The Brand Style Guide Template opens with voice, before colors or logos, because voice is what makes every piece of writing sound like the same company. This lesson makes voice concrete enough to use.
Choose three adjectives with contrasts
“Direct but not blunt, warm but not cute, expert but not academic.” The contrast half is what keeps a writer from overshooting. Pick adjectives your customers would use about a trusted supplier.
Write three do and do-not rules
Do use the customer’s words for their problem. Do not use industry buzzwords. Do write in second person. Rules are easier to apply under deadline than adjectives.
Show a before and after
Take a real paragraph from your site and rewrite it in the voice. The pair goes in the guide as the example that explains the rules better than the rules do.
Action Step
Complete the voice section of the Brand Style Guide Template with three contrasting adjectives, three rules, and one before-and-after example.
This lesson is educational content for founders and operators. It is general information, not professional advice for your specific company. Adapt every framework to your own situation and consult a qualified professional where a decision carries legal, financial, or tax consequences.