A brand voice that lives in one person's head leaves with them. A brand book that runs to fifty pages is never read. What works is one page that a new writer can absorb in five minutes.
What goes on the page
Three words the voice is, three words it is not, and ten sentences in the voice with the same idea written the wrong way beside each one. We are: direct, warm, specific. We are not: corporate, cute, vague. Then show it.
Keep it alive
- Add a new pair of sentences whenever someone gets it right or wrong.
- Paste the page at the top of every writing brief.
- Use it to review, not just to write: does this post sound like us?
