Content Style Guide

You can use this style guide in two ways.

First, if you're writing content that adopts UNITY’s voice – e.g., whitepapers, ebooks, web copy – keep this close to your side. This style guide is full of the insights and tactical knowledge you'll need to best represent our brand in content.

Second, if you’re an employee – whether you contribute to content or not – consider this a helpful resource.

You won't need to follow it down to the letter when authoring content under your own name, of course. But you can still use this as a reference to help you understand how UNITY should be positioned to our stakeholders, prospects and partners.

This guide outlines our:

<aside> 🤓 What’s the difference between voice and tone?

Think of it this way: You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss.

Your tone also changes depending on the emotional state of the person you’re addressing. You wouldn’t want to use the same tone of voice with someone who’s scared or upset as you would with someone who’s laughing.

The same is true for UNITY. Our voice doesn’t change much from day to day, but our tone changes all the time.

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Messaging Strategy

UNITY reframes the real estate investment market by focusing not just on the sales process but on educating and empowering landowners through strategic consultation and support.

• The Market Standard: The current market is saturated with high-pressure sales tactics and complex jargon that can alienate potential clients.
• Our Reframing: UNITY changes the narrative to focus on customer empowerment, providing clear, simplified explanations and personalized consulting services.
• **How do we do it:**We mitigate risks associated with land sales by providing transparent, data-driven advice and support, making UNITY a partner rather than just a service provider.

Writing Goals and Principles

At UNITY, our content is crafted with the intention to:

• Empower: We make the complex world of real estate simple and clear, so you feel confident about your decisions.