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

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.