Asana Training

● What is Asana?
○ Voice & Tone
Table of ○ Positioning & Standard Messaging
content ○ Asana Audience
● Localization Timeline
● Informal vs Formal
● Transifex
What is Asana?
 Asana is the easiest way for teams to plan,
manage, and track their work—so you know
who’s doing what by when.
It’s free & simple to get started, and powerful
enough to run your entire business.
Asana empowers teams to get great results.
Positioning
For teams who want great results, Asana is the
best place to track your work. Unlike similar
tools, Asana is both easy and powerful.
Asana Audience
 Team leads (people who can influence their
team.) This can include executives, team
leads/managers, and individual contributors
Brand Attributes
Empowering
Asana helps people do what they love.
We provide invaluable support for teams
that are benefiting the world, whether
they’re working on moonshot visions or
more down-to-earth ambitions. We aren’t
the hero of our story—they are.
● Motivating
● Encouraging
● Enabling
Quirky
Asana doesn’t take itself too seriously. We
love all the delightful moments that make us
smile unexpectedly, so we create those
moments for our customers too. By letting
ourselves have fun, we make countless
workplaces a lot less boring.
● Playful
● Unconventional
● Whimsical
Purposeful
Asana exists to help humanity thrive. Our
mission is audaciously large and motivates
every step we take. Instead of acting
impulsively, we take each step with deliberate
planning, craftsmanship, and focus. And then
we get the job done.
● Passionate
● Intentional
● Effective
Approachable
Asana keeps it real. We’re open and honest,
avoiding aloof corporate language and phony
marketing spin. We see ourselves less as a
company and more as a team of humans
helping other humans, so being friendly and
sincere comes naturally.
● Genuine
● Unpretentious
● Loving
Voice & Tone
Be empowering
● Focus on the reader’s needs.
Always empathize with how our
audience might be feeling.
● Celebrate our customers’
successes. Put them in the spotlight
so they can inspire others.
● If there’s a problem or challenge,
address it honestly and then
provide a solution.
Be quirky
● Where possible, share Asana’s
unique point of view. Show what
makes us different.
● Be unexpected, but subtle. You
don’t have to write jokes.
● Have fun! Find imaginative ways to
delight our users.
Be purposeful
● Provide value in everything we write.
Be clear and succinct by default.
● Break down complicated concepts and
make them relatable. Examples are
encouraged.
● Avoid jargon, trendy constructions, and
buzzwords.
Be approachable
● Be surprisingly honest and real.
Don’t spin or sugarcoat things.
● Use everyday language and be
friendly. We don’t need to sound
like experts.
● Write to a single person (rather than
our entire audience). It’s a
conversation, not a speech.
Expressing our voice
 Means But not Definitely not

Motivating, encouraging, Casual

Approachable Reserved, aloof
positive

Genuine, celebratory, Motivational-speaker

Empowering Didactic, “we know best”
empathetic speak

Intentional, relatable,
Purposeful Businessy, robotic Theoretical, academic
clear

Unique, unconventional,
Quirky Silly, immature Formal, typical
whimsical

Please refer to Voice Task in Asana for examples

Tone
If voice is the personality of a
storyteller, then tone conveys
the mood of their story.
 Goals
What is the message or information you are trying to convey? Can
you distill it in one sentence?

Audience
To whom are you writing? Are they new to Asana or familiar with
Questions to ask the product? Visualize a single reader as you write. Consider the
questions or objections they would have.
yourself when
considering Mood
What is the state of mind of your audience? Are they blocked on
how to convey their work and seeking help, or are they in an exploratory mindset
and eager to learn something new? Try to adopt a sympathetic
the proper tone tone in your writing to match their mindset.

in your writing Channels

Considering tone helps us shape our written content across
various channels. While everything we write shares a common
Asana voice, a tweet, a blog post, or an article on the Guide will
all employ different tones.
 Tone Why
Copy on asana.com should be clear and
to the point. We should definitely inject
asana.com Purposeful, lucid, readable some personality, but should never write
anything that could confuse or alienate a
potential user.

Copy in the product must be chosen with

care. It will be seen by our active users
regularly, so cuteness and quirk will grow
tiresome. Bias toward clarity, and triple
Product Purposeful and helpful
check that all copy makes sense even to
a complete neophyte. When aiming for
quirk, cast a wide net. Product is not a
place for inside jokes.

Subscribers are trusting us with their

email inbox. As such, we should write in a
way that is respectful of their time, and
provides as much value to the reader as
Emails Purposeful, some quirk, delivering value
possible. Aim for interesting, value-loaded
messaging you’d be excited to share with
a friend. Quirky is OK, but shouldn’t be
the focus.
 Tone Why
Our users will refer to the Guide again
and again so it’s not really a place to be
cute or zany. Many users will be blocked,
Guide Purposeful, pithy, straightforward and they just want the answer to their
problem and to get back to work. Aim for
clarity and succinctness.

Ads are an intrusion, so expect only a

sliver of patience from our audience in
this channel. Quirky, compelling, and
Ads Playful, inspirational, entertaining inspirational content is the best way to
reward users who elect to pause at one
of our ads. Ad campaigns should be
telling a story
Spanish and Portuguese
Launch
 Primary: Middle-managers (team leads) in small
to mid-sized companies in Mexico, Brazil &
Spain, focusing on technology & media
industries. They’re struggling to efficiently
organize their teams in a way that sticks, but
have trouble naming the problem or knowing
Target what questions to ask.

Audience Secondary: Current Asana users in LatAm,

Spain and Portugal who have had trouble
getting their teams on board or expanding to
new teams because they don’t operate 100% in
English day-to-day in their company.

Our target may use other collaboration software like Dropbox, Slack, and GSuite which have improved how their
teams work together but still haven’t helped them get the business results they’re looking for.
 When everyone (and we mean
What are we
everyone) on your team can work
trying to
effortlessly together, you can
convey?
achieve amazing results.
 Tone and
Voice for Always INFORMAL for all
Spanish and different channels
Portuguese
Localization Timeline
Localized Assets Ads:
Website Core pages (content + images) ● DR (copy + images)
● Homepage ● Search (copy + keywords)
● Customers Email/Lifecycle: v1
● Pricing
● Email Announcement
● Premium
● Onboarding Drip Series (content +
● Enterprise
images)
● Support
● Local users stories email
● SEO Landing page
CO v1
Guide - Help (content) ● Permissions
● Fundamentals ● Orgs ● Macro for CS and UO
● Projects ● Quick start guide ● Scale Outreach Emails
● Tasks ● Product tour ● Self-paced training recordings
● Email Sales v1
● FAQ ● Sales enablement materials
● Premium
Localization Timeline Continue
translation guide +
Review core, Spanish and
Start help articles Continue
guide, help Portuguese
translating web Web and Start translating and Lilt review + Start
Marketing Materials Launch
and mobile app mobile app Translation QA
+ core pages + ready to be
Define Lilt Guide QA
fundamentals Translation

Training

11/16 11/18 11/21 11/30 12/1 12/15 1/4 2/9

Learn about Asana

Access to Asana Translate glossary Turning flags for Onboarding
Access to Slack Define tone and voice translators Emails
Access to Transifex Define volume of Fix Bugs UO Macros
translations Transcreation Ads
process SEO
www.asana.com/es
www.asana.com/pt-br
CAT Tool
Transifex
 Check out
Translation Project
in Asana