tools-only Voice & Tone
Verbal identity guidelines.
Brand Voice
Definition
Voice is the consistent personality in all communications. It doesn't change based on situation.
Voice Attributes
Choose 3-4 attributes that define your voice:
| Attribute | Description | Example |
|---|---|---|
| Confident | Self-assured, not arrogant | "We know marketing" |
| Friendly | Warm, approachable | "We're here to help" |
| Witty | Clever, not silly | "Boring marketing is an oxymoron" |
| Direct | Clear, not blunt | "Here's what you need" |
| Expert | Knowledgeable, not condescending | "Based on our research..." |
Voice Spectrum
For each attribute, define the spectrum:
Confident We are: Self-assured, knowledgeable We are not: Arrogant, dismissive
Friendly We are: Warm, helpful We are not: Unprofessional, overly casual
Tone Variations
Definition
Tone adapts based on context while voice stays consistent.
Tone by Situation
| Situation | Tone Adjustment |
|---|---|
| Error message | More helpful, less playful |
| Success | Celebratory, encouraging |
| Sales | Confident, persuasive |
| Support | Patient, empathetic |
| Social | More casual, engaging |
Tone by Channel
| Channel | Tone |
|---|---|
| Website | Professional, clear |
| Blog | Conversational, helpful |
| Social | Casual, engaging |
| Personal, direct | |
| Sales | Confident, consultative |
Writing Guidelines
Do's
- Use active voice
- Keep sentences short
- Lead with benefits
- Use "you" language
- Be specific
Don'ts
- Avoid jargon without explanation
- Don't use passive voice excessively
- Avoid hedging language ("kind of", "sort of")
- Don't be overly formal
Example Copy
Headlines
✓ "Marketing that actually works" ✗ "Our marketing solutions deliver results"
CTAs
✓ "Start your free trial" ✗ "Submit to begin trial period"
Error Messages
✓ "Something went wrong. Let's fix it together." ✗ "Error 500: Internal server failure"
Success Messages
✓ "You're all set! Check your inbox." ✗ "Your submission has been received"