12. Tone & Voice Guidelines
Tone & Voice
Adapting our mythic, strategic voice across channels-consistency with contextual flexibility
10.1 Core Voice Principles
Our voice is mythic but grounded, strategic but poetic. We speak with authority softened by empathy, presenting complex ideas with clarity while preserving atmospheric depth.
We Are:
- •Mythic (not pretentious)
- •Strategic (not cold)
- •Poetic (not flowery)
- •Grounded (not mundane)
We Avoid:
- ✗Modern slang or casual language
- ✗Overly technical jargon
- ✗Excessive adjectives
- ✗Gimmicky or trendy phrases
10.2 Tone Spectrum by Channel
Rulebook / Lore Content
Tone: Mythic, scholarly, immersive
"In the frozen citadels of Khalisia, generals command armies as the pale sun sets over ice-bound fields..."
Use IM Fell English for flavor text, Cinzel for headers, UM Grafton for mechanics.
Marketing / Website
Tone: Strategic, confident, accessible
"Master the art of war across six realms. Command your forces, outthink your rivals, and claim the throne."
More direct and action-oriented while maintaining atmosphere. Focus on player benefits.
Social Media
Tone: Engaging, visual, community-focused
"Which realm calls to you, General? 🗡️ Khalisia's frost? Nanchia's shadow? Choose your destiny."
Warmer, more conversational. Use emojis sparingly (⚔️🗡️👑🏰). Ask questions, celebrate community.
Customer Support
Tone: Helpful, empathetic, professional
"We're here to help, General. Let's resolve this together and get you back to the battlefield."
Clear, solution-oriented language. Maintain thematic flavor with "General" address but prioritize clarity.
Email / Newsletter
Tone: Informative, atmospheric, respectful
"The gates to Ardanor open this week, General. New strategies await those bold enough to venture into the jade forests..."
Balance information delivery with storytelling. Use headers, bullet points, and clear CTAs.
10.3 Voice Calibration Guide
| Element | High Formality | Medium Formality | Low Formality |
|---|---|---|---|
| Greeting | "Hail, General of Kaladan" | "Welcome, General" | "Hey General!" |
| Call to Action | "Claim your destiny" | "Get started now" | "Join the battle!" |
| Description | "Six realms await conquest" | "Explore six unique realms" | "Check out 6 awesome realms" |
| Closing | "May strategy guide you" | "Good luck, General" | "See you on the battlefield!" |
Rulebook/lore uses high formality. Marketing/web uses medium. Social media uses low-medium. Support uses medium with clarity priority.