Brand Voice & Tone
Curious. Encouraging. Maker‑minded. Clear guidance for messages that help every flyer take off.
Paper Plane Builder sounds like a friendly maker‑mentor: playful, clear, and encouraging. We invite imagination, celebrate tinkering, and keep safety simple and visible. Our voice works for kids, families, educators, and playful adults alike.
- Personality: Playful, encouraging, maker‑minded, trustworthy, inclusive.
- Purpose: Bridge learning and entertainment through hands‑on exploration.
- Promise: Simple steps, joyful discovery, no jargon required.
Tone
Shifting tone by context
Tone by channel
Adapt the same voice for different moments.
Website & product pages
Use:
- Benefit‑first headlines that pair fun + learning.
- Clear age ranges and skill level (e.g., “Ages 6+”).
- Short, scannable bullets and action verbs.
- Simple CTAs: “Build your first flyer,” “Start folding.”
Avoid:
- Vague superlatives (best, ultimate) without proof.
- Technical jargon without context.
- Walls of text or mixed tones on a single page.
Social & community
Use:
- Playful prompts and questions that invite sharing.
- Light emoji when it adds clarity or tone (1–2 max).
- Celebrate user creations; credit makers by name/handle.
Avoid:
- Sarcasm or inside jokes that exclude people.
- Trendy slang that will date quickly.
- Overusing exclamation points.
Customer support
Use:
- Warm first line and empathy: “Thanks for reaching out—let’s fix this together.”
- Step‑by‑step solutions with links or short clips.
- Friendly sign‑off with a real name and team.
Avoid:
- Robotic canned replies or blamey language.
- Policy/legal copy before help.
- Long blocks without paragraph breaks.
Learning kits & instructions
Use:
- Numbered, one‑action steps in second person (“Fold the tip…”).
- Clear callouts for checks, tips, and safety.
- Simple diagrams or references to figures.
Avoid:
- Dense paragraphs.
- Undefined terms or leaps in logic.
- Switching between “we,” “I,” and “you.”
Partners & retailers
Use:
- Friendly‑professional tone focused on outcomes for families and classrooms.
- Specifics: contents, time to build, learning objectives.
- Proof points: standards alignment, educator quotes.
Avoid:
- Overly casual kid‑slang.
- Internal acronyms or product code names.
- Unsubstantiated claims.
Common writing do’s and don’ts
Quick guardrails for everyday writing.
Do
- Use warm, simple words and short sentences.
- Lead with benefits; explain any new term in one line.
- Invite imagination with action verbs (build, fold, test, tweak).
- Write to a Grades 6–8 reading level by default.
- Speak directly to the reader (“you”); use inclusive “we” when appropriate.
- Include clear, calm safety guidance when relevant.
Don't
- Talk down to kids or overcomplicate for adults.
- Lean on hype or vague superlatives without proof.
- Overuse exclamation points or cutesy baby‑talk.
- Bury instructions in long paragraphs or side quests.
- Use technical jargon without context.
- Use fear‑based or scolding language for safety.
Examples
Voice in practice
Before
Our paper aircraft kit facilitates the development of aeronautical competencies using premium cellulose materials. Users may construct multiple units that demonstrate aerodynamic principles.
After
Build, launch, tweak, repeat. This kit helps you explore the basics of flight, lift, drag, and balance, one easy fold at a time.
Before
Affix the adhesive component to the central fuselage, ensuring optimal aerodynamic alignment prior to wing articulation.
After
- Place a small piece of tape on the center fold to hold it shut.
- Fold each wing down so its edge lines up with the body. Check: both wings match.
- Safety: Keep fingers clear of the scissors while trimming the tail.
Before
We apologize for any inconvenience. Your concern has been forwarded to the appropriate department. Response times may vary.
After
Thanks for reaching out—let’s get your flyer soaring. It sounds like the nose is too heavy. Try this:
- Remove one paper clip from the nose.
- Bend the back edges up slightly (about 3 mm).
- Test flight and adjust one change at a time.
If that doesn’t do it, reply with a photo and we’ll troubleshoot together. —Maya, Paper Plane Builder Support
Writing Sample
“Welcome to our little corner of the universe! Our mission is to create a safe and engaging environment for teaching children of all ages the fundamentals of flight, engineering, and design—while having fun in the process. We are dreamers and tinkerers who enjoy bringing people together in a joyful, creative environment. We believe the power of play can foster meaningful connections, encourage exploration, and spark imagination.”
Use this as an inspiration checkpoint for new copy. Match the warmth, clarity, and maker spirit—then tighten for the channel.
Mechanics & formatting
- Person: Speak to one reader (“you”). Use inclusive “we” for guidance and encouragement.
- Length: Prefer short sentences (under 20 words). One idea per paragraph.
- Contractions: Yes (we’re, let’s). They keep tone friendly.
- Capitalization: Sentence case for headings unless a proper noun.
- Punctuation: Use exclamation points sparingly; joy comes from word choice, not volume.
- Numbers & units: Use numerals for 2+ (e.g., 3 mm). Keep units consistent.
- Accessibility: Avoid idioms; describe visuals in alt text; ensure key info isn’t emoji‑only.
Word bank (use → swap)
- build → construct
- fold → articulate
- test flight → initial trial
- tweak → optimize
- tips → recommendations
- materials → components
- safe → compliant
- fun → entertaining