Differentiating on features is one way to stand out. But it's a short-lived gain. Competitors with more resources will catch up. That's why, in a tight race, you can tip the scale in your favor with a memorable brand voice.
Voice is your unique point of view on your industry, products, and relationships with customers. It's how customers feel—and expect to feel—when they engage with your brand.
When it comes to voice, imitation is not the sincerest form of flattery.
(Which explains why the #1 hesitation behind price for hiring a copywriter is voice)
David Hasselhofff, guns blazing (Poppable)
Your customers encounter a brand with multiple personalities that—
Punctuation, vocabulary, and tone make your brand sound approachable or formal; benevolent, or ready to ruffle some feathers.
Set rules for words and topics that come up over and over again.
This way no writer hits ‘Publish’ on something embarrassing.
Dashes, ellipses, colons—oh my. These dangerous little details can add serious personality.
Take the opportunity to differentiate your brand by adopting an unforgettable voice— before your competitors.
Plot twist: the most effortless voice follows a strong set of rules. As your company grows, keep your brand from missteps with a brand voice guide that gives new content creators a plug and play roadmap for success.
Imagine a world where everyone in your organization uses the same file naming conventions. The mental calories you could save with everyone on the same (literal) page! One of the underground benefits of a brand voice guide is having one document for all the rules around content creation.
For brands who already have a defined voice and need it codified and documented so writers can get it right.
Brand Overview
Brand story, elevator pitch, biographies, social links & bios, brand personality
Voice DNA
From high-level style direction to how many words sentences should have
Lexicon
Commonly used phrases, phrases to avoid, and everything in between
Style
Repeatable methods that play up your unique voice
Audience
Define who you’re speaking to
Tone by channel
Guidance on how your voice should change across your website and social media
Internal conventions
File naming conventions and templates
Examples
Copy written in your new brand voice
Submission & Review Process
Standardized process writers will follow to write copy and get it approved
Resources
Tone analyzers and links to the most important voice resources for your writers
$3,000
For brands who need a voice created from scratch so they can stand out and own their awesomeness.
Brand Overview
Brand story, elevator pitch, biographies, social links & bios, brand personality
Voice DNA
From high-level style direction to how many words sentences should have
Lexicon
Commonly used phrases, phrases to avoid, and everything in between
Style
Repeatable methods that play up your unique voice
Audience
Define who you’re speaking to
Tone by channel
Guidance on how your voice should change across your website and social media
Internal conventions
File naming conventions and templates
Examples
Copy written in your new brand voice
Submission & Review Process
Standardized process writers will follow to write copy and get it approved
Resources
Tone analyzers and links to the important voice resources for your writers
Scoring rubric ($1500+ value)
Measure and score a writer's work based on how well it fits your voice (and know how to fix it)
$5,000
I'll dissect the content you love and create a voice from scratch (or refine one you already have)
I'll use analyzers to document the code behind your brand’s written personality
Get a guide so you can scale without compromising voice
If you're selling in a competitive market or growing a team of writers, a brand voice guide is the secret game-changer you didn't know you need.
Writers with a brand voice guide get it right the first time. The hours saved editing will pay for the guide, project after project.
As a graduate of the Codex Academy, I'm one of a very small fraction of writers (less than 40) who've learned how to codify brand voice at the highest (falsetto high) level of detail. Get a voice guide like the ones used by Ramit Sethi, Founder of GrowthLab, and online marketing expert Amy Porterfield—clients of the leaders of Codex Academy.
Copy Salt's messaging and brand voice services work together by design.
Both take a deep dive into your brand. Both require tough, strategic decisions. Both help you become more relatable to your customers.
The Unskippable Brand Builder makes the most of these efficiencies by combining the best of messaging & voice into one optimized package—so you can walk away with compelling messaging in a memorable voice that's distinctly yours.
Annie Obergefell is a B2B messaging & brand voice strategist, copywriter, and founder of Copy Salt. Her specialties include messaging, marketing strategy, and brand voice development for clients, advertising agencies, and consultancies.
Have a brand messaging, voice, or content project? Let's talk.
