Brand Voice

Brand Voice Framework

1. Voice Attributes

Define 3-5 core attributes that describe how the brand sounds:

2. Tone Variations

Same voice, different intensity based on context:

3. Language Guidelines

Do use:

• Active voice
• Second person ("you")
• Contractions (we're, you'll)
• Simple words
• Short sentences

Avoid:

• Passive voice
• Third person
• Jargon without explanation
• Corporate speak
• Buzzwords

Voice Application

Headlines

• Lead with benefit
• Be specific
• Inject personality

Body Copy

• One idea per paragraph
• Conversational flow
• Address reader directly

CTAs

• Action-oriented
• Clear outcome
• Brand-appropriate tone

Error Messages

• Don't blame user
• Be helpful
• Offer next step
• Keep it human

Brand Voice Examples

Before (Generic)

"We are pleased to announce the launch of our new product feature that will help optimize your workflow efficiency."

After (With Voice)

"Big news: You can now [feature]. Here's how it helps you [benefit]."

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Before (Support - Cold)

"Your request has been received. Please allow 24-48 hours for a response."

After (Support - Warm)

"Got it! We'll get back to you within a day. Usually faster."

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Before (Error - Blaming)

"Invalid input. Please enter a valid email address."

After (Error - Helpful)

"Hmm, that email doesn't look right. Double-check the format?"

Voice Consistency Checklist

When reviewing content:

• Does it sound like our brand?
• Would we say this out loud?
• Is it clear on first read?
• Does the tone match the context?
• Are we using our preferred words?
• No forbidden words/phrases?

Documenting Brand Voice

Voice Document Structure

1. Brand Personality (who we are)
2. Voice Attributes (how we sound)
3. Tone Matrix (by context)
4. Word List (prefer/avoid)
5. Examples (before/after)
6. Quick Reference (cheat sheet)

Word Lists

Preferred Words:

Forbidden Words:

• Synergy
• Cutting-edge
• Best-in-class
• Seamlessly
• Revolutionary

Personal Voice (drafting on a person's behalf)

When drafting Slack messages, emails, or internal communications on behalf of a specific person, read their personal voice guide first. Keep one short markdown guide per person (e.g. voice-guides/<person>.md) that captures:

• Opening/closing patterns
• Tone characteristics
• Emoji usage rules
• Message templates by type
• Anti-patterns to avoid

Before drafting any message:

1. Load the relevant person's voice guide.
2. If drafting for a channel, pull recent messages from that channel for context.
3. Match the patterns and tone documented in the guide.
4. Ask for feedback to improve the guide over time.

Updating the voice guide. Refresh it periodically by pulling recent messages (last ~90 days), spotting new patterns or phrase changes, and folding in feedback on drafted messages.

Output Format

When applying brand voice, deliver:

1. Revised copy (in brand voice)
2. Voice check (how it reflects attributes)
3. Alternatives (if needed)
4. Notes (any brand-specific guidance)