Brand Voice Guide

Brand Guidelines Deliverable MVP

1. Customer Persona

2. Brand Personality/Product Principles with Brief Description Ex: Partnership: Tristate Buildings partners with our clients, coming alongside them and their dreams. Our approach is warm, friendly, and human—like a friend who’s been putting up post-frame structures of every type for over 35 years.

3. Concepts/Dos and Don’ts Dos and Don’ts (concepts to portray principles) Do say/don’t say example sentence for each principle (optional)

4. Words and Phrases to Use/Don’t Use

5. Verbosity (Optional) Sentence length, emojis, fragments, etc.

6. Style Guide on Grammar/Punctuation/Capitalization (Optional)

7. Approved/Rejected Copy (Optional)

CREATING A TONE AND VOICE GUIDE is a great title.

lexicon: words you use to refer to things show alternatives create index have personas–they don’t need to be fancy who are your classic customers? cyclist, gadgeteer, parent single paragraph for each one.

example: (keep these as basic as possible) these help other writers target their content and determine what kind of content they need.

keep a library of approved and rejected copy. THIS IS GOOD.

The gadgeteer always wants the latest version of cycling technology. Typically male, they have a disposable income and ride recreationally. they may also race at the amateur level. They want to see lots of technical information. they research their purchases carefully, but most of the time if they’re researching a product, they’ve already decided to buy it. They’re important for us because they are the most likley to tell others about our products.

test voice. with paid advertising. if some don’t work, but them. RUN ADS TO TEST COPY. tweak lexicon accordingly. monitor performance. record and monitor which words show up more often in high-performing content.

have core brand values. GET A LIST. HOW CAN YOU SHOW THESE VALUES IN YOUR CONTENT? WHAT KIND SHOULD YOU MAKE?

FOLLOW BRAND VOICES YOU LIKE.