Brand Voice + Tone Guide
A voice and tone guide defines the stable personality behind all brand communications (voice) and how that personality adjusts its register for different contexts, a crisis response versus a product launch, a support email versus a social post (tone). The most effective guides include concrete before-and-after examples and channel-specific notes. Without examples, every writer interprets the "speaker" differently.
Articulates the brand personality, and how it flexes by situation.
Voice stays constant. Tone adapts to context.
When to use this
- When multiple writers produce content that sounds correct and on-topic, but clearly not the same brand.
- During a rebrand or pivot after audience feedback.
- To onboard freelancers, agencies, or new team members quickly and with shared reference points.