brand-voice

Brand Voice - Brand Voice & Messaging Guidelines

Overview

Establishes a consistent brand voice that scales across team members, channels, and content types. Your brand voice is how customers recognize you — even without seeing your logo.

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1. When to Apply

Trigger	Behavior
New brand / rebrand	Full voice definition workflow
"brand voice", "tone guide"	Interactive brand voice builder
Content review request	Voice consistency check
New team member writing content	Brand voice onboarding

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2. Brand Voice Definition Framework

Step 1: Brand Personality

Choose 3-5 adjectives that define your brand personality:

Personality Spectrum:

Formal ←————————→ Casual
Serious ←————————→ Playful
Reserved ←————————→ Bold
Complex ←————————→ Simple
Traditional ←————————→ Innovative

Output:

## Brand Personality
Our brand is: **[Adj 1]**, **[Adj 2]**, **[Adj 3]**
We are NOT: **[Anti-adj 1]**, **[Anti-adj 2]**, **[Anti-adj 3]**

Step 2: Voice Attributes

For each personality trait, define how it manifests in writing:

## Voice Attributes

### [Attribute 1, e.g., "Confident"]
- **Do**: State things clearly. Use active voice. Make bold claims backed by data.
- **Don't**: Hedge with "maybe", "possibly", "we think". Use passive voice.
- **Example ✅**: "Our engine processes 10M events per second."
- **Example ❌**: "We believe our engine might be able to handle quite a lot of events."

### [Attribute 2, e.g., "Friendly"]
- **Do**: Use conversational language. Address reader as "you". Use contractions.
- **Don't**: Use jargon without explanation. Sound like a legal document.
- **Example ✅**: "You'll be up and running in 5 minutes."
- **Example ❌**: "The platform initialization process requires approximately 300 seconds."

### [Attribute 3, e.g., "Clear"]
- **Do**: Short sentences. One idea per paragraph. Plain language.
- **Don't**: Nest multiple clauses. Use acronyms without definition.
- **Example ✅**: "Connect your data. Get insights. Ship faster."
- **Example ❌**: "By leveraging our synergistic data integration capabilities..."