If you're a founder, creator, or start-up owner, chances are you've felt this before: "Sooo, I know what my business stands for... but I have no idea how to sound like that when I write.”

Maybe your copy feels inconsistent. Maybe your AI assistant keeps generating the wrong vibe. Or maybe you're hiring writers and handing them a blank Google Doc riddled with comments.

Whatever the case, you’ve decided it’s time to sit down and strategize a brand voice and writing style.

This guide will walk you through just that. You’ll learn what it takes to exactly create a brand voice style guide that:

Sounds unique and unmistakably yours
Aligns with your audience and values
Can be handed off to a copywriter or AI assistant

Plus, you’ll get one prompt to plug into your gen AI assistant to help dissect copywriting you do love.

First, Why Is Brand Voice So Important?

The power of brand voice lies in the 3 Cs: Connection, Contrast, and Consistency.

Connection

When you speak your customer’s language—when you mirror their thoughts, fears, and phrases—they feel seen. That emotional connection builds loyalty.

According to a two-year study of 100,000 retail customers, “emotionally connected customers have a 306% higher lifetime value… and will recommend brands at a much higher rate.”

Translation: your words matter. People want to work with people—not faceless corporations. A real-feeling brand voice creates trust, loyalty, and love.

But, avoid this: Trying to sound smart on purpose. Overly technical language alienates your audience and slows conversions. Unless you’re targeting specialists, simpler is always stronger.

2. Contrast

In saturated markets, it's hard to stand out on product alone. Your voice is what can make you memorable. You can’t always be different, but you can say it differently.

Curating a brand voice that is strategically different from the mess that’s already out there will help capture attention quickly, making you look like the obvious go-to choice.

But, avoid this: Copying your competitors. It feels inauthentic. But don’t swing the other direction either. You don’t need to be outrageous to be different. You need to be you.

3. Consistency

As your business grows, others will write for you — contractors, AI, agencies. A clearly defined brand voice keeps the tone cohesive across channels.

Avoid this: The "Frankenstyle" effect. When copy sounds like a patchwork of different people and personalities, it confuses your audience. Smart audiences notice when your About page sounds cheerful and your product page sounds like a legal document.

Step 1: Do Your Research to Uncover Brand Voice Pillars

Your tone of voice should not be rooted in trends. It should not be rooted in what your uncle in HR thinks it should be. Or even what you dreamt it should be.

It should be a combination of:

Your value (what your customers need from you)
What’s authentic (who you are)
What’s different (what makes you stand out)

Let’s get into that.

Value: Know Your Market

Example of understanding your market and what they want from you

Empathy for your audience should be at the core of your tone of voice. It needs to do more than convey information. It needs to calm nerves, spark connection, and build trust.

For someone feeling overwhelmed, a grounded, reassuring tone helps.

For someone burned out on buzzwords, a casual, relatable voice creates relief.

And for someone ready to disrupt the status quo? A bold, unapologetic tone makes them feel like they’ve found their people.

Authenticity: Know Who You Are

Example of knowing who you are and what you offer the world

Tap into your core values and lived experience. This will ensure you have a brand voice that feels good to you, and one which you can replicate without feeling too salesy, off, or unsure about.

Feeling stuck? Survey your audience. Send a quick “describe me in three words” message on IG Stories, email, or anywhere else you communicate with them.

You can also DIY by answering the following prompts:

I describe myself as…
But when my clients need me, I tend to be more…
Tones that are authentic to me…

Differentiation: Know Thyne Enemies

Okay, okay. Your competitors are not enemies. But having a keen eye on what’s already in your industry can give you the edge you need to stand out.

Use a SWOT analysis or competitive review to spot what's overused or misaligned in your industry. This would entail:

Strengths: What are they doing well? Jot down phrases or playful terms you enjoyed reading.
Weakness: What could they be doing better? Jot down cliches, phrases, or sales tactics you don’t like.
Opportunity: How could we do better than what’s presented here today? Make note of overused phrases that appeared on many competitor sites.
Threats: Is there anything we should note? Such as emerging trends, customer attitudes, press, etc.

>> Read 3 Totally Bonkers DTC Brands Using Voice to Stand Out from the Crowd

Step 2: Choose Three Voice Adjectives

Now that you’ve got a jungle of adjectives from your research, it’s time to prune. Find the ones that appear the most, and lean into it.

Ultimately, you’ll want to choose three words that reflect how your brand sounds at its best.

Create a Voice Chart

For each adjective, include a sample of why you chose the tone of voice pillar. Then – and don’t skip this step – include an example of the copy. This is especially important if you will use the tone of voice style guide for an AI or writing assistant.

Example voice chart with three brand voice pillars in a style guide

Here’s an example voice chart for a design studio.

Provocative and Cheeky

Disrupting the status quo is the way to stand out. We’re not afraid to call out pitfalls in the industry and ruffle some feathers to make our point.
“Poor communication, half-hearted efforts, and a failure to evolve plagued brands like Kodak, Blackberry, Blockbuster and Sears. We all know how that story ended.”

Insightful, Not Overbearing

Experts in innovations, we believe knowledge is power. By weaving in brand and design insights, we enlighten our audience without overwhelming them.
"A warm color palette is exactly what your industry’s cold, clinical hues need to stand out."

Elevated yet Approachable

Customers don’t connect with brands – they connect with people. We may be hyperfocused on brand mastery, but we always bring everything back to the reader.
“With razor-sharp clarity and vision of what your brand represents, we're your long-term branding partner in crime.”

Step 3: Follow the WILD Framework

Now that you have the hard part done, it’s time to flesh out the brand voice style guide. This is how your voice becomes a system, not just a vibe.

W - Words:

The lingo, vocabulary, and terminology for everything, from your regional slang to how to call out your most coveted product.

Write down your product names: A rose by any other name might smell as sweet, but consistency matters. You’d be surprised how often product names are written in slightly different ways across a site or email flow. Write them down and define them clearly to avoid confusion.
List your jargon: Every industry has its lingo. Write down the terms you use often and decide whether to keep them, simplify them, or replace them with something more relatable. For example, do you say “B2B SaaS” or “business tools for teams”? It depends on your audience’s familiarity.
Note your euphemisms: Some industries (like health, wellness, or finance) require softer language. One client of mine sold gut health products, so instead of saying “go to the bathroom” repeatedly, we created playful alternatives like “digestive dance” or “happy belly moments.”
Create a word bank: You’re not Shakespeare, but having a curated list of favorite brand words, like “refresh,” “spark,” “clarity,” “unpack,” can save time and help writers stay consistent. Use tools like Word Hippo for inspiration.
Build a theme bank: If your brand has a central metaphor or theme (e.g., gardening, space, theater), collect phrases and imagery that align with it. True Grace Health, for example, leans into garden metaphors: "rooted in knowledge," "from the ground up," etc.
Start a cliché naughty list: What phrases make you cringe? List industry buzzwords or clichés you want to avoid—like "in today’s ever-evolving landscape" or "stand out from the crowd." Naming what not to say is just as powerful as naming what to say.

Example dos & donts list for a brand voice style guide

I -isms:

These are the little things that make you you. Your favorite emoji, catchphrases, the themes or slang you tend to use—these quirks help shape your personal "voice."

This is especially important in personal branding. In speech, we all develop unique patterns, whether it’s the pace, specific word choices, or even those telltale filler words. These are often shaped by our personality, cultural background, and emotions.

Take Yoda, for instance. His syntax is a signature move: “Powerful you have become, the dark side I sense in you.” That’s more than just cadence; it’s iconic enough to deserve its own category. That’s what we’re talking about here.

Creating Your Own Words

You know what’s fun? Making up words. Just like they do in Wicked or Bring It On. It’s a whole art form. But how do you structure those words? What rules do you follow, if any? That’s part of building your own signature.

>> Read A ‘Swankified’ Lesson from Wicked + How to Add More Whimsical Language to Your Writing

Quirky Expressions

And then there’s the whole world of creative expletive alternatives like “fan-bloody-tastic” or the classic “What the cuss?!” These made-up phrases can be just as powerful (and way more fun) than the real thing.

L - Length:

This is the rhythm of the sentences, such as a long, languid flow or choppy and to-the-point writing (or something in-between).

Sentence Length

If you want to sound snappy, powerful, or straight to the point, you’ll lean toward short, simple sentences that drive action. This style is especially effective for product descriptions, CTAs, and high-conversion sales copy.

If your voice is more creative, engaging, or story-based, then longer sentences with a more fluid cadence will feel more natural. This works beautifully in blogs, founder letters, and emails where storytelling matters.

Sentence Structure

Think about how your sentences begin. Leading with verbs signals confidence and momentum (e.g., “Book your spot now”). Leading with ideas or imagery, on the other hand, creates a more reflective or expressive tone.

Punctuation

Are you polished and restrained? Stick with periods and commas. Or do you love a little drama? Embrace exclamation points, ellipses, and the occasional interrobang (?!).

Scannable Content

How you format your content impacts how it feels. Brands that want to appear professional and traditional often rely on bullet points, clean white space, and structured layout. Youthful or playful brands might lean into emojis, CAPS, and even the occasional GIF.

Emphasis

Subtle brands may prefer italics or dashes. Bolder brands can go all in with bold, ALL CAPS, or a mix of everything to add personality and punch.

Choosing your sentence length and structure isn't about following rules—it’s about intentionally shaping the way your writing feels in the mind and on the page.

D - Delivery:

The tone of your writing, as in excitable and filled with exclamation points, curious and always asking questions, or even rebellious and breaking all the grammar rules for emphasis. You already did this in the step above!

Step 4: Flesh out the Editorial Side

This will make sure you are consistent across the board. If you’re implementing this into AI, it will give it rules to follow, making your life or your proofreader’s life much easier. Think of this section as your in-house stylebook.

Grammar Rules

Do you use the Oxford comma? (Decide—and stick with it.)
Do you write in active voice or allow some passive voice in storytelling?
Are contractions like "don’t" and "won’t" part of your brand's natural rhythm?

Title Case vs. Sentence Case

Do you capitalize every word in headings (Title Case)?
- Example: "How to Build a Brand Voice Guide"
Or do you go with sentence case for a more relaxed feel?
- Example: "How to build a brand voice guide"

Define rules for blog titles, email subject lines, and in-page headings.

Spelling Preferences

U.S. English or U.K. English? (Honor vs. Honour, Organize vs. Organise)
Do you allow brand-specific spellings? (e.g., "shoppe" for aesthetic reasons?)

Naming Conventions

Are your product names capitalized? Italicized?
Do you use trademark symbols? If so, when?
What’s your default style for email sign-offs, author bios, or FAQs?

Formatting Consistency

How do you treat dates? (e.g., January 1, 2025 vs. 1 Jan 2025)
Do you use numerals or spell numbers out? (e.g., "3 things" or "three things")
Do bullets end in periods or not?

Step 5: Put Your Voice Guide to Work

Now that you've created your brand voice guide, it's time to activate it. This isn't just a resource to collect digital dust, it’s a living tool designed to make your life (and your team’s life) easier.

Here are a few powerful ways to use it:

Share it with your writers: Whether it’s an in-house team or freelancers, your guide helps them hit the right tone from draft one.
Train your AI tools: Upload sections of your guide into Claude or a Custom GPT so your AI can generate content in your brand voice.
Create a one-page summary PDF: Distill your guide into a bite-sized version you can send to new hires, partners, or collaborators.
Incorporate it into onboarding: Add it to your internal onboarding docs so every team member knows how your brand sounds.
Use it for quality control: When reviewing copy, refer to your guide to check tone, grammar, word choice, and structure.
Bring it into creative reviews: Use it as a reference point for designers, strategists, and campaign teams to keep messaging aligned.

Brand Voice Style Guide Checklist

Before you wrap up, make sure your brand voice style guide includes the essentials:

Step 1: Do Your Research

Understand audience insights and pain points
Consider your brand’s personality and values
Do a competitor analysis or uncover “voice enemies”

Step 2: Define Your Voice Adjectives

Choose three tone pillars
Create a voice chart with examples
Rewrite copy in your brand voice

Step 3: Use the WILD Framework

Words: Product names, jargon, abbreviations, word banks, theme language, cliché list
-Isms: Brand quirks, syntax habits, invented words, emoji use
Length: Sentence style, punctuation preferences, formatting habits
Delivery: Tone traits, energy levels, and personality across formats

Step 4: Add Editorial Guidelines

Grammar rules and punctuation standards
Title and heading formatting
Spelling preferences
Naming conventions for products or proprietary terms
Date, number, and list formatting

Creating a brand voice and style guide should be rooted in strategy, aiming to build trust with your audience.

Done well, it saves you time, creates consistency in your message, and helps your ideal leads remember you over the competition.

Already working with a brand voice you love? Use this prompt.

Paste your favorite high-performing content into ChatGPT with this prompt:

"Analyze the following writing and create a table with these columns: Summary, Approach, Tone, Insights, Voice Pillars, Voice Examples, Sentence Length."

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I’ve Brain-Dumped Everything You Need to Know to Create a Brand Voice Style Guide

First, Why Is Brand Voice So Important?