dragoon0x Brand Voice
Voice vs Tone
Voice is who you are. It doesn't change. A brand that's direct and honest is always direct and honest.
Tone shifts by context. The same direct brand sounds different in a celebration (enthusiastic, warm) vs an error message (clear, reassuring) vs a legal disclaimer (precise, transparent).
Defining Voice
The Attribute Framework
Pick 3-4 attributes. For each, define what it is, what it isn't, and give examples.
## Voice Attribute: [Name]
**What it is:** [Clear definition]
**What it isn't:** [The extreme to avoid]
**Sounds like:** "[Example sentence]"
**Doesn't sound like:** "[Anti-example sentence]"
Example:
## Voice Attribute: Confident
**What it is:** We know our stuff and we say it simply.
**What it isn't:** Arrogant, dismissive, or condescending.
**Sounds like:** "Your data is safe. Here's exactly how we protect it."
**Doesn't sound like:** "We are the industry-leading solution for data protection."
Tone Calibration by Context
| Context | More... | Less... | Example |
|---|---|---|---|
| Onboarding | Warm, encouraging | Technical, formal | "Nice, you're set up. Let's build something." |
| Error states | Clear, helpful | Apologetic, vague | "That file is too large. Max size is 10MB." |
| Marketing | Bold, specific | Hype-y, generic | "Cut review time by 40%." |
| Documentation | Clear, scannable | Dense, academic | "To add a user, click Settings then Team." |
| Pricing | Transparent, direct | Cagey, qualified | "Free up to 5 users. $12/user/month after." |
| Changelog | Specific, honest | Vague, corporate | "Fixed: images now load on slow connections." |
Word Lists
Build Three Lists
Preferred words — Words that represent our voice Acceptable alternatives — Words that work but aren't ideal Banned words — Words we never use
Example:
| Preferred | Acceptable | Banned |
|-----------|-----------|--------|
| Use | Employ | Utilize, leverage |
| Help | Assist | Empower, enable |
| Simple | Easy | Seamless, frictionless |
| Fast | Quick | Blazing, lightning |
| New | Updated | Revolutionary, groundbreaking |
| Fix | Resolve | Remediate |
Testing Voice
Read copy aloud. If it sounds like a press release, rewrite it. If it sounds like a person explaining something to a friend, it's probably close.
The ultimate test: if you covered the logo, could someone identify the brand from the writing alone? If not, the voice isn't distinctive enough.