About this service

A brand voice guide that nobody uses is not a brand voice guide. It is a document that sat in a meeting, got approved, and lives in a shared folder nobody opens. The reason most voice guides do not get used is that they describe tone in adjectives - conversational, authoritative, warm - without showing what those adjectives mean in actual sentences. Knowing that a brand should sound warm does not help a writer produce warm copy.

We build messaging frameworks that work by example. For every claim about tone or voice, there is a worked example showing what it looks like in a headline, in a body paragraph, in a subject line. For every positioning statement, there is the reasoning that produced it so the team can extend the logic to new situations without needing to brief us again.

The deliverables include: core positioning statement, value proposition hierarchy, brand voice guide with worked examples, tagline options (3-5 directions), and the messaging framework for key audience segments. For B2B clients, we also produce the sales conversation guide connecting the messaging to objection handling.

What is included