✦Pre-launch sentiment check✦Powered by Founda intelligence✦Test before you launch✦Six signals · One score✦Pre-launch sentiment check✦Powered by Founda intelligence✦Test before you launch✦Six signals · One score✦Pre-launch sentiment check✦Powered by Founda intelligence✦Test before you launch✦Six signals · One score✦Pre-launch sentiment check✦Powered by Founda intelligence✦Test before you launch✦Six signals · One score
Voice & Tone Guidelines · Live · Region-aware
— Pack 09 · Playbook —

Voice & Tone Guidelines.

The playbook for building voice and tone guidelines the team actually uses. The eight fields your guide needs, the seven contexts your tone has to flex across, and the roll-out that gets it off the wiki and into every draft.

FORMAT
playbook
PAGES
16
TIME
45 mins to write, weeks to embed
PRICE
$29

— What's inside —

  • Why voice guides fail (and what a good one does)Page 03
  • Voice vs tone, defined without the jargonPage 04
  • The voice matrix · four dimensions to definePage 05
  • The 8-field voice guide templatePage 07
  • The tone spectrum · seven contexts to write forPage 08
  • Do / don't · sixteen worked pairsPage 10
  • Worked example · MailchimpPage 12
  • Worked example · GOV.UKPage 13
  • Worked example · MonzoPage 14
  • How to embed the guide so it survives contact with a teamPage 15
  • Reading listPage 16

— A taste —

Most brands that write a voice and tone guide never look at it again. The document goes into a shared drive, gets referenced once by a new hire in their first week, and then quietly rots while the actual voice of the brand drifts wherever the loudest recent writer took it. The problem is not that the team is careless. The problem is that most voice guides are written like brand statements rather than tools for writers, so they do not actually make the next sentence easier to write.

— Continues for 14 more pages —

— Based on —

  • · Mailchimp · Content Style Guide (public)
  • · GOV.UK · Content Design principles
  • · Monzo · Tone of Voice documentation
  • · Buffer · Public style guide
  • · Nicely Said · Nicole Fenton & Kate Kiefer Lee
  • · Erika Hall · Conversational Design