1# Brand Voice Framework
2 
3## Voice vs. Tone
4 
5**Voice** = Brand's personality (consistent)
6**Tone** = How voice adapts to context (variable)
7 
8Example: A friendly brand (voice) might be celebratory in a win announcement but empathetic in a support response (tone).
9 
10## Voice Dimensions
11 
12### Tone Spectrum
13```
14Formal ←――――――――――――――→ Casual
15[Legal docs]     [Social media]
16```
17 
18### Language Spectrum
19```
20Simple ←――――――――――――――→ Complex
21[Consumer]       [Technical B2B]
22```
23 
24### Character Spectrum
25```
26Serious ←――――――――――――――→ Playful
27[Finance]        [Entertainment]
28```
29 
30### Emotion Spectrum
31```
32Reserved ←――――――――――――――→ Expressive
33[Corporate]      [Lifestyle brand]
34```
35 
36## Voice Development Process
37 
38### Step 1: Define Personality Traits
39Choose 3-5 traits that describe your brand:
40- Confident, not arrogant
41- Friendly, not unprofessional
42- Knowledgeable, not condescending
43- Innovative, not gimmicky
44- Authentic, not casual
45 
46### Step 2: Create Voice Chart
47 
48| Trait | Description | Do | Don't |
49|-------|-------------|-----|-------|
50| [Trait] | [Meaning] | [Example] | [Example] |
51 
52### Step 3: Context Adaptation
53 
54| Context | Tone Shift | Example |
55|---------|------------|---------|
56| Social media | More casual | "Hey there!" |
57| Support | More empathetic | "We understand..." |
58| Legal | More formal | "In accordance with..." |
59| Sales | More confident | "You'll see results..." |
60 
61## Voice Testing
62 
63Ask these questions:
641. Does this sound like our brand?
652. Would a competitor say this?
663. Does it resonate with our audience?
674. Is it consistent with our values?
68 
69## Voice Guide Template
70 
71```markdown
72## [Brand] Voice Guide
73 
74### We Are
75- [Trait 1]: [Description]
76- [Trait 2]: [Description]
77- [Trait 3]: [Description]
78 
79### We Sound Like
80[Example phrases]
81 
82### We Don't Sound Like
83[Anti-examples]
84 
85### Sample Rewrites
86Before: [Generic copy]
87After: [Branded copy]
88```
89