Tone of voice, the rules for how your brand sounds, written so the team stays in voice.
Tone of voice is the half of your brand everyone uses every day. Buried in a 40-page brand book, it goes unused. We write a tone-of-voice guide the team can carry: voice attributes, banned phrases, and real examples pulled from your own copy.
What we build
Voice characteristics, named and explained
Three to five voice attributes, named (say, 'direct, plain, specific') and defined by what they sound like and where they slip. The voice gets a fingerprint the team can recognise on sight.
Tone that modulates by context
The voice holds; the tone moves. An error message reads differently from a launch announcement. The guide names which dials shift (formality, warmth, urgency) and which stay fixed (specificity, plainness).
Banned phrases, each with a replacement
The 'seamless, powerful, robust, trusted by, passionate about' list the brand avoids, paired with what to write instead. New writers ramp fast, without months of brand osmosis first.
Examples drawn from your real copy
Voice examples taken from your actual pages: here's a line that's in voice, here's one that drifted, here's the fix. Concrete enough to copy, not a page of abstract principles.
Voice that holds across every surface
Marketing copy, product UI, email, support replies, social. Each surface gets its own voice notes, so the same brand adapts to the medium while staying recognisable.
One voice in Dutch and English at once
A bilingual brand voice has to translate the tone, not only the words. Dutch clichés (naadloos, krachtig) get the same banned-list treatment as the English ones.
Where this fits
Your team writes in different voices because the brand voice was never written down.
Your AI-assisted copy keeps drifting into generic SaaS-speak and you have nothing to hold it against.
You're scaling the content team and onboarding a writer takes weeks because the voice lives in the founders' heads.
Tech stack
- Voice Frameworks
- Tone Modulation
- Banned Phrase Lists
Want this for your team?
30 minutes to scope what you need. No pitch deck, no obligation. We tell you straight whether Stacklane fits.
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