Voice & Tone
How we sound when we speak.
Our voice
Your voice is the consistent personality that comes through in all communications. It doesn’t change based on context—it’s who you are as a brand.
We are
List 4–6 voice attributes that define your brand personality. Each should have a brief explanation.
- [Attribute] — Brief description of what this means in practice
- [Attribute] — Brief description of what this means in practice
- [Attribute] — Brief description of what this means in practice
- [Attribute] — Brief description of what this means in practice
We are not
List the opposites or extremes to avoid. This helps clarify boundaries.
- [Anti-attribute] — What to avoid and why
- [Anti-attribute] — What to avoid and why
- [Anti-attribute] — What to avoid and why
- [Anti-attribute] — What to avoid and why
Our tone
While your voice stays consistent, your tone adapts to the situation. Define how your voice shifts across different contexts and emotional states.
Tone spectrum
Add tone guidelines for different situations your brand encounters. Include example copy for each.
[Situation type]
When does this tone apply? (e.g., success messages, onboarding, celebrations)
Describe how to adjust your voice for this situation. What should the reader feel?
"[Example copy that demonstrates this tone]"
[Situation type]
When does this tone apply? (e.g., general content, everyday interactions)
Describe how to adjust your voice for this situation. What should the reader feel?
"[Example copy that demonstrates this tone]"
[Situation type]
When does this tone apply? (e.g., errors, apologies, sensitive topics)
Describe how to adjust your voice for this situation. What should the reader feel?
"[Example copy that demonstrates this tone]"
Writing principles
Define 4–6 core writing principles that guide all content. Include good and bad examples for each.
[Principle name]
Explain this principle and why it matters for your brand.
✓ "[Good example]"
✗ "[Bad example]"
[Principle name]
Explain this principle and why it matters for your brand.
✓ "[Good example]"
✗ "[Bad example]"
[Principle name]
Explain this principle and why it matters for your brand.
✓ "[Good example]"
✗ "[Bad example]"
[Principle name]
Explain this principle and why it matters for your brand.
✓ "[Good example]"
✗ "[Bad example]"