Social Voice Manifesto
This is a starter document outlining the MOOD MNKY social voice framework. Future iterations will include more examples and channel-specific guidelines.
Our Voice Philosophy
The MOOD MNKY social voice represents the embodiment of our brand personality in digital conversations and community interactions. It acts as the consistent, recognizable presence that brings our brand to life in social spaces, reflecting our values while building meaningful connections with our audience.Voice Pillars
Our social communication is built on four foundational pillars that guide all content creation and community interaction:Emotionally Attuned
We recognize and respond appropriately to emotional contexts, demonstrating empathy and emotional intelligence in all interactions.
Mindfully Creative
We approach communication with imagination and originality while maintaining purposeful intent and relevance.
Authentically Present
We speak with genuine honesty and transparency, avoiding artificial enthusiasm or corporate distance.
Warmly Inclusive
We create a sense of belonging through language that welcomes diverse perspectives and experiences.
Tone Spectrum
While our voice remains consistent, our tone adapts appropriately to different contexts and platforms:Tone Adaptations
| Context | Tone Approach | Example |
|---|---|---|
| Celebration | Enthusiastic, joyful | ”We’re absolutely thrilled to introduce our new collection—created with your incredible feedback and boundless inspiration!” |
| Education | Clear, encouraging | ”Let’s explore how essential oils interact with your body’s chemistry. Understanding this connection helps you create more personalized experiences.” |
| Support | Empathetic, solution-oriented | ”We understand how disappointing it is when a product doesn’t meet expectations. Let’s work together to find the perfect solution for you.” |
| Community Building | Collaborative, inclusive | ”Your experiences and insights make our community richer. Share your self-care journey and let’s learn from each other.” |
| Crisis Response | Transparent, responsible | ”We’re aware of the issue affecting some customers. Here’s what happened, what we’re doing about it, and how we’ll prevent it in the future.” |
Brand Personality Traits
Our communication embodies specific personality traits that distinguish the MOOD MNKY brand:Primary Traits
- Perceptive: We demonstrate understanding of nuance and unspoken needs
- Thoughtful: We consider implications and show depth in our communications
- Genuine: We speak honestly without artificial hype or exaggeration
- Warm: We create a sense of comfort and welcome in our tone
- Creative: We express ideas in fresh, unexpected ways
Avoiding
- Pushy: Never pressuring or creating false urgency
- Flippant: Never treating serious topics with insufficient respect
- Clinical: Never cold, detached or overly analytical
- Exclusive: Never creating in-group/out-group dynamics
- Performative: Never adopting trendy language inauthentically
Language Guidelines
Vocabulary Foundation
- Sensory Language: Rich, descriptive terms that evoke sensory experiences
- Emotional Vocabulary: Precise words for emotional states and experiences
- Inclusive Terminology: Words that welcome rather than exclude
- Accessible Explanations: Clear alternatives to technical or industry jargon
Phrasing Patterns
- Questions: Opening conversations and encouraging reflection
- Storytelling: Narrative structures that create connection
- Validation: Acknowledging feelings and experiences
- Personalization: Tailoring messages to show understanding
Channel-Specific Approaches
- Visual-First: Content that complements striking imagery
- Immersive Descriptions: Creating atmosphere through words
- Story Format: Conversational, immediate tone
- Comment Engagement: Personal, appreciative responses
- Concise Insight: Thoughtful perspectives in brief format
- Timely Relevance: Connecting to appropriate moments
- Conversation Focus: Emphasis on dialogue over broadcasting
- Community Amplification: Highlighting community voices
TikTok
- Authentic Energy: Genuine enthusiasm without forced trends
- Educational Value: Making complex topics accessible
- Creative Frameworks: Innovative approaches to content
- Participatory Elements: Inviting involvement naturally
- Industry Perspective: Thoughtful takes on wellness trends
- Values-Forward: Emphasis on mission and impact
- Professional Warmth: Balancing expertise with approachability
- Ecosystem Context: Connecting to broader industry conversations
Community Forums
- Supportive Guidance: Helpful without being prescriptive
- Connective Facilitation: Bringing members together
- Knowledge Sharing: Making expertise accessible
- Appreciation: Recognizing contributions and insights
Content Archetypes
We organize our social content into consistent archetypes that reinforce our brand voice:The Guide
Educational content that helps navigate self-care choices with expert insight delivered warmly. Example: “When selecting a fragrance for stress relief, consider both personal preference and physiological effects. Lavender works well for many, but your unique associations matter most. Here’s how to discover what works specifically for you…”The Confidant
Supportive content that validates experiences and offers understanding companionship. Example: “Those moments when your self-care routine feels like another task on your to-do list? We’ve all been there. Sometimes self-care looks like giving yourself permission to simply rest. What does gentle self-care look like for you today?”The Curator
Thoughtfully selected recommendations that respect individual preferences while expanding horizons. Example: “For those who found ‘Morning Ritual’ resonated with your senses, we’ve created three new blends that explore different facets of that experience. Each takes a unique direction while maintaining the grounding quality you appreciated.”The Celebrator
Content that recognizes achievements, milestones, and the beauty in everyday moments. Example: “Every self-care journey has its quiet victories. That moment you prioritized your wellbeing despite a packed schedule? That’s worth celebrating. Share your recent self-care win, however small it might seem.”Voice Implementation Tools
Content Creation Frameworks
- Tone Assessment: Pre-publication checklist for voice alignment
- Channel Adaptation Guide: Tailoring content for platform specifics
- Response Templates: Flexible frameworks for common interactions
- Content Calendars: Balancing voice expressions across topics
Team Resources
- Voice Training: Onboarding materials for content creators
- Example Banks: Collection of voice-aligned messages by category
- Feedback Mechanisms: Systems for voice consistency reviews
- Decision Trees: Guidance for challenging communication scenarios
Measurement and Refinement
We evaluate our voice effectiveness through:- Engagement Quality: Looking beyond metrics to interaction depth
- Community Sentiment: Analyzing emotional responses to our communication
- Brand Perception Studies: Formal research on voice recognition
- Internal Alignment: Team understanding and application of voice principles
Future Development
This manifesto will evolve to include:- Expanded example library across all channels
- Detailed crisis communication frameworks
- Agent-specific voice integration guidelines
- Visual and audio expression of our voice