The Subtext is a space in this vast expanse of internet, made for and by a specific sort of person: the word-obsessed strategizers, namers, writers and yes, designers, who inhabit the branding world. All day, every day we’re gabbing about brands – the work that went into them and the words chosen to represent them.
With a year and some change under our belt, an updated website, and expanded offerings, we realized that we never quite got around to fully branding ourselves.
When you’re running a new venture with a tiny team – two writers, with two full-time jobs – we relied on our voice to just come naturally. But as our team grew and new voices joined, we realized that a little more intentionality was in order.
Enter, the all-powerful brand voice guide.
The subtext of The Subtext voice
We like to think of The Subtext as equal parts creative playground and professional toolkit. We love – and live by – messaging frameworks, brand voice guidelines, brand attributes and all that. But, since this was more of a “for us, by us” exercise, we didn’t want to be too uptight about the framework. After all, if The Subtext isn’t the place to loosen the strictures of our day jobs, what is?
For the most part, The Subtext cedes the floor to fellow writers. But, when we do speak, it’s important that our style shows up without overshadowing our submissions. At the highest level, we want to relate to creatives – colleague to colleague, not mentor to mentee or editor to writer.
Here’s where we netted out with voice attributes:
Unfiltered
We speak with a refreshing honesty that’s real and especially relatable to writers.
We are unfiltered, but we are not unrefined.
- We love a hot take, but remember that there’s a difference between being wry and being rude. We shouldn’t slam the work of other creatives (unless it’s a target deemed worthy of derision and the work is truly, universally accepted as awful).
Poised
We keep things understated, and our writing should feel polished and thoughtfully measured.
We are poised, but we are not squares.
- Yes, The Subtext is a home for self-proclaimed “word nerds,” but we shouldn’t take that literally. Our writing should exude an easy confidence that strips back the formality.
In-the-Know
We want to be the go-to for insights and nuanced takes, so our writing should convey our industry expertise.
We are in-the-know but we are not know-it-alls.
- Sure, we’ve been in the copywriting trenches for a while, but we don’t have all the answers. Our writing should be insightful, not intimidating—accessible, not aloof. We’re here to have nuanced conversations, not stand on a soapbox (except for when we do).
In an even shorter shorthand, we dreamed up a moodboard:
The Vibe
On top of that, we created some stylistic notes to guide writers, without stifling their creativity: be crisp, keep it chill and stay current.
Crisp
Our readers could be anywhere, doing anything – so let’s respect their time and keep it tight.
Tactics:
- Be succinct. Get in, get out. Trim the fat, abandon the Word Pile.
- Read what you wrote. Then read it again. Then read it out loud. Listen to the rhythm of words. Do they feel clunky? Awkward? Overly-complex?
Chill
We’ll leave this open to interpretation, but broadly speaking - we’re low-key, not high-key.
Tactics:
- Use exclamation points sparingly. One is plenty, but none is preferred.
- Bring your own sense of humor. Don’t be afraid to poke fun at ourselves and our industry.
- Strip back the formality (or need to affirm our authority) in word choice, sentence structure, etc.
Current
Staying on the pulse of online conversations and trends is a must.
Tactics
- Use emojis to reaffirm a vibe and add visual interest, not as a substitute for writing.
- Memes lean more buttoned-up, less shitpost-y. Engage with branding studios, writers, other publications or brands by reposting relevant memes from their accounts.
Where we show up
Our voice comes to life most often on social media and the short descriptions that tee up article submissions. But, every once in a while (and perhaps more in the future), we’ll pipe up in longer-form writeups, like annual roundups, missives from the editor and Substack Notes.
Our work here is a reflection of who we are as a team, and who we’re speaking to – people who value clarity, creativity and bring something new to the table. Thanks, as always, for being here with us.
Pamela Henman is managing editor of The Subtext, and is also a senior brand writer a Nimble.
The Subtext is a space in this vast expanse of internet, made for and by a specific sort of person: the word-obsessed strategizers, namers, writers and yes, designers, who inhabit the branding world. All day, every day we’re gabbing about brands – the work that went into them and the words chosen to represent them.
With a year and some change under our belt, an updated website, and expanded offerings, we realized that we never quite got around to fully branding ourselves.
When you’re running a new venture with a tiny team – two writers, with two full-time jobs – we relied on our voice to just come naturally. But as our team grew and new voices joined, we realized that a little more intentionality was in order.
Enter, the all-powerful brand voice guide.
The subtext of The Subtext voice
We like to think of The Subtext as equal parts creative playground and professional toolkit. We love – and live by – messaging frameworks, brand voice guidelines, brand attributes and all that. But, since this was more of a “for us, by us” exercise, we didn’t want to be too uptight about the framework. After all, if The Subtext isn’t the place to loosen the strictures of our day jobs, what is?
For the most part, The Subtext cedes the floor to fellow writers. But, when we do speak, it’s important that our style shows up without overshadowing our submissions. At the highest level, we want to relate to creatives – colleague to colleague, not mentor to mentee or editor to writer.
Here’s where we netted out with voice attributes:
Unfiltered
We speak with a refreshing honesty that’s real and especially relatable to writers.
We are unfiltered, but we are not unrefined.
- We love a hot take, but remember that there’s a difference between being wry and being rude. We shouldn’t slam the work of other creatives (unless it’s a target deemed worthy of derision and the work is truly, universally accepted as awful).
Poised
We keep things understated, and our writing should feel polished and thoughtfully measured.
We are poised, but we are not squares.
- Yes, The Subtext is a home for self-proclaimed “word nerds,” but we shouldn’t take that literally. Our writing should exude an easy confidence that strips back the formality.
In-the-Know
We want to be the go-to for insights and nuanced takes, so our writing should convey our industry expertise.
We are in-the-know but we are not know-it-alls.
- Sure, we’ve been in the copywriting trenches for a while, but we don’t have all the answers. Our writing should be insightful, not intimidating—accessible, not aloof. We’re here to have nuanced conversations, not stand on a soapbox (except for when we do).
In an even shorter shorthand, we dreamed up a moodboard:
The Vibe
On top of that, we created some stylistic notes to guide writers, without stifling their creativity: be crisp, keep it chill and stay current.
Crisp
Our readers could be anywhere, doing anything – so let’s respect their time and keep it tight.
Tactics:
- Be succinct. Get in, get out. Trim the fat, abandon the Word Pile.
- Read what you wrote. Then read it again. Then read it out loud. Listen to the rhythm of words. Do they feel clunky? Awkward? Overly-complex?
Chill
We’ll leave this open to interpretation, but broadly speaking - we’re low-key, not high-key.
Tactics:
- Use exclamation points sparingly. One is plenty, but none is preferred.
- Bring your own sense of humor. Don’t be afraid to poke fun at ourselves and our industry.
- Strip back the formality (or need to affirm our authority) in word choice, sentence structure, etc.
Current
Staying on the pulse of online conversations and trends is a must.
Tactics
- Use emojis to reaffirm a vibe and add visual interest, not as a substitute for writing.
- Memes lean more buttoned-up, less shitpost-y. Engage with branding studios, writers, other publications or brands by reposting relevant memes from their accounts.
Where we show up
Our voice comes to life most often on social media and the short descriptions that tee up article submissions. But, every once in a while (and perhaps more in the future), we’ll pipe up in longer-form writeups, like annual roundups, missives from the editor and Substack Notes.
Our work here is a reflection of who we are as a team, and who we’re speaking to – people who value clarity, creativity and bring something new to the table. Thanks, as always, for being here with us.
Pamela Henman is managing editor of The Subtext, and is also a senior brand writer a Nimble.
