THE CHAMELEON
BRAND VOICE GUIDE
Get a codified, unforgettable verbal identity to easily scale your content with profit, purpose and personality.
A question for leaders of DTC/SaaS businesses, personal brands, and content teams:
Are you tired of editing copy drafts that don’t sound “on brand?”
From phrases you’d just never say, to cliches that irk your audience, to your stance on breaking grammar rules – editing jumbled drafts to sound in line with the business is a HUGE time suck.
Word on the street is every minute editing is worse than a treadmill minute.
But instead of a euphoric rush of endorphins waiting for you on the other side, editing is all pain. No gain.
So whether you’re a Founder with copywriters who just can’t sound like “you”...
or
…you’re a Content Manager with a handful of freelance writers that turn content into a Frankenstein of styles.
You deserve to receive a perfect draft every time… so you can stay OUT of Google docs and IN your zone of genius.
Get the guide that guarantees a streamlined, scalable brand voice — in 28 days or less.
“I ‘kind of’ knew our voice but couldn't codify it, and Kaleena extracted it perfectly, quickly, and created a thorough and accurate brand voice guide so all of our writers know exactly how to adapt. We were stabbing in the dark before, sometimes hitting the target; she gave us a clear roadmap.”
- Tiffany Lyman Otten, Founder of Tiffany Otten Consulting
A look inside the guide
DEFINING BRAND VOICE WITH MY W.I.L.D. FRAMEWORK
(W)ords
Your vocabulary – from grade level sophistication to jargon to industry terms. It’s everything from your regional slang to how to call your products.
(i)sms
Your quirks, phrases, and all the little things that make you unique. It could be your favorite sign off, how you use emojis, an affinity for adverbs, and more.
(L)ength
The cadence AKA length of the sentences. You could like the lush and languid flow of writing or you could be choppy and to-the-point (or something in-between!).
(D)elivery
The tone of voice (ToV). Whether you deliver your language with an air of excitement, an ode to outrage, or you’re led by curiosity — the tone brings it all to life.
Your Custom Guide can also include:
Personality namings
1 of 9 Voice Archetype(s)
ToV pillars & Word banks
AI prompts to nail your voice for you
The “Dos & Donts” of writing for your biz
Grade level definition
Onboarding & submission guidelines
Tools for better writing & quicker editing
Custom style & grammar guidelines
And much more
Perfect for you if
You have hired a few copywriters who just couldn’t get the voice right
You plan to scale your content and need a fantastic way to onboard writers
You spend hours editing your freelance writers’ deliverables to sound on brand and/or coming from one uniform voice
You have a unique take–whether that’s irreverent, brave, comical, satirical, whathaveyou—and you’re just too close to your own writing to codify it
You need to flesh out your brand identity documentation and/or SOPs
Get a scalable, codified brand voice and say goodbye to unnecessary editing!
“We already have style guidelines, Kaleena.”
Yeah, I get it.
As a freelance writer, I've seen many of 'em. 🥺
But here's the thing:
Most of them look like a checklist of what to do before you turn in your piece to the editor.
☑️ Use SEO keyword here, here, and here
☑️ Include link, here, here, and here
☑️ Ensure intro is captivating (duh)
☑️ Be authentic, friendly, and interesting (double duh)
☑️ Use the serial comma
...which is GRAND, I'm sure.
But a checklist does not onboard and train your writers to sound like one, uniform brand voice.
Using a proprietary process backed by tools, data, and math, I’ll build parameters you need to refine and define your sound so your style is consistent across all channels.
Honey, this is not your English teacher’s style guide!
(Unless your English teacher looks like this)
“Kaleena just walked me through her brand voice guidelines doc for a client we are both working with. I’d say it’s next-level, but that’d be an understatement. Honestly one of the best copywriters I’ve connected with in a while.”
– Brooklin Nash, Founder of Beam Content
Need a brand voice from scratch?
Get a custom-chosen Voice Archetype and Tone of Voice pillars by a Brand Voice expert. With this Add-on, I will:
Use your brand vision to refine your sound in a way that’s authentic and exciting to you
Use customer research to understand what Tone of Voice pillars will disarm your customers’ pain points and connect them to you
Use competitor research to ensure you stand out in the sea of sameness
Perfect for you if
You are in a market that has a lot of similar messaging, and you’d like to stand out from competitors
You’re launching and have had trouble with copywriters who can’t sound like you or simply want your copywriting done correctly from the get-go
You are rebranding and have the visual identity, but verbal identity is not yet defined
You have a unique vision of how you want your writing to connect to your audience
“I had specific demands because I wanted the tone of my brand to be funny while also respecting the customer and the designers behind the product. We first defined the voice with a guide and the result was astonishing! With that defined, we were able to tackle the large website! The whole process was really smooth. I didn’t have to worry about a thing.”
— Davy Martial, Founder of Cartoonely
Get a scalable, codified brand voice for better writing that resonates with your ideal audience
How it works
Week 1:
Kick-Off
We’ll have a 60-minute call so I can get inside your biz. If you booked strategy, we’ll have 90-120 minutes together to look at real writing examples. Then, you’ll send me your most beloved content and fill out some quick surveys.
Week 2-3: Documentation
This project is super hands-off. I’ll take the data and writing and turn it into an easy-breezy Google Doc with everything you’d ever need to write powerfully, authentically, and consistently.
Week 4-6:
Delivery
You receive the Google Doc where you’ll have a chance to leave feedback to ensure it’s 100% you (rest assured it will be… because this is backed by data!). If you’ve added strategy, we’ll add an extra 2 weeks for revision requests.
Why Google doc? It’s a living document that you can easily update as your voice evolved over time! Add resources, new ideas, and new vocab to it as you see fit.
PACKAGE 1:
CODIFY PREMIUM
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15-28 Pages of Full-Fledged Voice, Verbal Identity, and Content Processes. Perfect for businesses and brands that want a memorable brand voice and to onboard writers so they can scale their content with ease.
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Introduction
Core Values
Brand Vision
Brand Personality
Voice Archetype(s)
Brand Voice Pillars
Tone & Style Analysis
Changes in Tone by Channel
Word Bank
Your Audience
Essential Content Examples
Copy Submission process
Review Process
Your Products & Courses
Lexicon
Readability
Style Choices
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ONLY $4890
PACKAGE 2:
CODIFY standard
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8-15 Pages for a Codified Voice and Style Guide. Perfect for those who need a multifaceted brand voice, consistent writing, and writers who can mimic their sound in seconds.
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Brand Personality
Voice Archetype(s)
Brand Voice Pillars
Tone & Style Analysis
Changes in Tone by Channel
Word Bank
Lexicon
Readability
Style Choices
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ONLY $2990
PACKAGE 3:
CODIFY mini
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2-3 Pages to Define & Fall in Love with Your Brand Voice. Perfect for start-ups, entrepreneurs, or as an add-on to your branding documents. Limited availability.
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Brand Personality
Voice Archetype(s)
Brand Voice Pillars
Word Bank
Lexicon
Style Choices
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ONLY $1990
Schedule a free discovery call to get a walk-through of a Chameleon Voice Guide or to find out which package might be right for you!
Im Kaleena
Voice Curatrix & Chameleon Copywriter
I’ll help writers move in and out of your brand voice. As a graduate of the Codex Academy, I'm part of a small number of copywriters who’ve learned a proprietary process to voice used by Amy Porterfield, Stu McLaren, and more.
As Seen In
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4 Steps To Define Your Brand Voice
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How to Create Your Brand Voice, A Guide for B2B
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The Ultimate Guide to Brand Voice (as told by a brand voice expert)
FAQs
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Roughly 28 days for the full guide. The timeline can be flexible depending on how long your team needs to review documentation, but I try to keep deadlines in place so our project together doesn’t get bottlenecked.
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Because these guides are full of proprietary information with NDAs involved, I can’t email samples. Request a Discovery call with me and we can review content examples together and discuss how to make yours totally customized depending on the goal.
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That’s my job! I’ll dive into your most on-brand written content. Using a proprietary process, I’ll find your exact Voice Archetype. It’s backed by tools, data, and math – so no fumbling in the dark here.
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There are 9 Archetypes, split into three categories. You will fall into 1 or 2 Archetypes. Book a free Discovery Call to learn more.
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As these are backed by data, it’s not an arbitrary choice. It’s a source of truth of how your verbal identity sounds to your audience. However, every once in a while someone wants to pivot! We can most certainly add on Voice Strategy and I can help you choose and implement a Voice Archetype that better represents your business and audience.
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Yes, of course. The entire handbook is personalized to your needs. I’ll make sure all your style guidelines are interconnected.
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Package Premium if you have a team of writers who you need to onboard and ensure the brand voice remains the same across all writers.
Package Standard if you have a growing team and need a strong verbal identity.
Package Mini if you need foundational brand pieces or want to add on Tone of Voice to your brand handbooks.