A logo tells people who you are. A voice tells them what you’re like. The brands people talk about have both, and they use the voice everywhere: on packaging, in captions, in the way they answer a complaint.
1. Write down how you sound
Pick three words that describe how your brand speaks, and three it never should. Warm but not soft. Confident but not loud. It sounds simple, and it settles a lot of arguments later.
2. Show it, don’t just describe it
Guidelines work best with examples. Write the same message three ways — a billboard line, an Instagram caption, a customer reply — so everyone can hear the difference.
“A logo gets you recognised. A voice gets you remembered.”
3. Keep it consistent
Your voice should survive every hand it passes through: agency, staff, partners. Share the guide widely, and check new work against it before it goes out.
