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Brand voice bible
Define a repeatable product voice with concrete copy examples, evidence boundaries and a review checklist that another writer can use without inventing brand facts.
voice · brand · write · lock
Brand SKU / Working resource / v1
Make the decision. Keep the record.
Define a repeatable product voice with concrete copy examples, evidence boundaries and a review checklist that another writer can use without inventing brand facts.
Download worksheet (.md) ↓Includes instructions, a worked example and a blank worksheet. Edit in any text or Markdown editor. Save your copy with your project files; it does not sync to the shared demo.
How to use it
- Collect owner-approved language and product facts before writing real campaign copy. For this worksheet, use the fictional examples only to understand the decisions you need to make.
- Describe voice through behaviors: which words you choose, how you explain a feature and what you refuse to claim. Test the rules on a headline, a demo line and a CTA.
- Review each variant against the same truth and voice. Keep unresolved facts out of persuasive copy, rather than softening unsupported claims with vague qualifiers.
Review before handoff
- Another writer can apply the voice traits using the examples, not just adjectives.
- Copy adds no material, performance, origin, price or availability fact absent from the lock.
- Headline, demo and CTA share the same approved product truth.
Fictional worked example
Foldline Desk Tray
An original teaching example, not a customer result. Reference filenames are illustrative; no source media is included.
- Audience and situation
- Fictional Foldline audience: people arranging a small work surface. Explain the tray's form and use without shaming a messy desk or promising that buying it will make someone more productive.
- Voice behaviors
- Clear: name the object and action. Observant: describe a recognizable desk moment. Restrained: use one claim at a time and show it. Avoid luxury superlatives, invented craftsmanship stories and exaggerated transformation.
- Headline rewrite
- Instead of 'The ultimate productivity upgrade,' draft 'A place for the small things.' The first invents superiority and performance; the second frames the intended use. Still check that the actual product and imagery support the message.
- Demonstration rewrite
- Instead of 'Instant organization, anywhere,' draft 'Open it. Bring the corners together.' Use only after C01 and the assembly method are confirmed. Do not turn the rehearsal time into a customer speed claim.
- CTA and caption examples
- Draft CTA: 'Explore the Foldline Desk Tray.' Draft caption after C01/C02 approval: 'From a flat form to a place for your desk essentials. See the details.' Destination, stock and product options need owner confirmation; no discount or scarcity claim is included.
- Words, proof and ownership
- Prefer 'tray', 'fold', 'corners' and specific visible actions. Hold 'indestructible', 'sustainable', 'premium materials' and all comparative claims until substantiated and reviewed. Copy owner links each factual sentence to the current lock revision; approval remains pending.
Preview the blank worksheet
The download includes these prompts plus project, version and approval fields. Duplicate rows when you need more coverage or episodes.
- Audience and situation
- Who is reading, what are they doing, and what should the message help them understand?
- Voice behaviors
- Choose three voice traits and a concrete writing behavior for each.
- Headline rewrite
- Give a rejected line, why it fails, and a proposed replacement with its evidence dependency.
- Demonstration rewrite
- Turn an abstract benefit into clear action copy without adding unproven speed or performance.
- CTA and caption examples
- Write one CTA and one caption that match the actual next step and avoid unsupported urgency.
- Words, proof and ownership
- List preferred terms, unsupported terms to avoid, required proof links and the final copy approver.