Brand voice guidelines translate a voice into instructions. They let a new copywriter, a support agent or an agency write in a way that sounds like your organization without needing months of absorption. Good guidelines are short enough to read, specific enough to apply and full of examples. Bad ones are long lists of adjectives that nobody opens after the launch meeting.
What to Include
| Section | Purpose |
|---|---|
| Who we are and who we write for | One paragraph of context so the voice makes sense |
| Voice traits | Three or four traits, each with "this, not that" and an example |
| Tone by situation | How the voice adapts for different contexts |
| Vocabulary | Words we use, words we avoid, and terms we define |
| Style rules | Spelling, capitalization, numbers, punctuation, formatting |
| Before and after examples | Real copy rewritten in the voice |
| Channel notes | Specific guidance for web, email, social and support |
Writing the Voice Traits
Each trait needs a short definition, a boundary and an example. For instance: Plain-spoken. We use everyday words and short sentences, and we explain anything technical. We are not simplistic or patronizing. Example: "Your backup failed because the drive was full. Free up 2 GB and try again." Writers learn far more from the example than from the definition.
Tone by Situation
Voice stays constant; tone shifts with the reader's state of mind.
| Situation | Reader's mood | Tone |
|---|---|---|
| Marketing page | Curious | Energetic, clear, confident |
| Onboarding email | Hopeful, busy | Encouraging, practical |
| Error message | Frustrated | Calm, direct, helpful |
| Outage or incident update | Worried | Serious, transparent, specific |
| Price increase notice | Wary | Honest, respectful, clear on reasons |
Vocabulary and Style Rules
List the words that define your brand and the ones that do not fit. A healthcare brand might prefer "people" over "patients" in marketing, or avoid "cheap" in favor of "affordable". Include terms you use for your own products and features, with correct capitalization. Then add the style decisions writers ask about most: British or American spelling, sentence or title case for headings, how to write numbers and dates, use of contractions, and whether to use the Oxford comma.
Before and After Examples
Choose real copy from different channels and show the rewrite.
- Before: "We are delighted to announce the launch of our innovative new reporting functionality." After: "New: build a client report in two minutes, not two hours."
- Before: "Unfortunately we are unable to process your payment at this time." After: "Your payment didn't go through. Check the card details or try another card."
A One-Page Template
- About us in one paragraph: what we do and for whom.
- Our voice: trait 1, trait 2, trait 3, each with this, not that, and an example.
- Tone guide: a short table of situations.
- Say this, not that: ten word pairs.
- Style essentials: spelling, case, numbers, contractions.
- Three before-and-after examples.
Rolling It Out So People Use It
Publish the guidelines somewhere writers already work, such as the shared drive or design system, not a buried PDF. Walk teams through them with real examples from their own work. Add the guide to briefs for agencies and freelancers. Nominate an owner who answers questions and updates the guide as new situations arise. Review a sample of published copy every few months to see where the guidelines are working and where they need clearer examples.
Channel Notes
The same voice behaves differently across channels, and guidelines should show how. On the website, sentences can be fuller and more considered. In email, the voice is personal and direct, written from one person to another. On social channels it is shorter and more conversational, with room for personality. In support conversations it is patient, precise and focused on solving the problem. In legal and policy pages, clarity matters most, and the voice should simplify without losing accuracy. A short paragraph and one example per channel prevents writers from guessing.
Inclusive and Accessible Language
Voice guidelines are a good place to set expectations for inclusive and accessible writing. Prefer plain language that people with different reading levels and first languages can follow. Avoid idioms that do not translate, gendered defaults and terms that stereotype. Use descriptive link text, explain acronyms and keep sentences reasonably short. These choices make copy clearer for everyone, not only for the audiences they are designed to include.
Keeping the Guidelines Current
Treat guidelines as a living document with an owner. Add examples when writers face new situations, such as a product launch or a crisis update. Collect questions from writers and answer them in the guide. Review the whole document once a year, removing rules nobody follows and clarifying ones people interpret differently. Guidelines that evolve with the organization stay useful; frozen ones are quietly ignored.
Frequently Asked Questions
Voice traits with boundaries and examples, tone guidance for different situations, preferred and avoided vocabulary, core style rules, and before-and-after examples from real copy.
Short enough to read in one sitting, often two to six pages. A one-page summary for quick reference helps adoption.
A style guide covers mechanics such as spelling, punctuation and formatting. Brand voice guidelines cover personality and tone. Many organizations combine both in one document.
Make them easy to find, include them in every brief, train teams with examples from their own work, and review published copy regularly.