# Brand voice bible

Filmsers · Brand SKU Kit · Worksheet v1

Define a repeatable product voice with concrete copy examples, evidence boundaries and a review checklist that another writer can use without inventing brand facts.

## How to use

1. 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.

2. 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.

3. Review each variant against the same truth and voice. Keep unresolved facts out of persuasive copy, rather than softening unsupported claims with vague qualifiers.

## Fictional worked example — Foldline Desk Tray

Original illustrative product direction, not a real SKU specification, approved claim, recorded demonstration or campaign result. Replace assumptions with your own verified product references.

### 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.

## Blank worksheet

Brand / SKU / lock revision: ____________________
Project / version: ____________________
Owner: ____________________
Approval / reviewer / date: ____________________

### Audience and situation

Who is reading, what are they doing, and what should the message help them understand?

Your notes:

____________________

### Voice behaviors

Choose three voice traits and a concrete writing behavior for each.

Your notes:

____________________

### Headline rewrite

Give a rejected line, why it fails, and a proposed replacement with its evidence dependency.

Your notes:

____________________

### Demonstration rewrite

Turn an abstract benefit into clear action copy without adding unproven speed or performance.

Your notes:

____________________

### CTA and caption examples

Write one CTA and one caption that match the actual next step and avoid unsupported urgency.

Your notes:

____________________

### Words, proof and ownership

List preferred terms, unsupported terms to avoid, required proof links and the final copy approver.

Your notes:

____________________

## 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.

## Handoff

Save a versioned copy with your production files. This resource does not approve claims, generate footage, import notes into the graph, run ads or publish. Keep private client material outside the shared demo.