position statement is your opportunity to clue them in about what your company is about. The style guide is not just about maintaining a consistent look but also about maintaining a consistent tone. The tone of your written communication plays a significant part in developing your brand style. The style guide itself will be an example of the writing tone you use, but it's also worth spelling it out. In the example of The Roux Academy, the style should…

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