Template

How to Define Your Brand's Tone of Voice (with free template)

Eugenia Verbina · Semrush Free Beginner

The article walks a four step method and then hands you an editable Google Doc you can fill in, which is what you actually need to give a new marketing hire or an agency on day one. It is opinionated about including real do and do-not examples, not just adjectives, so the document stays usable instead of decorative. Copy it, cut what does not fit, and make it yours before anyone else touches your brand.

  • A working guide needs core values, named tone dimensions, and concrete on-brand vs off-brand phrasing, not a list of vibes
  • Ground the tone choices in how your real audience actually talks, so the guide reflects your customers and not a generic template
  • Hand this document to every freelancer and agency at kickoff so the standard is set before the first draft, not after
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The question it answers

  1. How do I make sure our brand look and voice hold up as we add a marketing person, agencies, and freelancers who weren't there at the start?

Read with it

  1. This is the reference everyone quietly copies when they first try to write down their brand voice, and it is public, free, and... Mailchimp Content Style Guide Article Voice and Tone, Mailchimp Content Style Guide Mailchimp
  2. This piece argues something useful and slightly against the grain: the goal is not to find people who already sound exactly... Skyword, The Content Standard Essay Maintaining One Brand Voice When Working with Multiple Writers Erin Ollila
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