Has anyone ever written brand voice guidelines? How did you approach it?

like
Posting as :
works at
You are currently posting as works at

I’ve done it a few times and one good way to start is call a brainstorming session with people who work on the brand. Describe your perfect audience/consumer/user and start from there. Is your brand aspirational, rugged, sophisticated? How would the consumer want to be talked to? Like a teammate or from a coach?

Write some “we are xyz” statements and some “we are not xyz” statement. Think about details, too. Do you call them ‘members or friends or...’

You get the picture. But a big brain dump is really smart for buy-in as well. You want your team to agree with your guide.

I love Audi’s guide. It may not be 100% what you’re looking for but it’s very sexy. Google Audi Brand Appearance.

like

Seconded.

Yes. I wish I knew a good approach, but I always just sort of plunge in and write it. Have some do’s and don’ts. Make reference to a character if you can. Find a succinct way to talk about how you want the brand to sound. Interested to see what other responses have to say.

like

I always find it useful to think of the brand as a human being. And their personality should determine how they speak. And then just put yourself in their shoes in different situations and imagine how that would affect the way they'd speak.

Definitely dig out some examples to give you structure. Check out Reed Words, they do "verbal identities" which are unbelievably comprehensive, but genuinely useful. https://www.reedwords.com/work/

And include examples in your TOV guidelines. As many as you can.

Do you know what the TOV is already? Or are you writing a new one from scratch?

like

Thank you so much! This is super helpful.

So, I’m actually not writing any guidelines yet. My agency doesn’t offer that as a service, and I’m proposing that we do, because a lot of the brands we work with don’t really have a TOV. So I’m trying to pilot this with my accounts but am not entirely sure how to broach it.

like

I usually do a paragraph on what we’re delivering in our comms and how we use language to reinforce that. Then I do a We Are Always: and list three words eg. DIRECT, PLAYFUL, HUMAN and then a sentence for each as a rationale eg. We say exactly what we mean; we don’t take ourselves too seriously; We empathize etc then do a We are Never: VERBOSE, HIGH-MINDED, SALESY and then do the same. You can even structure it in threes as We Are Always—Without Being—And Never if you want more nuance in there. And then it’s alwYs great if you have headlines etc as examples. The sweet spot is providing a firm understanding of the personality/voice with a rationale without building too small a box that it makes it a pain to work within. Last, as a writer it should make you excited to work on the brand.

like

Very useful thread. Thank you. This is a difficult task for me as well because of the “where do i start” aspect. And i love the thought that when it’s successful, you get excited to actually write the work.

like

I always lean on best-in-class examples. And I tell cheesy corporate stories, “When I worked on (HUGE BRAND X), we did this. We’re stealing that move.”

Related Posts

Has anyone taken the CAIA exam recently? Currently studying for lvl 1 but not too much commentary out there.

like

Hello Team,how does the RRP get paid at Optum ? They provided a huge number (20%) of fixed as variable. In general how do they pay on this ? Would they pay all 100% for top performers ?
HR said it will go up to 150% as well. How realistic is that ? Please help. Optum

like

Any other single people out there feel odd about the dating situation with covid-19 going on?

like

Happy Friday! Anyone else feeling blue today?

Post Photo
like

Www.helenesnotes call now to sign up for the fall! 516-474-6181 Online lessons! Give them or yourself something fun, positive and good to do! All ages 5 and up including Adults!

Post Photo
like

Has anyone ever prepared a Demand Gen waterfall conversion rate chart while using standard Salesforce reports? I know I can't create a full chart in SF dashboard. I want to build it in Excel. But I can't figure out which report will give me converted dates through the whole stage. Appreciate any suggestions! Thank you.

like

Hello Everyone, Anyone one from Google can offer a referral for the Google Apprenticeship Program?

like

Freelance Assoc Strat Dir role at Publicis NY on a top beauty brand. Now through April. Write me on LinkedIn if interested!

Has anyone here pivoted from corporate to the mental health industry? Or is thinking about it?

Let’s connect and join forces to discuss, brainstorm and keep each other semi-sane while we hash out this pivot!

like

Hi all
How many TR's will deloiite conduct

like

Hi all, I'm going to be transparent about my ENTIRE situation. I was released from FLDOC in 2016. I was offered a position at a local non profit. I've been there almost 6 years and am now a board member and an Executive Director. I'm being paid an hourly based salary.. Less than 40k per year. I run the entire organization alone which consists of 6 properties with over 25 tenants at capacity I also, find the houses to purchase, hire contractors, clean, collect rent, find and interview tenants!

like

Hi All,
I got an opportunity over there as a project manager.
How can I know for which project I am allotted??

like

I just got my first electricity bill for 1.5 months and it was $435?! Is that normal for NYC? Just moved here - we have the AC kick on if it drops below 71

like

I'm marrying an american. Can you apply for the GC and spouse visa from europe? So that I can work immediately if we migrate back to the US?

like

weird flex but OK

Post Photo
likefunny

For all Jan joinees, mid year hike is now visible on workday…Cheers

like

Had a call with a recruiter from ghSmart. Looks like a lot of C-suits succession planning for PE firms and corporate boards. Lots of strategy firm alum - Can anyone comment on their rep and lifestyle?

like

To those who are more familiar with stocks/highly competitive roles/the tech space, how would you negotiate compensation in the following context?: Base salary/total compensation (bonus&stock)?

-Amazon wants to hire me for hybrid-onsite and support 1-3 Execs/Directors.

-In Seattle &have 10-15yrs of experience as an Admin Specialist, Sr EA/PA, have a history of supporting high/ultra-high net worth Founders/people, have tech/startup experience, and have worked at big tech & Fortune 50+ in LA/SF

like

Additional Posts in Copywriters

Looking for senior copywriters for the sweet world of Health and Pharma. Just raise your arm and send me a message.

like

Negotiating an ACD salary (copy), about 12 years exp, previous ACD exp. located in Austin, TX. I have an idea but my company is pushing back. What are people actually making?

like

Anyone else in here really struggle with CD’s with art backgrounds who have no clue how to articulate what they want in a line?

likefunny

Where's the best place to look for freelance Copywriting jobs right now?

like

Am I completely bugging or is this a crazy ask? Someone reached out to me via LinkedIn from an agency that manages fast-fashion brands.

She asked me what I charge for 100-word product descriptions and I said I would charge about $350 for 10 descriptions. That puts me at around a half hour for each description - for a grand hourly of $70/hour.

She comes back with someone writes 100, 100-word descriptions per day for $300.

I’m like…. what? Should I propose a lower quantity or disregard?

Is there a hierarchy with an AD and Copywriter? What is the real job of an art director? Should they be deciding what final copy is? I would think it would be the copywriter.

Hello copyfish, strategist here. Looking to hear from you all what you find most helpful from your strategy team?! Data? Creative sparks? An objective? I’m trying to focus on making briefings easier

like

Do you ever have flashbacks about ADs who tortured you? Bullies who made you feel like garbage. So much so that you have to say out loud, I’m so glad I don’t have to work with him/her ever again.

like

I just can’t get this combination of words to work in my head.

Post Photo
likefunny

What should a Jr Copywriter's book look like?

I am currently working at my first job straight out of uni. And I have been here for almost a year now. As it turns out, there isn't much that I did here that can be put on my portfolio--just random SM posts, banners, emailers, etc.

For my next job, is it okay to still have only spec campaigns?

like

Writer fishies, what’s the best pharma agency experience you’ve had?

helpfullike

Does finding work for a copywriter get more difficult after age 55 or 60? Do agencies tend to prefer younger creatives?

like

How important is LinkedIn beyond just my profile?
Should I be writing posts, sharing articles, or other social media type activities?

Any copywriters here ever considered writing a novel?

funnylike

Re: Deck Copy
What do you call the TA?
Consumers? Users? People? Viewers? Humans?

like

Am I particularly uptight, or is writing meant to be done alone, without a partner talking to you? With past partners, we chat through script notes and then I go off to execute. Current partner likes to sit and chat as I write. To me, writing is crafting a conversation. So I can’t talk to you and simultaneously talk to this audience. Of course I can just say “I’m gonna go write.” But since we’re both CD level, I’m like…is this his first rodeo? Maybe other writers are different though.

likehelpful

Stop. Doing. This.

likeupliftingfunny

New to Fishbowl?

Download the Fishbowl app to
unlock all discussions on Fishbowl.
That was just a preview…
Sign Up to see all discussions
  • Discover what it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Login here

Share

Embed this post

Copy and paste embed code on your site

Preview

Download the
Fishbowl app

See what’s happening in your industry
from the palm of your hand.

A phone with Fishbowl app

Send download link to your phone

OR

Scan your QR code to download
Fishbowl app on your mobile

By continuing you agree to Terms of Use and Privacy Policy.

Messaging rates may apply

Download app

Sign up for free to view this conversation on Fishbowl

By continuing you agree to Terms of Use and Privacy Policy

Already have an account? Log in

Sign up for free to continue using Fishbowl

By continuing you agree to Terms of Use(New) and Privacy Policy(New)
Messaging rates may apply

Already have an account? Log in

For account settings, visit Fishbowl on Desktop Browser or

General

Legal