Brand Voice Glossary

When to Use

• Launching or updating tone-of-voice guidance.
• Training agencies, freelancers, or new hires on copy standards.
• Localizing content while staying on-brand.

Framework

1. Voice Attributes – list do/don't traits with examples (e.g., Bold not boastful).
2. Vocabulary Pillars – preferred nouns, verbs, phrases, banned words.
3. Grammar & Formatting – casing, punctuation, bullet styles, inclusive language rules.
4. Persona Variations – how tone flexes for exec, developer, partner, or consumer audiences.
5. Localization Notes – translation guardrails, cultural considerations, fallback phrases.

Templates

• Voice Matrix: See assets/voice_matrix.md for attributes and vocabulary.
• One-page cheat sheet for quick reference.
• Long-form guide with annotated examples.
• Localization briefing form capturing nuance requirements.

Tips

• Include audio/video examples for spoken tone if possible.
• Refresh quarterly with new product names and competitive language shifts.
• Pair with define-brand-platform and design-multi-channel-brand-experience to auto-insert tone guidance.