brand-voice

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 |