A Brand Voice Guide Your Team Can Actually Use, Not File Away.
A tone of voice guide that says be friendly and professional is not useful. It describes every brand and no brand in particular. A useful guide shows what the brand sounds like across specific formats, lists words the brand uses and words it does not, and gives the team enough to work from without being prescriptive.
We build brand voice guides through a combination of intake interviews, review of existing materials and research into how the target audience describes the problem the brand solves. The process surfaces the language that is already working and codifies it so it can be repeated.
The finished guide includes a positioning summary, vocabulary lists, before-and-after examples across the main content formats, and a quick-reference sheet the team can keep to hand. The guide is formatted for practical use, not as an archive document.
What this covers
- Core positioning statement
- Vocabulary: use and avoid
- Tone guide by channel
- Before-and-after copy examples
- Quick-reference summary sheet
- Writing exercises for team calibration
Growing teams writing inconsistently, rebrands, companies whose copy sounds different depending on who wrote it, businesses entering new markets.