A Brand Voice Guide Your Team Can Actually Write From.
A tone of voice guide that describes the brand as friendly, professional and approachable is almost useless. Those adjectives describe half the businesses in any city. A guide that shows before-and-after examples, lists specific words the brand does and does not use, and demonstrates the rhythm of the writing is something a team can actually use.
We build brand voice guides through a combination of brief, intake interviews and a review of existing copy. The guide covers positioning and key messages, the vocabulary the brand uses and avoids, sentence structure and rhythm, tone adjustments for different contexts, and example copy across the main content formats the brand produces.
The guide is formatted for practical daily use, not as a PDF that gets filed after the first read. It includes a quick-reference summary, extended examples and a set of exercises the team can use to calibrate against the guide when writing new content.
What this covers
- Brand positioning statement
- Key messages by audience segment
- Vocabulary: words to use and avoid
- Tone adjustments by channel and context
- Before-and-after copy examples
- Sentence rhythm and structure guide
- Writing exercises for team calibration
- Quick-reference summary sheet
Growing teams who write inconsistently, rebrands, businesses entering new markets, companies whose copy sounds different depending on who wrote it.