Klook's style guide
I created a style guide to unify the company’s various content types under one brand voice.
Background
From social media and marketing emails to UX writing, Klook has many customer touchpoints led by copywriting.
But when I joined, there was no style guide to rein in these different content types and align them to a unified brand voice.
Conflict
A typical user journey on Klook might start with reading a blog, making a booking, and then getting customer support.
Yet, Klook had no consistent voice throughout these different customer touchpoints.
As one colleague put it, Klook's blogs felt "global, fun and youthful," while the post-booking was "robotic and non-empathetic."
As a result, Klook wasn't delivering a cohesive customer experience that could boost familiarity and loyalty.
Klook's content had no guidelines for style or consistency
Strategy
I created and implemented a style guide to build a consistent user experience and boost customers' familiarity with Klook's unique brand voice.
As well as tone, voice and style principles, the style guide covered all of Klook's content types such as UX writing, social media, and blog posts.
I aimed for all of Klook's writers to align around this universal document - which meant collaborating and ironing out the details with different stakeholders.
I also ran workshops with more than 60 other content writers and marketers in the company to get everyone on board.
I wrote guidelines for content creators using the brand voice that Branding Team provided
Climax
As a result, Klook now has a style guide that's regularly referred to by colleagues.
Overall, Klook's content became more quirky, fun, and human.
Three months after the launch, I ran an audit on hundreds of copywriting items, showing that 84% of the audited content aligned with our style rules.
Klook's content became more fun within months after the style guide launch