Voice & verbal identity
Tone by context
Voice is who we are. Tone is how we adjust for context. Grammar and UI state copy: content style guide.
| Context | Tone | Example |
|---|---|---|
| Website/Marketing | Confident, benefit-first, concrete | "We read every answer and hand back what to fix first." |
| Cold outreach | Hook first, product second, verification in sentence two | "Your next edition stops being planned around whoever complained loudest." |
| The debrief & reports | Sober analysis. No marketing voice inside a report, ever | "Provisions 3.8/5, the weakest criterion. All critical mentions concentrate at km 15." |
| Product/UI | Clear, helpful, efficient | "Report ready. 462 verified responses." |
| Data & legal | Precise GDPR language (processor, controller, DPA), never simplified into claims we can't defend | "We act as processor; the data remains yours." |
| Support | Warm, patient, solution-oriented | "Let me help you sort that out." |
Reports are not marketing
The debrief and sponsor report travel further than the website because organizers forward them. No marketing voice inside a report — ever. Full rules: The report.
Style decisions (summary)
Full mechanics: content style guide — Grammar and mechanics.
| Decision | Our preference |
|---|---|
| Contractions | Yes. "You'll", not "you will" |
| Oxford comma | Yes |
| Numbers | Numerals for data (1,847 participants), words for casual use (two reasons) |
| Exclamation marks | Rarely. Enthusiasm comes from words |
| Emoji | Sparingly on social, never in product, reports or formal communications |
| Sentence case | Headlines use sentence case, not Title Case |
| Active voice | Prefer active |
Sporting Scouter Brand Guidelines
Visual identity: design-system.sportingscouter.com/brand. Writing mechanics: content-style-guide.sportingscouter.com.