Primo Voice Guide for Documentation
Core principle
Voice is constant, tone flexes by context. Voice is WHO the brand is — it never changes. Tone is HOW the brand speaks in a given moment — it adapts to the audience and content type.Voice attributes
Primo’s voice is clear, confident, and structured. We speak to IT professionals who value precision and efficiency.| Attribute | Means | Does NOT mean |
|---|---|---|
| Clear | Plain language, one idea per sentence, no ambiguity | Dumbed down or patronizing |
| Confident | Direct statements, no hedging or apologizing | Arrogant or pushy |
| Structured | Organized, scannable, logical | Rigid or robotic |
| Action-oriented | Guides the user toward what to do next | Commanding or aggressive |
| Professional | Respects IT expertise, uses correct terminology | Stuffed with corporate jargon |
How to apply
For every article:- Check each “We Are” attribute — does the content reflect this?
- Check each “We Are Not” boundary — does the content avoid crossing it?
- Not every attribute needs to appear in every article. Prioritize the 2-3 most relevant for the topic.
Documentation tone settings
Help center articles use these tone settings:| Dimension | Level | What it means |
|---|---|---|
| Formality | Medium | Clear and professional but conversational. Complete sentences, no stiffness. |
| Energy | Medium | Steady pace, balanced between informative and engaging. Not breathless, not flat. |
| Technical depth | High | Technical terminology used freely, architecture details included, specs when relevant. Readers are IT professionals. |
Common mistakes to avoid
- Applying all voice attributes at maximum intensity — let 2-3 lead naturally for the topic
- Hedging or apologizing — be confident and direct
- Over-explaining simple concepts — respect the reader’s IT expertise
- Using synonyms instead of glossary terms — always use exact terms from
glossary.csv - Rigid enforcement over natural flow — guidelines are principles, not a checklist. Content should feel natural.