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Add specific examples to brand kit #21

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Add specific examples to brand kit #21

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11 changes: 10 additions & 1 deletion guides/editorial-style-guide.md
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Expand Up @@ -19,7 +19,7 @@ Base is an Ethereum Layer 2 (L2) offering a secure, low-cost, builder-friendly w
- **Write ‘Base’**, not BASE, Base Chain, $BASE, or Base Network
- **Use the word ‘onchain’** instead of ‘web3’ or ‘crypto’ — and it's spelled "onchain" or "Onchain" not "on-chain" or "on chain" or "On Chain"
- **Use technical terms sparingly**, and when you do, work to explain them in full
- **Use ETH demonination, not USD when referring to prices**, to emphasize the global economy
- **Use ETH (Ξ) demonination, not USD ($) when referring to prices**, to emphasize the global economy

## Writing Guidelines

Expand Down Expand Up @@ -47,6 +47,15 @@ Base exists to empower those building a decentralized future, and building can b

Don't assume reader familiarity with crypto concepts. Use analogies and examples to make clear connections between the tools and platforms people know and the future Base is building

| Concept | Bad Example | Good Example |
| ----------------------- | -------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------- |
| **Emphasize vision** | "Base aims to improve onchain transactions." | "Base's mission is to bring a billion people onchain by creating a global economy that fosters innovation and freedom." |
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"Base's mission is to bring a billion people onchain by creating a global economy that increases innovation, creativity, and freedom"

| **Highlight progress** | "We made some improvements last month." | "In the past month, Base successfully reduced transaction fees by 20% and onboarded 10 new major projects." |
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Minor edit: "In the past month, Base reduced transaction fees by 20% and grew daily transacting addresses to >4m."

| **Concrete examples** | "Base helps with scalability." | "Base enables faster, cheaper transactions, allowing you to send money to friends instantly or play onchain games without lag." |
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Minor edit: "Base enables faster, cheaper transactions, allowing you to send money to friends instantly for free or quickly complete a transaction with no fees."

| **Clear illustrations** | "Onchain is the future." | "Using Base, a coffee shop can accept payments instantly without waiting for bank approvals, making transactions smoother and faster." |
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"Using Base, a coffee shop can accept payments instantly without fees or delays from credit card processors, making transactions faster and lower cost."

I d

| **Celebrate builders** | "We support developers." | "Meet Jane, a developer who built an onchain art marketplace on Base, enabling artists to sell their work globally with minimal fees." |
| **Be a bridge** | "Understand crypto terms to use Base." | "Just as you use a bank app to transfer money, you can use Base to send crypto to friends quickly and securely." |
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"Just as you use a bank app to transfer money, you can use Base to send money to your friends and family — but it's faster, lower cost, and open to everyone." |


## Tone and Voice

”Although tone and voice are often used together, they are not at all the same thing. Voice is the overall **personality** of your brand and can be described in adjectives like helpful, witty, or friendly. \[…] your brand’s voice will not change. However, tone, or tone of voice, is the attitude of your writing for a particular content piece.” - Shelby Crawford
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