Brand guidelines
Language
The language page is here to help you create content that sounds like us! The tone and voice takes our brand personality and provides guidance on how to sound a certain way, so that our content is recognizable as Mintos.
Contents
Empathetic
Uplifting
Modern
Reliable
Tone of voice dimensions
Writing principles
Empathetic
We are approachable, but not over-the-top. We use understandable and inclusive language without sounding condescending or overly simple.
How we want the reader to feel:
- Understood, like we get where they’re coming from, even if they’re confused, frustrated, or uncertain.
- Supported, they’re not alone; we’re right there with them, offering guidance without pressure.
- Respected, their time, choices, and knowledge level are acknowledged without being talked down to.
- Included, the language feels welcoming, accessible, and free of assumptions or jargon.
This tone should say:
We are listening, and we understand.
Do’s
Address the reader with inclusive language.
Address concerns or questions with reassurance.
Use real-life analogies for relatability.
Be approachable and respectful.
Don’ts
Be overly formal or technical.
Underestimate complexity or assume knowledge.
Over-explain like you’re teaching a child.
Don’t be too familiar or fake friendliness.
Uplifting
We are inspiring, but not overly corny. We use motivating and confident language, without sounding elitist or arrogant.
How we want the reader to feel:
- Capable and empowered, like they’re part of something bold and meaningful.
- Energized, ready to act, take a leap, or level up.
- Involved, big ideas should feel accessible and shared, not reserved for insiders or experts.
- Motivated, not manipulated. Our tone should build belief without hype or exaggeration.
This tone should say:
You’ve got this. And we’re going big – together.
Do’s
Use bold, clear statements that inspire action.
Speak with conviction, not exaggeration.
Paint a vision of what’s possible.
What the investor can achieve is the most important part of the story.
Use future-focused language: “imagine,” “what if,” “the next step”.
Don’ts
Overuse buzzwords or motivational clichés.
Use empty superlatives (“amazing”, “game-changing”).
Sound smug, exclusive, or too self-congratulatory.
Put the brand or product on a pedestal.
Sound too vague or abstract, investors need to believe it’s possible.
Modern
We are authentic, but not overly casual. We use every-day, genuine language, without sounding simple or dumbed-down.
How we want the reader to feel:
- At ease, like they’re dealing with a brand that gets how people actually talk.
- Confident, they understand exactly what’s happening, no decoding needed.
- Heard and spoken to as a peer, not as a user, a client, or a “valued customer.”
- Refreshed, like they’ve read something sharp, human, and easy to engage with.
This tone should say:
We’re being ourselves and speaking to you as a person, without sounding gimmicky.
Do’s
Write clearly and like a real person.
Keep it direct, simple, and sharp.
Break formal rules when it helps readability.
Use conversational, natural phrases people say out loud.
Sound current, but not trend-chasing.
Don’ts
Use buzzwords, legalese, or corporate waffle.
Oversimplify to the point of sounding childish.
Stick to grammar rules that make writing stiff.
Use filler phrases or words for no reason.
Force slang, memes, or casual tone where it doesn’t fit.
Reliable
We are transparent and don’t hold back important information. We use facts and dates, without sounding boastful or salesy.
How we want the reader to feel:
- Informed, they know exactly what they’re getting, and why it matters.
- Secure, they trust the information and the brand behind it.
- Valued, they feel treated as intelligent and detail-oriented, never misled or patronized.
- Reassured, they know their investment is handled with clarity, stability, and logic.
This tone should say:
Here are the facts. You can count on us to be clear and truthful.
Do’s
Use clear numbers, facts, and timelines
Include context that makes the data meaningful
Let evidence speak for itself
Be accurate, specific, and cautious with phrasing
Speak with calm authority and measured confidence
Don’ts
Make vague claims or soft promises
Overwhelm with data dumps or stats with no takeaway
Use emotional language to overhype performance
Use salesy or inflated terms (“unbelievable”, “guaranteed”)
Use urgency or pressure tactics to convince
Tone of voice dimensions
How do we sound like us? We can use the below dimensions and map them to our specific personality traits. Not only does this help us to write like Mintos, but to also check that we’re staying on brand.
The 5 most common dimensions to convey how you sound are below.
Tone:
The personality/attitude behind your words. Who’s speaking? How do they “feel”?
Style:
Sentence structure, grammar, complexity. Formal vs. informal, short vs. long.
Vocabulary:
Word choice, level of complexity, banned/approved words.
Punctuation:
Use of exclamation marks, ellipses, dashes, colons, and what they signal.
Formatting:
Use of bullets, bolding, headings, sentence length, line breaks, etc.
Writing principles
How do we sound like us? We can use the below dimensions and map them to our specific personality traits. Not only does this help us to write like Mintos, but to also check that we’re staying on brand.
Empathetic
Tone
Reassuring, warm, human.
Style
Short, simple, and complete sentences.
Vocabulary
Inclusive and approachable
Punctuation
Gentle and restrained. Avoid “!” unless helpful.
Formatting
Short paragraphs, helpful signposts, clear steps.
How we talk is not set in stone. When approaching content, you can tone each trait up or down, but remain within the parameters of the trait. As a brand, we aren’t too extreme in our communication, so remaining somewhere in the middle for each trait on a scale is a safe bet.
© Mintos
All Rights Reserved
Brand guidelines
Language
The language page is here to help you create content that sounds like us! The tone and voice takes our brand personality and provides guidance on how to sound a certain way, so that our content is recognizable as Mintos.
Contents
Empathetic
Uplifting
Modern
Reliable
Tone of voice dimensions
Writing principles
Empathetic
We are approachable, but not over-the-top. We use understandable and inclusive language without sounding condescending or overly simple.
How we want the reader to feel:
- Understood, like we get where they’re coming from, even if they’re confused, frustrated, or uncertain.
- Supported, they’re not alone; we’re right there with them, offering guidance without pressure.
- Respected, their time, choices, and knowledge level are acknowledged without being talked down to.
- Included, the language feels welcoming, accessible, and free of assumptions or jargon.
This tone should say:
We are listening, and we understand.
Do’s
Address the reader with inclusive language.
Address concerns or questions with reassurance.
Use real-life analogies for relatability.
Be approachable and respectful.
Don’ts
Be overly formal or technical.
Underestimate complexity or assume knowledge.
Over-explain like you’re teaching a child.
Don’t be too familiar or fake friendliness.
Uplifting
We are inspiring, but not overly corny. We use motivating and confident language, without sounding elitist or arrogant.
How we want the reader to feel:
- Capable and empowered, like they’re part of something bold and meaningful.
- Energized, ready to act, take a leap, or level up.
- Involved, big ideas should feel accessible and shared, not reserved for insiders or experts.
- Motivated, not manipulated. Our tone should build belief without hype or exaggeration.
This tone should say:
You’ve got this. And we’re going big – together.
Do’s
Use bold, clear statements that inspire action.
Speak with conviction, not exaggeration.
Paint a vision of what’s possible.
What the investor can achieve is the most important part of the story.
Use future-focused language: “imagine,” “what if,” “the next step”.
Don’ts
Overuse buzzwords or motivational clichés.
Use empty superlatives (“amazing”, “game-changing”).
Sound smug, exclusive, or too self-congratulatory.
Put the brand or product on a pedestal.
Sound too vague or abstract, investors need to believe it’s possible.
Modern
We are authentic, but not overly casual. We use every-day, genuine language, without sounding simple or dumbed-down.
How we want the reader to feel:
- At ease, like they’re dealing with a brand that gets how people actually talk.
- Confident, they understand exactly what’s happening, no decoding needed.
- Heard and spoken to as a peer, not as a user, a client, or a “valued customer.”
- Refreshed, like they’ve read something sharp, human, and easy to engage with.
This tone should say:
We’re being ourselves and speaking to you as a person, without sounding gimmicky.
Do’s
Write clearly and like a real person.
Keep it direct, simple, and sharp.
Break formal rules when it helps readability.
Use conversational, natural phrases people say out loud.
Sound current, but not trend-chasing.
Don’ts
Use buzzwords, legalese, or corporate waffle.
Oversimplify to the point of sounding childish.
Stick to grammar rules that make writing stiff.
Use filler phrases or words for no reason.
Force slang, memes, or casual tone where it doesn’t fit.
Reliable
We are transparent and don’t hold back important information. We use facts and dates, without sounding boastful or salesy.
How we want the reader to feel:
- Informed, they know exactly what they’re getting, and why it matters.
- Secure, they trust the information and the brand behind it.
- Valued, they feel treated as intelligent and detail-oriented, never misled or patronized.
- Reassured, they know their investment is handled with clarity, stability, and logic.
This tone should say:
Here are the facts. You can count on us to be clear and truthful.
Do’s
Use clear numbers, facts, and timelines
Include context that makes the data meaningful
Let evidence speak for itself
Be accurate, specific, and cautious with phrasing
Speak with calm authority and measured confidence
Don’ts
Make vague claims or soft promises
Overwhelm with data dumps or stats with no takeaway
Use emotional language to overhype performance
Use salesy or inflated terms (“unbelievable”, “guaranteed”)
Use urgency or pressure tactics to convince
Tone of voice dimensions
How do we sound like us? We can use the below dimensions and map them to our specific personality traits. Not only does this help us to write like Mintos, but to also check that we’re staying on brand.
The 5 most common dimensions to convey how you sound are below.
Tone:
The personality/attitude behind your words. Who’s speaking? How do they “feel”?
Style:
Sentence structure, grammar, complexity. Formal vs. informal, short vs. long.
Vocabulary:
Word choice, level of complexity, banned/approved words.
Punctuation:
Use of exclamation marks, ellipses, dashes, colons, and what they signal.
Formatting:
Use of bullets, bolding, headings, sentence length, line breaks, etc.
Writing principles
While the aim is to hit a consistent tone and be on brand, different pieces of content will require slightly more (or less) of our traits. Think about it like this, when you’re talking to someone, your tone changes depending on the context or person you’re talking to.
It’s the same principle here… Are we delivering “bad” news? Then we should focus more on our “empathetic” and “reliable” traits. Or are we launching an exciting new asset that will help our investors grow their wealth? Then we’re going to be more “thinking big” and “modern”.
Empathetic
Tone
Reassuring, warm, human.
Style
Short, simple, and complete sentences.
Vocabulary
Inclusive and approachable
Punctuation
Gentle and restrained. Avoid “!” unless helpful.
Formatting
Short paragraphs, helpful signposts, clear steps.
How we talk is not set in stone. When approaching content, you can tone each trait up or down, but remain within the parameters of the trait. As a brand, we aren’t too extreme in our communication, so remaining somewhere in the middle for each trait on a scale is a safe bet.
© Mintos
All Rights Reserved