Strategy & Voice
The style guide every future writer follows.
For brands scaling past founder-only writing — bringing on a team, an agency, or additional freelancers who also need to sound like the brand.
What changes for your brand
The outcome
The first sign of voice drift is subtle — a new hire's product page reads slightly more corporate, a freelancer's email is slightly more casual than the last one. On its own, one off-voice page is forgettable. Repeated across every new person who writes for the brand, it quietly erodes the thing that made the brand recognizable in the first place. Brand Voice & Messaging fixes the input, not each output: a documented, teachable voice system — vocabulary, tone rules, do/don't examples — that anyone writing for the brand can pick up and use correctly, without asking the founder to review every sentence.
5 deliverables
What's included
- — Voice pillars (3–5 defining traits, each with a feel-like-X-not-Y example)
- — Vocabulary guide: words and phrases the brand uses, and ones it avoids
- — Do/don't examples across real formats (a product page line, an email subject, a caption)
- — Tone-by-context notes (e.g. product copy vs. customer service vs. social)
- — One structured revision round
See it in practice
Wellness — a do/don't tone rule from a voice guide
Before
We are passionate about delivering premium quality wellness products to our valued customers.
After
Don't say 'premium quality' — show it. Say what the ingredient does, not that it's good. 'Magnesium, at the dose that actually helps you sleep' — not 'premium-grade magnesium.'
A voice guide should give a rule, not a rewritten sentence — so the next writer can apply it to something we didn't cover.
How it works
How it works for brand voice & messaging
Discovery
Existing materials, founder interview, competitor voice audit.
Pillars & vocabulary draft
The defining traits and word choices, proposed first.
Do/don't examples
Applied across real formats so the guide is usable, not abstract.
One revision round & delivery
As a shareable reference document.
Packages & pricing
Packages & pricing
Brand Voice Guide
Tone, vocabulary, and do/don’t examples, documented once.
What's included
- Voice pillars
- Vocabulary guide
- Do/don't examples
- One revision round
Turnaround: Confirmed at kickoff
Full Messaging Strategy
PopularVoice guide plus positioning and message pillars.
What's included
- Everything in Brand Voice Guide
- Positioning statement
- Message pillars
- Audience-specific notes
- One revision round
Turnaround: Confirmed at kickoff
Bespoke / enterprise
Custom scope, quoted before you commit.
Rolling this out across a team or agency onboarding?
EnquireFAQ
Questions about brand voice & messaging
The Brand Voice Guide covers tone, vocabulary, and do/don’t examples. The Full Messaging Strategy adds positioning, key message pillars, and audience-specific messaging — the strategic layer above the voice itself.
Before, if you can — the voice guide becomes the reference every other service is written against. If the site’s more urgent, we can start there and formalize the voice guide from what we establish.
Anyone writing for the brand — an in-house marketer, a new freelancer, an agency partner. It's written to be handed off, not kept in one person's head.
Not included by default, but available as an add-on — ask when you enquire.