# Brand voice guide

From the PhemosReach guide: https://phemosreach.com/guides/brand-voice-guide-template

Brand:
Owner:
Review date:

## 1. Who we write for

One or two readers, described as people: what they are trying to do, what they already know, what they are tired of hearing.

**Reader 1:**

**Reader 2 (optional):**

## 2. How we sound: three traits

For each trait: what it means for the writing, one example that has it, one that does not, and what the trait is not.

### Trait 1:

- What it means:
- We do:
- We do not:
- It is not:

### Trait 2:

- What it means:
- We do:
- We do not:
- It is not:

### Trait 3:

- What it means:
- We do:
- We do not:
- It is not:

## 3. Words we use, words we never use

**We keep** (the way we name our things, plain words we prefer):

-
-

**We never use** (stock openers, hype words, claims we may not make, punctuation habits):

-
-
-

## 4. Sentence and paragraph rules

Rules a reviewer can apply, not preferences.

- Maximum sentence length:
- How a post opens:
- How paragraphs are broken:
- Contractions:
- Numbers and dates:
- Spelling:
- Other:

## 5. Claims and evidence

- What every claim needs:
- Results we may describe (measured only):
- Features we may name (shipped only):
- Competitors we may name (if any):
- Other:

## 6. Channel notes

Per channel: length, first line, hashtags, call to action, anything else that differs. Rules, not moods.

### Channel:

- Length:
- First line:
- Hashtags:
- Call to action:
- Other:

### Channel:

- Length:
- First line:
- Hashtags:
- Call to action:
- Other:

## 7. Examples: before and after

Three or four pairs from real drafts you have fixed.

**Before:**
**After:**
**Why:**

**Before:**
**After:**
**Why:**

**Before:**
**After:**
**Why:**

## 8. Owner and review date

- Owner (one name):
- Next review date:
- Last changed, and why: