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Tone & Voice Guide
Complete guide to developing and maintaining consistent voice and tone in your content.
Voice vs. Tone
Voice
Your brand's personality - consistent across all content
Think of it as:
- Who you are as a brand
- Your character
- Never changes
Examples:
- Mailchimp: "Friendly, helpful, human"
- Stripe: "Direct, technical, trustworthy"
- Nike: "Inspirational, motivational, bold"
Tone
How voice adapts to context - changes based on situation
Think of it as:
- Your emotional state
- How you say something
- Varies by context
Examples:
- Error message: Apologetic, helpful
- Success message: Congratulatory, encouraging
- Technical docs: Professional, precise
- Marketing: Enthusiastic, persuasive
Analogy: Voice = Your personality Tone = Your mood
Defining Your Voice
Voice Attributes Framework
Choose 3-4 core attributes that define your brand voice:
The Spectrum:
Formal ←────────────→ Casual
Serious ←────────────→ Funny
Respectful ←────────────→ Irreverent
Enthusiastic ←────────────→ Matter-of-fact
Traditional ←────────────→ Innovative
Example Voice Definitions
Mailchimp:
- Friendly but not silly
- Clever but not overly witty
- Helpful but not overbearing
- Expert but not bossy
Slack:
- Professional but approachable
- Technical but not intimidating
- Playful but not childish
- Direct but not cold
Atlassian:
- Straightforward and honest
- Enthusiastically professional
- Conversational yet informative
- Smart but not condescending
Voice Dimensions
1. Formality
Formal:
- Professional language
- Complete sentences
- No contractions
- Third person
Example: "The application has been successfully deployed to the production environment."
Casual:
- Conversational language
- Contractions okay
- First/second person
- Shorter sentences
Example: "You're all set! Your app is live."
When to use:
- Formal: Legal, compliance, enterprise docs
- Casual: Blogs, social media, onboarding
2. Enthusiasm
Highly Enthusiastic:
- Exclamation points
- Superlatives (amazing, incredible)
- Energy and excitement
- Emojis (in appropriate contexts)
Example: "This is amazing! You just saved 10 hours of work. Let's celebrate! 🎉"
Neutral/Matter-of-fact:
- Period instead of exclamation
- Factual statements
- No hyperbole
- Professional tone
Example: "The task has been completed successfully. You saved 10 hours."
When to use:
- Enthusiastic: Consumer products, celebrations, achievements
- Neutral: Technical docs, business content, data reports
3. Technical Level
Highly Technical:
- Industry jargon
- Assumes expert knowledge
- Technical accuracy paramount
- Detailed specifications
Example: "The WebSocket connection establishes a persistent, full-duplex communication channel over a single TCP connection."
Accessible:
- Plain language
- Explain jargon
- Analogies and examples
- Beginner-friendly
Example: "WebSockets let your app and server talk back and forth in real-time, like a phone call instead of sending letters."
When to use:
- Technical: API docs, developer tools, architecture guides
- Accessible: Getting started guides, general audience, marketing
4. Humor
Funny/Playful:
- Jokes and puns
- Pop culture references
- Light-hearted
- Personality shines
Example: "Oops! Looks like something went wrong. Our bad. We're on it faster than you can say 'Have you tried turning it off and on again?'"
Serious:
- Professional
- No jokes
- Straightforward
- Business-like
Example: "An error has occurred. Our team has been notified and is working to resolve the issue."
When to use:
- Playful: Consumer brands, creative industries, social media
- Serious: Financial services, healthcare, legal, critical errors
Writing in Your Voice
Voice Checklist
For every piece of content, ask:
- Does this sound like us? (matches voice attributes)
- Is it consistent with previous content?
- Would our audience recognize us without our logo?
- Does it feel authentic or forced?
Voice Examples by Sentence
Same content, different voices:
Topic: User made an error
Mailchimp (friendly, helpful): "Oops! It looks like that email address isn't quite right. Try checking for typos?"
Stripe (direct, technical): "Invalid email format. Use format: user@example.com"
Innocent (playful, quirky): "That email address looks a bit wonky. Give it another go?"
IBM (formal, professional): "The email address entered is invalid. Please verify and try again."
Adapting Tone
Tone Guidelines by Context
| Context | Tone | Example |
|---|---|---|
| Error message | Apologetic, helpful | "Sorry about that! Here's how to fix it..." |
| Success | Encouraging | "Nice work! You're all set." |
| Warning | Urgent but calm | "Action required: Your payment failed." |
| Education | Patient, clear | "Let's walk through this together." |
| Marketing | Persuasive, exciting | "Transform your workflow in minutes!" |
| Legal | Formal, precise | "By continuing, you agree to the terms." |
| Support | Empathetic, solution-focused | "I understand this is frustrating. Let's solve it." |
Person & Perspective
First Person (We, Our)
When to use:
- Brand speaking
- Company announcements
- Team perspective
Example: "We're excited to announce our new feature. We built this based on your feedback."
Pros:
- Personal connection
- Shows team behind brand
- Takes ownership
Cons:
- Can feel self-focused
- Less about user
Second Person (You, Your)
When to use:
- Most common
- User instructions
- Direct communication
- Marketing copy
Example: "You can now collaborate in real-time. Your team will love it."
Pros:
- User-focused
- Clear and direct
- Creates connection
Cons:
- Can feel pushy if overused
Third Person (They, User, Customer)
When to use:
- Documentation
- Objective content
- Case studies about others
Example: "The user navigates to settings. The system validates their credentials."
Pros:
- Professional
- Objective
- Clear for documentation
Cons:
- Less personal
- Can feel distant
Active vs. Passive Voice
Active Voice (Preferred)
Structure: Subject performs action
Examples:
- "You can deploy your app in minutes."
- "The system processes your request."
- "Click the button to continue."
Why use:
- Clearer
- More direct
- Easier to read
- Stronger
Passive Voice (Avoid Usually)
Structure: Action performed on subject
Examples:
- "Your app can be deployed in minutes."
- "Your request is processed by the system."
- "The button should be clicked to continue."
When to use:
- Actor unknown: "The server was restarted."
- Actor irrelevant: "The file was deleted."
- Soften message: "An error was encountered."
Sentence Structure
Short Sentences
- Easy to read
- Scannable
- Mobile-friendly
- Clear
Example: "Deploy your app fast. No config needed. It just works."
When to use:
- Headlines
- Key points
- Mobile content
- Emphasis
Varied Length
- More natural
- Maintains interest
- Provides rhythm
Example: "Deploy your app fast. No configuration needed, no complicated setup process, no hours wasted on devops. It just works."
When to use:
- Blog posts
- Long-form content
- Storytelling
Word Choice
Simple vs. Complex
Prefer simple:
- Use vs. utilize
- Help vs. assist
- Buy vs. purchase
- Start vs. commence
- Show vs. demonstrate
Exception: Technical accuracy requires specific terms
Positive vs. Negative
Positive framing (preferred):
- "Remember your password"
- "Include your address"
- "Make sure to save"
Negative framing (avoid):
- "Don't forget your password"
- "Don't leave out your address"
- "Don't lose your work"
Concrete vs. Abstract
Concrete (preferred):
- "Save 10 hours per week"
- "Deploy in 5 minutes"
- "99.9% uptime"
Abstract (avoid):
- "Save time"
- "Fast deployment"
- "Reliable service"
Common Writing Guidelines
Contractions
Use them for conversational tone:
- Don't vs. Do not
- You're vs. You are
- We've vs. We have
Skip them for:
- Legal content
- Very formal contexts
- When emphasis needed: "Do not delete this"
Exclamation Points
Use sparingly:
- Celebrations and achievements
- Very exciting news
- Strong emphasis
Limit to:
- Once per paragraph max
- Never multiple (!!!)
- Not in B2B formal content
Emojis
When appropriate:
- Consumer brands
- Casual social media
- Internal communications
- In-app celebrations
Avoid in:
- Enterprise B2B
- Documentation
- Legal/compliance
- Serious topics
Brand Voice Examples
Technology/Developer Tools
Stripe:
- Voice: Direct, technical, trustworthy
- Example: "Accept payments in minutes. Get started with a few lines of code."
- Why it works: Developers want clarity and speed
Vercel:
- Voice: Modern, enthusiastic, technical
- Example: "Deploy your Next.js app. It's crazy fast."
- Why it works: Balances technical and excitement
Twilio:
- Voice: Friendly, technical, empowering
- Example: "Build the future of communications. We make it simple."
- Why it works: Technical but approachable
Consumer Products
Mailchimp:
- Voice: Friendly, helpful, sometimes quirky
- Example: "That email looks a bit wonky. Want to check it?"
- Why it works: Makes tedious tasks feel human
Slack:
- Voice: Professional-casual, helpful, clear
- Example: "Work, simplified. Your team will thank you."
- Why it works: Professional without being stuffy
Headspace:
- Voice: Calm, supportive, encouraging
- Example: "Take a moment for yourself. You deserve it."
- Why it works: Matches meditation/wellness mission
Enterprise/B2B
Salesforce:
- Voice: Professional, empowering, visionary
- Example: "Transform your business. Connect with customers in a whole new way."
- Why it works: Aspirational but credible
Atlassian:
- Voice: Straightforward, enthusiastic, smart
- Example: "Teamwork doesn't have to be hard. Let's make it easier."
- Why it works: Acknowledges real problems, offers solutions
Developing Your Voice
Step 1: Define Core Attributes
Choose 3-4 from these dimensions:
Formality:
- Formal, professional, casual, conversational
Humor:
- Serious, playful, witty, irreverent
Enthusiasm:
- Energetic, neutral, understated
Technical:
- Expert, accessible, simple
Empathy:
- Warm, neutral, distant
Step 2: Create Voice Chart
| Attribute | We are | We are not | Example |
|---|---|---|---|
| Professional | Clear and helpful | Stuffy or robotic | "Here's how to..." not "One must..." |
| Friendly | Warm and welcoming | Overly casual | "Welcome!" not "Sup!" |
| Technical | Accurate and precise | Jargon-heavy | Explain terms first time |
Step 3: Write Examples
For each voice attribute, write before/after examples:
Before (generic): "Our platform provides solutions for your business needs."
After (our voice - direct, technical, helpful): "Deploy your apps faster with built-in CI/CD and automatic scaling."
Step 4: Create Voice Guidelines
Document:
- Core voice attributes (3-4)
- Do's and don'ts
- Example sentences
- Tone by context
- Word choice preferences
- Grammar rules (contractions, etc.)
Testing Your Voice
Voice Consistency Check
- Remove branding from 5 pieces of content
- Mix with competitors' content
- Can people identify yours?
If yes → Voice is distinctive If no → Need stronger voice
Reader Feedback
Ask your audience:
- How would you describe our voice?
- Does it match your expectations?
- What do you like/dislike?
Maintaining Voice
Team Alignment
Onboarding:
- Share voice guidelines
- Review examples
- Practice exercises
Review Process:
- Check content against voice guidelines
- Provide specific feedback
- Create a voice champion
Documentation:
- Voice guidelines in shared doc
- Examples library
- Regular updates
Voice Evolution
When to evolve:
- Rebranding
- New audience
- Company maturity
- Market shift
How to evolve:
- Document changes
- Transition gradually
- Update guidelines
- Train team
What to keep:
- Core personality
- Brand values
- Recognition
Voice Guidelines Template
# [Brand] Voice & Tone Guide
## Our Voice
[Brand] sounds [attribute], [attribute], and [attribute].
### Core Attributes
**1. [Attribute Name]**
- What it means: [Description]
- We are: [Example]
- We're not: [Counter-example]
**2. [Attribute Name]**
[Repeat]
**3. [Attribute Name]**
[Repeat]
## Grammar & Mechanics
- Contractions: [Yes/No]
- Exclamation points: [Use sparingly/Never/Frequently]
- Emojis: [Appropriate contexts]
- Person: [First/Second/Third]
- Active voice: [Always/Usually/Varies]
## Tone by Context
| Context | Tone | Example |
|---------|------|---------|
| Error | Apologetic | "Sorry about that..." |
| Success | Encouraging | "Nice work!" |
| Documentation | Clear | "Follow these steps:" |
## Word Choices
**Preferred:**
- [Word 1] over [Word 2]
- [Word 3] over [Word 4]
**Avoid:**
- [Words/phrases to avoid]
## Examples
### Good Examples
[3-5 examples that nail the voice]
### Before/After
**Before:** [Generic version]
**After:** [Our voice version]
Remember: Your voice should feel authentic, not forced. If it doesn't feel like "you," it won't resonate with your audience.