Brand Voice & Tone Guide

BRAND VOICE & TONE

Voice is WHO you are (consistent). Tone is HOW you say it (varies by context). Define your voice with 3 adjectives and back each with concrete writing rules. The 'We never' list is just as important as the 'We always' list.

Every channel has a different emotional context. A support ticket needs empathy; a landing page needs confidence. Show how the voice stays consistent while the tone adapts.

Our voice is [adjective], [adjective], and [adjective]. We sound like a [analogy, e.g. smart coworker who explains things clearly] — never like a [negative analogy, e.g. corporate brochure or over-eager salesperson].

We always:
• [Do this]
• [Do this]
• [Do this]
• [Do this]

We never:
• [Don't do this]
• [Don't do this]
• [Don't do this]
• [Don't do this]

Tone shifts by context:
• Support: [Tone + example sentence]
• Marketing: [Tone + example sentence]
• Social: [Tone + example sentence]
• Error messages: [Tone + example sentence]