brand-voicelisted

# Brand Voice ## Brand Voice Development Process ### Step 1 — Audit Current Voice - Collect 20+ pieces of existing copy (emails, website, social, support) - Tag each with 3 adjectives - Find the most common 5 adjectives → current (unintentional) voice - Decide: keep, amplify, or shift each dimension ### Step 2 — Define Voice Pillars Choose 3–4 non-contradictory adjectives. Each needs an antonym to show what you're NOT: | Pillar | We Are | We Are Not | |--------|--------|------------| | Direct | Clear, no fluff | Blunt, rude | | Human | Warm, relatable | Unprofessional, sloppy | | Expert | Knowledgeable, confident | Jargon-heavy, elitist | | Playful | Light, fun | Silly, undignified | ### Step 3 — Write Voice Definitions For each pillar, produce: 1. **Definition** (2 sentences) 2. **Example — right way** 3. **Example — wrong way** 4. **3 words that activate this pillar** **Template:** ``` PILLAR: [Name] We [definition]. This means [implication for copy]. ✅ DO: "[example sentence]" ❌ DON'T: "[example sentence]" Activation words: [word1], [word2], [word3] ``` ## Tone Spectrum Voice is constant. Tone shifts by context: ``` CONTEXT TONE SHIFT ────────────────────────────────────── Marketing / Launch → More excited, aspirational Onboarding / Education → Warm, encouraging, patient Support / Error states → Calm, empathetic, solution-focused Legal / Privacy → Precise, neutral, clear Executive communication → Confident, data-d