Provides brand voice and verbal identity frameworks including Bloomstein's BrandSort, Nielsen Norman Group's Four Dimensions of Tone, Aaker's Brand Personality, the "this but not that" technique, tone adaptation matrices, and voice documentation templates. Auto-activates during brand voice development, verbal identity work, and tone guidelines creation. Use when discussing brand voice, verbal identity, tone of voice, voice guidelines, brand personality traits, BrandSort, message architecture, Margot Bloomstein, Nick Parker, four dimensions of tone, this but not that, or tone matrix.
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reference/templates.mdQuick reference for developing brand voice and verbal identity using established methodologies from leading voice strategists.
"You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss." — Mailchimp Content Style Guide
| Concept | Definition | Consistency |
|---|---|---|
| Voice | Brand's personality expressed through language | Always consistent |
| Tone | How voice adapts to different contexts | Varies by situation |
Analogy: You have the same voice whether talking to your boss or your friends — but your tone changes.
Created by: Margot Bloomstein
The Process:
Key Principle: Balance user needs with brand identity — being exclusively user-focused leads to bland sameness.
Research-backed framework for plotting voice position:
| Dimension | Spectrum | Example |
|---|---|---|
| Formality | Formal ←→ Casual | "We appreciate your inquiry" vs "Hey, good question!" |
| Humor | Serious ←→ Funny | Straightforward vs witty |
| Reverence | Respectful ←→ Irreverent | Traditional vs rule-breaking |
| Energy | Matter-of-fact ←→ Enthusiastic | Neutral vs excited |
Application:
Research Finding: Casual, conversational tone increased trustworthiness by 0.3 points on a 5-point scale.
The most influential academic framework (Stanford, 1997):
| Dimension | Sub-Traits |
|---|---|
| Sincerity | Down-to-earth, honest, wholesome, cheerful |
| Excitement | Daring, spirited, imaginative, up-to-date |
| Competence | Reliable, intelligent, successful |
| Sophistication | Upper class, charming, glamorous |
| Ruggedness | Outdoorsy, tough, masculine |
Usage: Identify 1-2 primary dimensions for your brand as starting point.
Used by Slack to add nuance and prevent misinterpretation:
| Voice Attribute | Constraint | Why It Matters |
|---|---|---|
| Confident | but not cocky | Sets boundary on confidence |
| Witty | but not silly | Humor with purpose |
| Friendly | but not ingratiating | Warmth without being desperate |
| Conversational | but always appropriate | Casual yet professional |
| Intelligent | and treats users as intelligent | Respects the audience |
Key Principle: The "not that" constraint prevents common misinterpretations.
A comprehensive verbal identity includes 8 components:
| # | Component | Description |
|---|---|---|
| 1 | Voice Attributes | 3-5 core traits with definitions and "this but not that" refinements |
| 2 | Tone Guidelines | How voice adapts across contexts, channels, emotional states |
| 3 | Messaging Architecture | Purpose, value propositions, elevator pitch, key messages |
| 4 | Naming Conventions | Product/feature naming system, hierarchy |
| 5 | Verbal Distinctive Assets | Ownable phrases, signature words, coined terms |
| 6 | Vocabulary Guidelines | Words to use/avoid, jargon policy, inclusive language |
| 7 | Grammar & Mechanics | Sentence structure, punctuation, contractions, emoji policy |
| 8 | Examples Library | Before/after rewrites, good/bad examples, templates |
| Channel | Tone Adjustment |
|---|---|
| Social Media | More casual, engaging, playful |
| Marketing/Ads | Confident, benefit-focused |
| Customer Support | Empathetic, helpful, clear |
| Legal/Compliance | More formal, precise |
| Product UI | Concise, action-oriented |
| Reader's State | Tone Response |
|---|---|
| Happy/successful | Match their energy, celebrate |
| Confused | Be patient, clear, helpful |
| Frustrated/angry | Be empathetic first, then helpful |
| Anxious | Be reassuring, concrete, specific |
The best copy demonstrates at least 3 of these 5 principles.
These are often confused. Clear distinctions:
| Element | Definition | Answers | Scope |
|---|---|---|---|
| Positioning | Strategic foundation for perception | "Why choose us?" | Internal strategy |
| Messaging | Content and narratives communicating positioning | "What do we say?" | External content |
| Voice | Personality and style in which you communicate | "How do we say it?" | Applied everywhere |
How They Work Together:
| # | Mistake | Pattern | Fix |
|---|---|---|---|
| 1 | Being Generic | "Innovative, customer-focused, passionate" | Use the "airport test" — recognizable without logo? |
| 2 | Inconsistency | Different teams, different styles | Central guidelines, train all teams, voice champions |
| 3 | Stripping Personality | Product specs overwhelming message | Voice makes complexity simple |
| 4 | Copying Trends | Everyone trying to sound like Oatly | Ground in authentic brand values |
| 5 | Ignoring Audience | Voice reflects company, not customer | Research audience preferences first |
| 6 | Vague Guidelines | "Be friendly" without definition | Add concrete dos/don'ts with examples |
| 7 | Create Then Forget | No enforcement or monitoring | Regular audits, ongoing training, metrics |
| 8 | Ignoring AI Era | Guidelines don't work with AI | Create AI-specific guidelines with prompts |
Sort attributes into "You Are," "You Are Torn," "You Are Not." The "Not" pile is as valuable as "Are."
Place brand on spectrums: Conservative ←→ Extravagant, Fun ←→ Serious, Traditional ←→ Modern.
Questions: What would they do for work? Wear? Never say? Who would they befriend? What annoys them?
Review 10 recent pieces. Read aloud. What feels authentic? What makes you wince?
Review competitors' communications. Identify patterns. Find differentiation opportunities.
AI produces content at scale, but without clear voice instructions, output sounds generic.
AI-Specific Guidelines:
Custom GPT Instructions:
Human Oversight:
| Brand | Voice Approach | What to Learn |
|---|---|---|
| Mailchimp | Gold-standard style guide | Comprehensive documentation, open-source |
| Slack | "This but not that" + 5 Principles | Nuanced constraints, developer-friendly |
| Monzo | Training across 700+ employees | Voice as business driver, metrics |
| Oatly | Irreverent stream-of-consciousness | Distinctive voice creates recognition |
| Test | Question | Pass Criteria |
|---|---|---|
| Airport Test | Would you recognize this without seeing the logo? | Immediately identifiable |
| Consistency Test | Can we express this across all touchpoints? | Translates everywhere |
| Audience Test | Does this resonate with our customers? | Matches their expectations |
| Authenticity Test | Does this feel true to the founder/brand? | Not forced or performative |
| Differentiation Test | Does this stand out from competitors? | Distinctly different |
See reference/templates.md for: