Brand Voice & Tone Guide Template
Define how your brand should sound across website copy, campaigns, sales materials, social posts, emails, support content, and executive communications.
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Document how your brand sounds before more people start writing for it
This guide helps marketing teams turn a vague sense of voice into practical writing rules. Use it to define personality traits, tone by situation, language to use or avoid, examples by channel, and review rules for keeping copy consistent as the team grows.
Voice principles
Define the stable personality traits that should show up in every piece of brand communication.
Tone by context
Explain how the brand should flex across sales pages, product updates, social posts, support messages, and executive content.
Language rules
Create practical guidance for words to use, words to avoid, claims to substantiate, and phrases that sound off-brand.
Before-and-after examples
Show writers what good looks like with sample rewrites across common marketing and customer touchpoints.
Template sections
The guide moves from high-level voice traits into practical examples, so writers, marketers, founders, and agencies can apply the voice without guessing.
Who This Template Is For
Marketing teams, brand leads, content leaders, founders, and agencies that need multiple people writing in one recognizable voice. Useful before a website rewrite, brand refresh, content scale-up, or agency handoff.
How To Use It
Start by choosing the brand traits that feel true and defensible. Add examples from existing copy, then write channel-specific rules and before-and-after rewrites. Share the guide with anyone creating customer-facing copy and update it when your positioning changes.
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