Brand Tone of Voice Guide: One Personality on Every Channel

Tone of voice is the brand’s personality expressed in words. It matters as much as visual identity, because most customer contact happens through text.

What the guide contains

• Three adjectives: for example “clear, bold, warm”. Every text must fit all three.
• We do / we don’t list: “We write short sentences; we avoid jargon.”
• Channel tuning: same personality, different volume: relaxed on Instagram, measured in a proposal.
• Sample lines: greetings, apologies, campaign announcements.

Rollout

Share the guide with the content team, customer service and the agency. Run new copy through the three-adjective test; a sentence that fails it is not the brand’s, however good it reads.