# Brand Voice Framework

## Voice vs. Tone

**Voice** = Brand's personality (consistent)
**Tone** = How voice adapts to context (variable)

Example: A friendly brand (voice) might be celebratory in a win announcement but empathetic in a support response (tone).

## Voice Dimensions

### Tone Spectrum

```
Formal ←――――――――――――――→ Casual
[Legal docs]     [Social media]
```

### Language Spectrum

```
Simple ←――――――――――――――→ Complex
[Consumer]       [Technical B2B]
```

### Character Spectrum

```
Serious ←――――――――――――――→ Playful
[Finance]        [Entertainment]
```

### Emotion Spectrum

```
Reserved ←――――――――――――――→ Expressive
[Corporate]      [Lifestyle brand]
```

## Voice Development Process

### Step 1: Define Personality Traits

Choose 3-5 traits that describe your brand:

- Confident, not arrogant
- Friendly, not unprofessional
- Knowledgeable, not condescending
- Innovative, not gimmicky
- Authentic, not casual

### Step 2: Create Voice Chart

| Trait   | Description | Do        | Don't     |
| ------- | ----------- | --------- | --------- |
| [Trait] | [Meaning]   | [Example] | [Example] |

### Step 3: Context Adaptation

| Context      | Tone Shift      | Example                 |
| ------------ | --------------- | ----------------------- |
| Social media | More casual     | "Hey there!"            |
| Support      | More empathetic | "We understand..."      |
| Legal        | More formal     | "In accordance with..." |
| Sales        | More confident  | "You'll see results..." |

## Voice Testing

Ask these questions:

1. Does this sound like our brand?
2. Would a competitor say this?
3. Does it resonate with our audience?
4. Is it consistent with our values?

## Voice Guide Template

```markdown
## [Brand] Voice Guide

### We Are

- [Trait 1]: [Description]
- [Trait 2]: [Description]
- [Trait 3]: [Description]

### We Sound Like

[Example phrases]

### We Don't Sound Like

[Anti-examples]

### Sample Rewrites

Before: [Generic copy]
After: [Branded copy]
```