Our voice is a reflection of our personality, an expression of our values and a vehicle through which our story will be told. As we communicate with a variety of audiences and convey a variety of messages, it is important that we do so through one consistent brand voice.
Because the things that are worth exploring don’t happen on the ground level.
They go deeper and span wider than most people dare to consider.
But we’re not most people.
And we don’t see things the way most people do.
by looking in the unexplored spaces.
by jumping headlong into the unknown.
And wherever we focus our attention, we go all in.
are just the things that haven’t been studied enough, seen from the proper perspective or explored by people who know what to do with what they find. We’re experts in fields that don’t exist yet. And we’re just scratching the surface of thinking that goes back millennia.
We pursue big questions because we’re curious. We put in the hard work because we’re ambitious. We look in new directions because we’re inventive.
This isn’t language you’ll use in the majority of headlines. But it does provide an emotional hook and a starting point for crafting communications.
Through our brand voice, we illustrate how we find solutions that others don’t because we look beyond the surface, we see the connections that come when we bring together multiple points of view, and we see farther.
Use language that shows how we’re doing more than what’s obvious or expected, and how we represent more than what we appear.
We bring together creativity and analysis, we’re ambitious and humble, pragmatic and visionary. And in our language, we explore the unexpected combinations we find.
As Miners, we share a certain mindset. And in the language we choose, we further define what it means to be a Miner. We do X, because we’re Y. And we do it all because we’re Miners.
(when you're writing)
Use bold, direct statements to capture attention. And keep it short, getting to the point as quickly as possible.
Make only the point you’re trying to make. Every communication won’t contain every detail, so focus on what’s important.
Give your reader a reason to care. Lead with audience-specific benefits (what they get) and back it up with our brand attributes (what we offer).
Vary the cadence of communications. Mix short sentences with longer ones to avoid falling into a repetitive rut. Check for rhythm and flow by reading passages aloud.
We write like we speak, aligned with our brand personality. This may occasionally mean breaking a grammar rule or two. Used judiciously, contractions and sentence fragments add personality to communications.
Use first person plural and second person pronouns (“we”/”us” and “you” where appropriate). It engages your reader in a direct, human way.
Consult your core messaging when creating communications, and look for places to include key messages.
Back up statements with proof points. Share real, honest stories of the work we’re doing.
Give your audience a clear call to action, so they know exactly what you want them to do (or know, or feel) after receiving the information.
A headline should be more than just the name of the thing we’re talking about. Since it may be the only thing our audience reads as they scan the copy, make sure it’s compelling, interesting and easy to pull information from.