Most brand voice guides sit in a folder unused. They are too abstract to be useful when someone needs to write a caption or reply to a complaint. We write brand voice guides that function as actual working tools.
The process starts with a set of discovery questions about the business origin, the customers, what the business is not, and what has worked in copy already. This informs the origin story and the voice principles.
The deliverable is a working brand story document and a voice guide covering: tone words with examples, what to say and what to avoid, audience language samples, and templates for common formats.
This is particularly useful for businesses that have multiple people writing: social, email, customer service. A clear voice guide reduces briefing time and improves consistency across channels.
What is included
- Origin story (long form)
- Positioning statement
- Voice principles (3-5)
- Tone words with examples
- Do/don't list
- Audience language samples