Brand Voice Worksheet
Brand voice guidelines that live in a brand deck get ignored. A working document that writers actually use — one that gives concrete examples rather than abstract adjectives — is what changes how a brand actually communicates.
This worksheet starts with a personality exercise: 12 adjective pairs (formal vs. casual, authoritative vs. conversational, playful vs. serious, etc.) where you mark where your brand sits on a spectrum. The results give you a starting point for the tone description.
The main section asks you to define voice in four dimensions — what you always do, what you never do, words and phrases you use, words and phrases to avoid — with a fill-in structure that forces specificity. There's also a channel adaptation section for Website, Email, Social Media, and Customer Support, because the same brand should sound slightly different across contexts.
The worksheet ends with a "voice in action" section: three real-world communication scenarios (complaint response, product announcement, cold outreach) where you write first drafts using your defined voice, which become training examples for your team.
Output from this worksheet can be inserted directly into a larger brand guidelines document.
What you get
- A personality exercise using adjective pairs
- Always, never, words to use and words to avoid prompts
- Channel adaptation for web, email, social and support
- Three voice-in-action scenarios
- Provided on request through the contact form
Who it's for: Brand managers, content leads, and copywriters building or documenting a brand's communication style.
What this worksheet is for
Brand voice guidelines that live in a brand deck tend to be ignored. A working document that gives concrete examples instead of abstract adjectives is what changes how a brand writes. The Brand Voice Worksheet is a fill-in document designed to be used by the people who write.
How it works
It starts with a personality exercise: 12 adjective pairs, such as formal against casual, or authoritative against conversational, where you mark where your brand sits on each spectrum. The results give you a starting point for describing the tone.
The main section defines voice in four parts: what you always do, what you never do, words and phrases you use, and words and phrases you avoid. The fill-in structure forces specificity. A channel section then adapts the voice for the website, email, social media and customer support, since the same brand should sound a little different in each.
It ends with voice in action: three real scenarios (a complaint response, a product announcement and cold outreach) where you draft in your defined voice. Those drafts become training examples for the team, and a one-page reference card summarises the result.
How to use it
Complete the personality exercise individually with two or three people, then compare the answers; the differences are usually the most useful part. Agree the always and never lists together, and write them as instructions a new writer can follow. Test the result by having someone outside the team rewrite a paragraph using the worksheet alone. The output can be inserted into a larger brand guidelines document.
The worksheet is provided on request. Would you rather have this done for you? Fill out the form on our contact page, tell us about the business, and we will come back with a quote.
Who it is for
Brand managers, content leads and copywriters who are building or documenting a brand's communication style.
Frequently asked questions
- How long does it take?
- The personality exercise is short. The longest part is the three voice-in-action drafts, so allow a working session for the whole worksheet.
- Is it a replacement for brand guidelines?
- No. It produces the voice section, which can be inserted into a wider guidelines document.
- Does the voice have to be identical everywhere?
- No. The channel section adapts tone for the website, email, social media and support while keeping the same underlying voice.
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