Brand decisions
How to make a brand voice guide people can use
A useful voice guide shows how the company explains its product and handles real situations. Give the team concrete examples, preferred terms and choices that match the audience, rather than a list of adjectives.
Liam Wu
Ashley Long
Begin with the audience and task
A founder reading a brand review needs a direct verdict and the next changes. A buyer selecting a print needs a clear product, size and price. The voice should serve that task before it expresses personality.
Write one real explanation of the product. Remove phrases that could describe any company. Replace abstract claims with the actual operation, such as uploading an image, choosing a format or receiving a critique.
Show how the rule changes a sentence
“Clear and confident” does not tell a writer what to do. A useful rule might say: name the product before describing the benefit, use one term for each feature, and explain what happens after the button.
Include before-and-after examples based on your own product. Avoid invented customer quotes. A fictional example can illustrate wording without pretending that a customer said it.
Cover the moments where tone matters
Write examples for the headline, primary action, progress, error and support answer. An error needs a cause and next step; a launch message needs a concrete reason to visit.
Sigil’s Book includes voice guidance and ready-to-use copy. Review that copy against current product behavior before publishing it. The guide should help later writers preserve clarity as the product changes.
Common questions
- Is brand voice the same as tone?
- Voice is the consistent way the company communicates. Tone adjusts to the situation, such as a progress message or a support problem.
- Can a voice guide improve AI-written content?
- Yes, if it includes concrete rules and examples. The writer still needs current product facts and an editorial review.