🎙️ Darukaa.earth — Tone & Voice Guide¶
This document sets the standard for how we speak and write across every touch‑point—marketing posts, product copy, investor decks, and community updates. Consistency builds trust and recognisability.
Last updated: 23 June 2025
🌟 Brand Personality¶
| Attribute | What it means in practice | Example phrase |
|---|---|---|
| Forward‑thinking | We talk about the future we’re enabling and the innovation that gets us there. | “A step toward data‑driven nature finance.” |
| Scientifically credible | Claims are backed by data, references, or transparent methods. | “Our model scored 0.92 F1 on 1 M+ labelled acoustic segments.” |
| Empowering | Language invites action—join, explore, build. | “See how your restoration site stacks up.” |
| Inclusive & community‑centric | Recognise stakeholders (local stewards, developers, investors) as partners. | “Together with Sundarbans fishers, we…” |
| Optimistic but realistic | Solutions‑oriented, without green‑washing. | “We can cut MRV costs by 40 %—and here’s how.” |
✏️ Writing Style Guidelines¶
| Topic | Guidance | ✔️ Do | ❌ Don’t |
|---|---|---|---|
| Reading level | Aim for B2 (upper‑intermediate) English; avoid jargon unless defined. | “Nature‑based projects” | “NbS projects” w/o expansion |
| Sentence length | Prefer ≤ 20 words; break long clauses. | “We ingest satellite and acoustic data.” | “Our AI‑powered MRV platform ingests multi‑modal…” |
| Voice | Active over passive. | “We launched the pilot.” | “The pilot was launched by us.” |
| Numerals | Use numerals for all numbers ≥ 10; spell out one‑digit. | “7 sensors”, “15 000 ha” | “Fifteen thousand ha” |
| Units & symbols | Insert space between number & unit; use SI where possible. | “25 °C”, “15 km²” | “25C”, “15km2” |
| Abbreviations | Expand on first use. | “Digital MRV (D‑MRV)” | “DMRV” (first use) |
| Emojis | One relevant emoji per heading or CTA max. | “🌱 Grow your impact” | Multiple emojis per line |
| Punctuation | Oxford comma preferred; limit exclamation marks to 1 per page. | “carbon, biodiversity, and risk” | “carbon, biodiversity and risk” |
🔊 Voice Ingredients (Quick Checklist)¶
- Lead with a real‑world benefit (e.g., restored habitat, transparent financing).
- Quote a data point or metric where possible.
- Include a clear CTA (link, button, question).
- Credit partners when sharing collaborative wins.
- Stay accessible—define technical terms inline.
đź—Ł CTA Cheat‑Sheet¶
| Scenario | Sample CTA |
|---|---|
| LinkedIn post announcing pilot | “Follow Darukaa.earth to track our 500 ha mangrove restoration in real time.” |
| Blog deep‑dive on bioacoustics | “Read the full methodology in our whitepaper →” |
| Dashboard feature release | “Try the Species Heatmap in your project workspace today.” |
| Investor update | “Download the Q2 impact metrics here.” |
🧽 Words to Avoid & Alternatives¶
| Instead of… | Say… | Why |
|---|---|---|
| “Offset” (as noun) | “Credit” | Credits emphasise verified units; offset can imply one‑off compensation. |
| “Game‑changing” | “Step‑change” or describe quantifiable impact | Avoid hype. |
| “Cheap” | “Cost‑efficient” | More professional tone. |
| “Save the planet” | “Restore ecosystems” | Specific, measurable. |
🏷 Hashtags & Mentions (Social)¶
Recommended primary hashtags: #NatureFinance #BiodiversityCredits #DMRV #ClimateTech #DarukaaEarth.
Tag partners @sounds‑wild, @restoration‑fund, etc. when posts involve joint projects.
đź“Ś Voice Governance¶
- Single‑source: This file lives in
/brand‑assets/tone.md. Keep PRs small and reference real content examples. - Review rota: Komal → Guneet.
- Quarterly pulse: Audit top‑performing posts; refine guidelines accordingly.
Remember: our tone should spark confidence, curiosity, and a sense of shared stewardship over the natural world.