Brand writing styles.
Voice and tone examples.
What's your brand's writing style? Pick a style that aligns with your mantra and audience.
Genuine, transparent, and trustworthy perception appealing to community-centered fans.
Creative, spirited, and exciting perception, using actionable words to motivate fans.
Dependable, credentialed, and responsible brands that fans can count on.
Innovative, smart, and sleek brands appealing to pretentious fans with discerning taste.
Tough, strong, and powerful brands for fans that want to conquer the world.
What Is The Authentic Writing Style
Authentic brands are perceived as genuine, transparent, and trustworthy by fans. Highly relatable and welcoming, they often focus on the environment and community.
At Exeter Boots, our values are woven into the fabric of everything we do. We nurture a supportive culture where individuals are empowered to thrive while making a positive impact in the workplace, the community—and the world.
- Positive impact
- Improve lives
- Short, to the point
- Clear, concise, and honest
- Rich details
- Informal, welcoming tone
- Relatable phrases
- Questions that evoke curiosity
- Personable, pleasant, inviting
- People talk, conversational, colloquial
- Transparent, upfront, nothing to hide
- Grounded, down to earth, sensible
- Crisp, clean copy
- You, we
- Great, excellent, better
- Good, goodness
- Everyone, people, whole, world
- Real, ready
- Get, want
- We get it
- Not your cup of tea
- On the lookout
- Any other way
- Teamwork, team
- Look, see, understand
- Support, committed, dedicated
Authentic Writing Style Samples
The Secret to Getting Hired at Chipotle
Interviewing is not everyone’s cup of tea. We get that. That’s why we want to make our restaurant interviews as easy as possible for you — because when you’re comfortable, we get to see the real you. Check out some Chipotle interview advice below.
“Our managers are looking for great people who will help them ensure that every customer has an excellent experience at Chipotle. They don’t ask trick questions or try to scare candidates.”
— LUCY, RECRUITING MANAGER AT CHIPOTLE
It takes a whole team to serve up a great guest experience day in and day out in our restaurants. That’s why we’re on the lookout for two main skills during an interview: customer service and teamwork.
There is nothing better than seeing a customer’s face light up in the restaurant. So while we don’t require previous work experience to join our team, be ready for a few questions on great customer service that you’ve experienced or delivered to others in the past.
Not even the best Crew member can prepare fresh ingredients and deliver an awesome guest experience all by themselves. With over thirty people running each restaurant, we want to make sure new members will help take their team to the next level. Our managers can use the 13 Characteristics (fundamental personality traits that can’t be faked — they just come naturally) as a guide during your interview.
What Is The Energized Writing Style
Energized brands are creative and spirited, using actionable words and outside-the-box thinking to challenge and motivate. They shake things up in unexpected and inspiring ways.
At Exeter Boots, we go to extremes. That’s how we were brought up. Our first pair was made by BMX rider Felix Hanson when he needed tougher footwear to withstand the toughest world champion race. The results? A revolutionary design that took him across the finish line. For a win.
- Fast, fun, humorous
- Creative and casual word choices
- Friendly and welcoming
- Vivid descriptions
- Short, punchy rhythm
- Uplifting, inspiring happiness and hope
- Actionable, dynamic, on the move
- Motivating, encouraging, stimulating
- Challenging, pushing to limits, outside comfort zone
- Informal, free and easy
- Playful attitude
- Great, marvel, super
- Packs, pack
- Builds, built
- Future, beginnings, new
- Go, gone
- Like, unlike
- Gone full circle
- You betcha
- Bring a little sunshine
- Utterly, absolutely
Energized Writing Style Samples
It’s finally gone full circle “Black is the new black.” Can we back that statement up? You betcha.
You’ve heard of the expression that great things come in threes, right? Like The Three Stooges, The Three Amigos, The Three Musketeers….our team just cooked up the next great trio with Blax, Stax and Trax, modernized black masking and black show drapes.
Let’s start with the simplest of our three introductions. Say hello to Blax, ATOMIC’s version of masking blacks. Yes, you heard that right…masking blacks! But not just your standard run of the mill masking blacks. We’re breaking the rules and talking masking blacks unlike anything you’ve seen before.
- 70% less weight than standard issue velour drapes = reduced shipping
- Mock fullness = more formal
- Texture = more luxurious
- Webbing\Grommets\Ties AND Pipe pockets in one drape = choices, what?!
- Blax is a stuffer, not a folder = no wasted time and labor folding our drapes
- Non-absorbent fabric = leave the party at the party not on your drapes
- IFR = even when the party is heating up, your drapes are not.
- Tough as hell!
What Is The Authoritative Writing Style
Authoritative brands are seen as dependable, efficient and responsible. Some have been around for decades, if not centuries, consistently delivering reliable products and services.
We started making boots in 1929 because we believed nobody else was making them strong or durable enough to withstand the ongoing wear of daily life. While the world and our designs may have changed a lot since then, Exeter Boot’s dedication to creating the most dependable footwear remains the same.
- Pertinent information
- Largely objective, rather than subjective
- Explanations without talking down to reader
- Specific details
- Straightforward, no fluff
- Factual, rooted in research and proof
- Historic, distinguished, established
- Intelligent, knowledgeable, well-informed
- Proven, recognized, trusted
- Memorable, remarkable, enduring
- Nostalgic, sentimental, warm feel for the past
- Explore, open
- Allow, permit
- Need, require
- Change, elevate
- Treat, help
- Start, launch
- Power, powerful
- Market, marketing
- Offer, offering
- Connect, connection
- Simple, straightforward
- Strongly recommends, suggests
- Proven, classic, timeless
Authoritative Writing Style Samples
Allowing health plan changes outside of open enrollment without a permitted mid-year election change is risky. Doing so may lead to the following:
- Cancellation of your group health insurance plan,
- Disqualification of your cafeteria plan, and/or
- Opening the door for litigation or claims of discrimination.
What Every Employer Needs To Know
Under the Employee Retirement Income Security Act of 1974 (ERISA), the “plan administrator” is a fiduciary. According to ERISA, this is the person charged with the legal responsibility for the operation and administration of an employee benefit plan.
Typically, in a single-employer plan, the employer is the plan administrator.
Under ERISA, the plan administrator is required to administer the plan according to plan terms. If the plan administrator deviates from plan terms when administering the plan, the plan administrator is breaching its fiduciary duty. Breaches of fiduciary duty are actionable and could result in penalties from the Department of Labor (DOL) or a lawsuit under ERISA.
What Is The Sophisticated Writing Style
With innovative products and services, sophisticated brands convey status and power. They are considered glamorous and pretentious, meant for an exclusive crowd with discerning taste.
Sleek. Sophisticated. With a smidgeon of sass.
Our boots do the walking—and the talking.
- Slightly formal tone that imparts air of wisdom
- Careful word choice
- Loftier vocabulary than most other online content
- Extremes: Either extremely long or extremely short sentences and paragraphs
- Websites may have small library of informative articles but no blogs
- Intelligent, knowledgeable, well-informed
- Innovative, cutting-edge, original
- Exclusive, discerning, for the chosen few Minimalistic, sleek, streamlined
- Enable, allow
- Lead, leading, leading-edge
- Innovative, better
- Limited, unlimited
- Range, scope
- Develop, development
- Expertise, resources
- Vision, visionary
- Impeccable, infallible, ingenious
- Inspired, inspiration
- Experience, experiences
- Highest, deepest, loftiest
Sophisticated Writing Style Samples
In simple terms, cloud computing allows you to rent instead of buy your IT. Rather than investing heavily in databases, software, and hardware, companies opt to access their compute power via the internet, or the cloud, and pay for it as they use it. These cloud services now include, but are not limited to, servers, storage, databases, networking, software, analytics, and business intelligence.
Cloud computing provides the speed, scalability, and flexibility that enables businesses to develop, innovate, and support business IT solutions.
Cloud computing basics
When a company chooses to “move to the cloud,” it means that its IT infrastructure is stored offsite, at a data center that is maintained by the cloud computing provider. An industry-leading cloud provider has the responsibility for managing the customer’s IT infrastructure, integrating applications, and developing new capabilities and functionality to keep pace with market demands.
For customers, cloud computing offers more agility, scale, and flexibility. Instead of spending money and resources on legacy IT systems, customers are able to focus on more strategic tasks. Without making a large upfront investment, they can quickly access the computing resources they need—and pay only for what they use.
What Is The Rugged Writing Style
Tough, strong, and masculine, rugged brands encourage consumers to follow in their footsteps of breaking free of the ordinary. They’re bold, brave and often outdoor-oriented.
Exeter Boots is more than a footwear company. We’re an adventure company. And every breath we take, every stitch we make, is geared toward gearing you up for your next great challenge. With high-performance textiles and unrivaled design, our boots are primed to support your every step, jump or plunge along the way.
- Natural world
- Extreme detail that speaks directly to enthusiasts
- Targeted to very specific audience
- Snappy headers and useful info
- Confident and cavalier
- Informal with possible touch of humor
- Websites have press releases and other info, but not many blogs
- Minimalistic, sleek, streamlined
- Bold, fearless, daring
- Brazen, audacious, shameless
- Powerful, vigorous, capable
- Strong, able, tough
- Earthy, grounded, unafraid
- High-concept, high-powered, high-octane
- Adventures, excitement
- Next level
- Risk, reward
- Strong, strength
- Ultimate, optimum
- Like no other, unbeatable, unmatched
- Push boundaries, push the envelope
- Summit, zenith, peak
- Bold, brazen, heroic
- Not afraid to get your hands dirty
- Evolution, revolution
- Action, active
- Freedom, independence
- Unrestrained, free rein
Rugged Writing Style Samples
Industry-leading fly fishing gear company introduces new fly rod collection, hand-built in U.S.A.
MANCHESTER, Vt. (July 28, 2021) — Orvis, the family-owned and operated outdoor retailer that specializes in fly fishing gear, announces the launch of the Helios Blackout Rod collection. The new fly rod collection is hand-built at the Orvis Rod Shop in Manchester, Vermont, and is a high-concept series of premium fly rods that will provide users with scenario-specific equipment that matches an angler’s intended use.
“The research and development team at the Orvis Rod Shop is always curious and looking for ways to push the envelope of fly rod design to create new advantages for the angler,” says Shawn Combs, director of product design and development at Orvis. “With the new Helios Blackout models, our team developed new construction techniques to take the existing Helios 3 series to the next level with a focus on specific use-cases.
This is exhibited through three models that are designed for improved line control on big rivers, quick shots from a skiff, and unheard-of nymphing sensitivity without compromising accuracy.”