When consistency stops being optional and you need to nail how you want to sound everywhere.
When you have multiple people working on your content, massaging and communications, then inconsistencies are bound to creep in. Different people, personalities and priorities all come to the table with different ideas of what “on-brand” actually means.
Any sense of your brand’s style goes out of the window. Your website sounds one way, your emails another and your social media or product pages could be something else entirely.
Tone of voice isn’t about sounding clever, formal or comical. It’s about sounding familiar, recognisable and above all distinctive. It’s unifying your brand’s voice and making it feel intentional. I can create a Tone of Voice document that gives you and your team a shared language and practical guardrails, so no one is guessing how to express your brand.
A clear Tone of Voice guide serves you in three ways:
- Gives people a framework and reduces internal debate and rewrites
- Builds brand recognition through consistent tone and language
- Protects your brand from drifting into off-brand or generic language
You’ll get:
- A structured tonal framework with clear characteristics
- Practical do-and-don’t examples grounded in real scenarios
- Guidance for adapting tone across channels and contexts
- Tools your team can use immediately
And this clarity on your brand’s personality will ensure you sound distinct from your competitors.
What a typical Tone of Voice document defines
There’s some crossover between a Tone of Voice doc and a Brand Manifesto, but while the latter deals more with your vision, mission and ‘why’, this document leans more towards your personality and style in how you come over to customers.
The Tone of Voice doc will usually cover your brand’s:
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ARCHETYPE – A quick character guide; sometimes a combination of two.
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MANTRA – A sentence that defines you as a brand or business.
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VOICE – Three traits or elements that define your core style.
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TONE – How you might adapt your voice in different scenarios.
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VALUES – A summary of the three key things that matter to you.
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DOs & DON’Ts – Some clear rules on how you approach communication.
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BRAND LEXICON – Words, terms and grammar you use or avoid.
Sound like this could work for you?
“I can highly recommend Doug. He understood our brief and created great content which aligned with our brand. He’s also a nice chap to work with!” – Alina Jenkins, BodyTalk
Related projects in my portfolio:
A lot begins with an A4 Session
This is a half-day session that helps us get clear on your positioning, core messaging, what makes your business unique and what you want your website to do. Some clients have gone away with a changed view on their business and priorities. One client enjoyed the process so much, she came back six months later to do it again!
I always ask ‘idiot questions’ before starting a web project, but an A4 Session can be a lightbulb moment that drives everything that gets written.
And I would say, for a Tone of Voice Document or a Brand Manifesto, it’s essential.
In case you missed it…
Hi, I’m Doug. I’ve written brand guides and marketing materials across a range of industries – from mortgages to marketing agencies, property, community arts, events, apps, recruitment, logistics, accountancy, fibre broadband, subsea scanning and more.
I talk to people about what makes them tick, capture their energy, give their brand a voice and do everything I can to help them connect with their target market. I also write and publish books in my spare time!
Find me on Linkedin!