# Voice & Tone

Verbal identity guidelines.

## Brand Voice

### Definition
Voice is the consistent personality in all communications.
It doesn't change based on situation.

### Voice Attributes

Choose 3-4 attributes that define your voice:

| Attribute | Description | Example |
|-----------|-------------|---------|
| Confident | Self-assured, not arrogant | "We know marketing" |
| Friendly | Warm, approachable | "We're here to help" |
| Witty | Clever, not silly | "Boring marketing is an oxymoron" |
| Direct | Clear, not blunt | "Here's what you need" |
| Expert | Knowledgeable, not condescending | "Based on our research..." |

### Voice Spectrum

For each attribute, define the spectrum:

**Confident**
We are: Self-assured, knowledgeable
We are not: Arrogant, dismissive

**Friendly**
We are: Warm, helpful
We are not: Unprofessional, overly casual

## Tone Variations

### Definition
Tone adapts based on context while voice stays consistent.

### Tone by Situation

| Situation | Tone Adjustment |
|-----------|----------------|
| Error message | More helpful, less playful |
| Success | Celebratory, encouraging |
| Sales | Confident, persuasive |
| Support | Patient, empathetic |
| Social | More casual, engaging |

### Tone by Channel

| Channel | Tone |
|---------|------|
| Website | Professional, clear |
| Blog | Conversational, helpful |
| Social | Casual, engaging |
| Email | Personal, direct |
| Sales | Confident, consultative |

## Writing Guidelines

### Do's
- Use active voice
- Keep sentences short
- Lead with benefits
- Use "you" language
- Be specific

### Don'ts
- Avoid jargon without explanation
- Don't use passive voice excessively
- Avoid hedging language ("kind of", "sort of")
- Don't be overly formal

## Example Copy

### Headlines
✓ "Marketing that actually works"
✗ "Our marketing solutions deliver results"

### CTAs
✓ "Start your free trial"
✗ "Submit to begin trial period"

### Error Messages
✓ "Something went wrong. Let's fix it together."
✗ "Error 500: Internal server failure"

### Success Messages
✓ "You're all set! Check your inbox."
✗ "Your submission has been received"
