Page 127 · Module 05, Market Your Message · this screen continues that page
All 108 frameworksBrand Voice Definition
Your content sounds different every week. Your LinkedIn posts, website copy, and email
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
The most useful part of a brand voice guide is the 'what we never say' list. The don'ts define the voice more sharply than the dos. If you never use jargon, never use passive voice, and never make claims without proof, that combination is already a distinctive voice. Start with the never list.
Who should run this prompt
Module role profileWho should build and review your marketing? Marketing fails at two points: when the message is unclear, and when it reaches the wrong people. The roles on this page cover both failure modes. Internal roles help you build, sharpen, and distribute. Outside perspectives — especially the cold customer — tell you whether what you built actually works before the campaign launches.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesnewsletters feel like they were written by three different people. You can't brief a writer or a VA because you can't describe your voice.
How the framework works
From the printed pageBrand voice is the consistent personality and tone your brand uses across all communications. It is not the same as tone: tone adjusts to context (a sales email is more direct than a thought leadership post), but voice stays constant. A strong brand voice has three layers: Personality Traits (the adjectives that describe how you sound), Voice Rules (what you do and don't say), and Tone Variations (how the voice shifts across contexts). When your voice is defined, every piece of content, even AI-generated sounds unmistakably like you.
The method, in four moves
Do these in orderDefine your voice by what you are and what you are not the contrast sharpens the definition.
Write 3 examples of your brand voice in action for different contexts before defining the rules.
Test your voice definition by briefing someone who doesn't know your brand and seeing if they get it right.
Include voice rules in every brief you give to writers, designers, or AI. Sound like yourself consistently, across every channel "Sounds unmistakably like you" is doing a lot of work in that last line, even a well- defined voice needs a human pass before it ships. Voice rules stop AI-generated content from sounding generic. They don't make it sound like you wrote it yourself. Never Sounds Like AI" Isn't Real
Where the framework comes from
Brand strategy methodology — brand voice frameworks widely documented
Pairs well with
As printed with this frameworkModule 05 — Market Your Message
Build the system that makes your right customer find you.
10 frameworks, printed on pages 114–133.
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