# Fillable Brand Voice Workbook

Turn broad personality words into practical writing rules, examples, vocabulary choices, and channel-specific guidance your team can apply consistently.

## Usage note

Write observable rules rather than relying on adjectives alone. A useful voice guide shows how a trait changes a sentence and when the normal tone should adapt.

## How to use this template

1. Describe the audience and the relationship the brand wants to build.
2. Choose three voice traits and define how each appears in real writing.
3. Set preferences for tone, vocabulary, grammar, and formatting.
4. Create paired examples showing what to use and what to avoid.
5. Test the guide on a real paragraph and revise any rule that writers interpret differently.

## Blank template

### Brand context

- **Brand or project:** [Enter name]
- **What we help people do:** [Complete in one sentence]
- **Primary audience:** [Describe their situation and needs]
- **What readers should feel:** [Choose one or two outcomes]
- **What readers should do next:** [State the desired action]

### Three voice principles

Repeat these fields for each of three traits.

- **Trait 1:** [For example: calm]
- **What it means:** [Define the behavior]
- **What it sounds like:** [Describe observable language choices]
- **What it does not sound like:** [Name the boundary]
- **Example sentence:** [Write one original example]
- **Trait 2:** [Complete the same five prompts]
- **Trait 3:** [Complete the same five prompts]

### Voice sliders

- **Formal 1–5 Conversational:** [Choose a number and explain]
- **Reserved 1–5 Energetic:** [Choose a number and explain]
- **Technical 1–5 Plain-language:** [Choose a number and explain]
- **Concise 1–5 Detailed:** [Choose a number and explain]
- **Serious 1–5 Playful:** [Choose a number and explain]

### Language rules

- **Words we prefer:** [List words and reasons]
- **Words we avoid:** [List words and alternatives]
- **How we address the reader:** [For example: you]
- **Sentence-length preference:** [Describe the normal range]
- **Contractions:** [Allowed / Limited / Avoided]
- **Capitalization and punctuation:** [Record house rules]
- **Claims requiring approval:** [List regulated or sensitive claims]

### Channel adjustments

- **Product interface:** [Tone, length, and action pattern]
- **Help articles:** [Tone and explanation depth]
- **Marketing pages:** [Tone and evidence standard]
- **Email:** [Greeting, tone, and sign-off]
- **Social posts:** [Energy and formatting limits]
- **Error messages:** [Explain recovery-step pattern]

### Quality check

- [ ] The draft reflects the three voice traits.
- [ ] The tone fits the reader's situation and channel.
- [ ] Vocabulary follows the preferred and avoided lists.
- [ ] Claims remain specific and supportable.
- [ ] Style choices improve rather than reduce clarity.