In competitive industries, brands win on who they are
A consistent voice builds trust
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.
Don't sound like the finger guns version of 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)
When you work with more than one writer, each piece of content takes on that writer's unique style.
Your customers encounter a brand with multiple personalities that—
Sucker punches your authority
Squanders valuable opportunities to build trust
Give writers the blueprint to your voice
Sentence structure, vocabulary & tone
Punctuation, vocabulary, and tone make your brand sound approachable or formal; benevolent, or ready to ruffle some feathers.
Commonly used phrases (and those to avoid)
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.
Voice helps customers recognize your brand in a crowded room
Build relationships with a clear point of view
Take the opportunity to differentiate your brand by adopting an unforgettable voice— before your competitors.
Onboard new writers who sound like you from day one
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.
Save your sanity & time
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.
Best candidates for brand voice guides
Companies in competitive industries looking for an untapped way to stand out
Organizations who want to grow a team of writers without losing their voice (or spend hours editing)
Solopreneurs with a distinct style and attitude
For brands who already have a defined voice and need it codified and documented so writers can get it right.
Brand story, elevator pitch, biographies, social links & bios, brand personality
From high-level style direction to how many words sentences should have
Commonly used phrases, phrases to avoid, and everything in between
Repeatable methods that play up your unique voice
Define who you’re speaking to
Tone by channel
Guidance on how your voice should change across your website and social media
File naming conventions and templates
Copy written in your new brand voice
Submission & Review Process
Standardized process writers will follow to write copy and get it approved
Tone analyzers and links to the most important voice resources for your writers
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
MAKE IT REPEATABLE
Get a guide so you can scale without compromising voice
"Do I really need a brand voice guide?"
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.
Get a guide from a writer trained by today's leading authorities on voice
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.