Define your brand voice & tone

Adina Cretu

Starting at

150

/hr

About this service

Summary

A clearly-defined and relevant brand voice will help you stand out in the competitive landscape and earn the trust of your users. The process of defining a practical brand voice includes 3 steps:

🔬 Step 1: Research - your company, competitors, users and goals Based on information provided by you, I will make an initial assessment and identify the opportunities for your brand. I will request the following from you:

Brand values, mission and vision

User personas

Primary competitors

Business goals

✏️ Step 2: Voice definition

The research from step 1 will lay the foundation for the outline of your brand voice, ensuring authenticity along with a competitive edge. During this step I will define:

Voice attributes - positive characteristics

Voice non-attributes - characteristics you should avoid

Copy examples - to make it easier for your team to understand and apply the chosen attributes

✏️ Step 3: Tone definitions

Tone variations allow you to adjust your content to the user's context, while still reflecting your brand voice.

During this step I will define:

Contextual tone variations - including copy examples

Pitfalls to avoid - to keep your brand voice consistent and compelling

The entire project is created using Figma and Google Docs/ Slides, so it's easy to:

Share deliverables and progress with your team

View larger analyses

Collect feedback and discuss decisions

What's included

✅ Brand profile analysis
A summary of how your brand should present itself to your target audiences. This includes voice attributes and non-attributes, with supporting copy examples.
✅ Competition research
Overview of your chosen competitors, focusing on their current brand persona. Delivered as a comparative analysis and supporting arguments for your recommended brand voice.
✅ Tone variations
Concise list of tone recommendations based on your user personas and various stages in the user journey. This includes supporting copy examples for easier adoption in your day-to-day content creation process.

Example projects