How to Build a Brand Voice and Tone Guide
A voice guide defines how the brand sounds in writing and speech, with three or four traits, examples of what to do and avoid, tone adjustments for different situations and a word list.
A brand voice and tone guide defines how the brand sounds whenever it writes or speaks. It usually sets out three or four voice traits, explains each with examples of what to do and what to avoid, shows how the tone adjusts for different situations and includes a short list of preferred words and terms. Voice stays constant; tone adapts to the moment.
For organisations in Ghana where several people write social posts, emails, proposals and press materials, a voice guide keeps communication recognisable and consistent.
Voice and tone are different
- Voice is the brand's personality in words. It stays the same everywhere.
- Tone is how that voice adjusts to the situation: celebrating a launch, answering a complaint or announcing a delay.
A friend has the same personality at a party and at a funeral, but speaks differently at each. Brands work the same way.
Start from the positioning
Voice should express the brand's positioning and audience. A financial services firm and a youth music festival will sound different because they serve different people with different expectations.
Choose three or four traits
Pick a small number of traits that describe how the brand should sound, for example "clear, warm, confident and culturally grounded". For each, add what it does not mean, because traits can be overdone:
| Trait | This means | This does not mean |
|---|---|---|
| Clear | Short sentences, plain words, the point first | Simplistic or abrupt |
| Warm | Friendly, human, considerate | Overfamiliar or gushing |
| Confident | Direct statements backed by evidence | Boastful or exaggerated |
Show examples
Rewrite a few real pieces of communication in the brand voice: a social post, an email, a website paragraph and a customer reply. Before-and-after examples teach the voice faster than descriptions.
Define tone for common situations
Describe how tone shifts in situations the brand regularly faces:
- Announcements and launches
- Customer service and complaints
- Apologies and service problems
- Sensitive or serious subjects
- Celebrations and thanks
For difficult moments, see how to respond to negative comments and reviews online.
Add practical rules
Include the decisions writers make every day:
- How to write the brand name and product names
- Spelling conventions, such as British English
- Preferred terms and terms to avoid
- How to write dates, numbers and prices
- Use of local languages, emoji and humour
- Third person or first person, and when
Keep it short and usable
A voice guide that runs to many pages will not be used. Aim for a few pages people can refer to quickly, and share it with everyone who writes for the brand, including agencies and creators.
Review it
Revisit the guide when the brand changes, or when you notice communication drifting. Collect strong examples to add over time.
Related reading: how to write key messages people can understand, how to write social media captions that lead to action and what your visual identity needs before a campaign launch.
PR369's Marketing and Brand Strategy service includes brand positioning and messaging. Email info@pr369.com with examples of your current communication and the impression you want to create. We will begin with a strategy conversation.
