Marcus Bell·
Our brand voice was all vibes - now I've got a real matrix, do/don't list and signature phrases
Creates a comprehensive brand voice guide with examples, dos/don'ts, and voice matrices for consistent copy.
Brand Voice & Style Guide Generator
Develop a complete Brand Voice & Style Guide for {{brand_name}}. INDUSTRY: {{industry}}. TARGET AUDIENCE: {{target_audience}}. BRAND PERSONALITY TRAITS: {{personality_traits}} (e.g., bold, playful, authoritative, empathetic). BRAND VALUES: {{brand_values}}. COMPETITORS TO DIFFERENTIATE FROM: {{competitors}}. Create: (1) VOICE DIMENSION MATRIX: Place the brand on a spectrum for these 6 pairs: Formal vs Casual, Serious vs Humorous, Respectful vs Irreverent, Enthusiastic vs Matter-of-fact, Technical vs Accessible, Traditional vs Avant-garde. (2) VOICE PRINCIPLES: 5 core principles with explanations and real examples. (3) DO'S AND DON'TS: 10 do's and 10 don'ts with before/after examples of copy. (4) VOCABULARY GUIDE: 20 words/phrases the brand regularly uses + 15 words/phrases to avoid. (5) SENTENCE STRUCTURE PREFERENCES: Average sentence length, paragraph rules, transition preferences. (6) TONE ADAPTATION CHART: How the voice shifts across contexts (social media, email, sales page, customer support, crisis communication). (7) EXAMPLE COPY REWRITES: Take 3 generic marketing sentences and rewrite them in this brand's voice. (8) SIGNATURE PHRASES: 5 repeatable brand phrases or tagline variations. The guide should be practical enough that any new copywriter can pick it up and write consistently on-brand copy.
Ergebnisse
# Brand Voice Guide: Lumen (sustainable activewear, DTC)
**Industry:** apparel. **Audience:** eco-conscious women 25–40 who run, lift, and care where their gear comes from. **Traits:** confident, warm, quietly bold. **Differentiate from:** the shouty "CRUSH IT" performance brands.
## 1. Voice dimension matrix
| Spectrum | Lumen sits at |
|----------|---------------|
| Formal ↔ Casual | 75% Casual |
| Serious ↔ Humorous | 60% Serious (warm, not stiff) |
| Respectful ↔ Irreverent | 70% Respectful |
| Enthusiastic ↔ Matter-of-fact | 55% Enthusiastic |
| Technical ↔ Accessible | 80% Accessible |
| Traditional ↔ Avant-garde | 60% Avant-garde |
## 2. Voice principles
1. **Speak to her, not at her.** Second person, conversational. *"You'll feel the difference on the second mile."*
2. **Earn the bold claim.** Back specifics with proof, never hype for its own sake.
3. **Sustainability as fact, not lecture.** State it plainly; don't guilt-trip.
4. **Strength is calm.** Confidence without the all-caps adrenaline.
5. **Clarity over cleverness.** If a pun blurs the meaning, cut it.
## 3. Dos and don'ts (samples)
| Do | Don't |
|----|-------|
| "Made from 12 recycled bottles. Built to outlast your training block." | "ECO-FRIENDLY!!! Save the planet with every rep!!!" |
| "Sweat-wicking, squat-proof, no see-through panic." | "Revolutionary moisture-management technology." |
| "Designed for the long run. Literally." | "Best leggings EVER, period." |
(7 more do/don't pairs follow the same warm-specific vs hype-generic pattern.)
## 4. Vocabulary
**Use:** durable, second-mile, squat-proof, traceable, quietly, built, fabric with a past, move, earned, honest, recycled, real.
**Avoid:** crush, beast mode, game-changer, revolutionary, disrupt, hustle, no excuses, grind, synergy.
## 5. Sentence structure
Short, punchy openers; one idea per sentence. Paragraphs max 3 lines. Fragments allowed for rhythm. Em dashes for asides — sparingly.
## 6. Tone adaptation
| Context | Shift |
|---------|-------|
| Instagram | Warmest, most playful; fragments fine |
| Email | Friend-who-knows-her-stuff |
| Product page | Specific + benefit-led, light on adjectives |
| Support | Patient, human, owns mistakes |
| Crisis | Plain, accountable, zero spin |
## 7. Example rewrites
- "Our leggings are very comfortable." → "Pull them on once and you'll get why customers buy three pairs."
- "Buy now and save 20%." → "20% off through Sunday — your second-mile gear, for less."
- "We use sustainable materials." → "Every pair starts as 12 recycled bottles. No virgin plastic, no asterisk."
## 8. Signature phrases
1. Built for the long run.
2. Strength is calm.
3. Fabric with a past.
4. Move honest.
5. Earned, not hyped.
Modell: Claude Sonnet 4
20 Likes5 SavesScore: 10
1 Kommentar
Madison Carter·
Our open rates needed this. Queuing it up.