What's included

• Brand voice overview

  A concise document outlining how the brand sounds and feels in words, setting the foundation for all future copy. Brand DNA.

• Audience Definition

  Clarifies who the brand is speaking to and what drives their attention and trust. This includes identifying key audience groups, their values, and how they interpret tone, so messaging can be precise, not generic.

• Messaging Pillars

  Three to four concise statements expressing the brand’s core perspective, values, and promises. Each pillar includes a short rationale and tone cues with examples.

• Sample Applications

  Real-world example of how the tone translates to copy, such as a homepage, about section, or short campaign text. Demonstrates how the system works in practice and provides a template for future writing.