Brand Voice Framework
Voice vs. Tone
Voice = Brand's personality (consistent) Tone = How voice adapts to context (variable)
Example: A friendly brand (voice) might be celebratory in a win announcement but empathetic in a support response (tone).
Voice Dimensions
Tone Spectrum
Formal ←――――――――――――――→ Casual
[Legal docs] [Social media]Language Spectrum
Simple ←――――――――――――――→ Complex
[Consumer] [Technical B2B]Character Spectrum
Serious ←――――――――――――――→ Playful
[Finance] [Entertainment]Emotion Spectrum
Reserved ←――――――――――――――→ Expressive
[Corporate] [Lifestyle brand]Voice Development Process
Step 1: Define Personality Traits
Choose 3-5 traits that describe your brand:
- Confident, not arrogant
- Friendly, not unprofessional
- Knowledgeable, not condescending
- Innovative, not gimmicky
- Authentic, not casual
Step 2: Create Voice Chart
| Trait | Description | Do | Don't |
|---|---|---|---|
| [Trait] | [Meaning] | [Example] | [Example] |
Step 3: Context Adaptation
| Context | Tone Shift | Example |
|---|---|---|
| Social media | More casual | "Hey there!" |
| Support | More empathetic | "We understand..." |
| Legal | More formal | "In accordance with..." |
| Sales | More confident | "You'll see results..." |
Voice Testing
Ask these questions:
- Does this sound like our brand?
- Would a competitor say this?
- Does it resonate with our audience?
- Is it consistent with our values?
Voice Guide Template
## [Brand] Voice Guide
### We Are
- [Trait 1]: [Description]
- [Trait 2]: [Description]
- [Trait 3]: [Description]
### We Sound Like
[Example phrases]
### We Don't Sound Like
[Anti-examples]
### Sample Rewrites
Before: [Generic copy]
After: [Branded copy]