# Voice Consistency: the Creator's Compounding Asset

Audiences don't follow topics — they follow a recognisable POINT OF VIEW delivered in a recognisable voice. A brand kit's job is making that voice reproducible on a tired Tuesday, across platforms, and eventually by collaborators. Vibes don't reproduce; rules do.

## Codify mechanics, not adjectives

"Authentic and bold" reproduces nothing. Extract followable rules from your BEST-performing content (not your favourite — your best-performing):
- **Sentence music** — typical length, the short-sentence punch frequency, paragraph rhythm
- **Signature moves** — how you open (question? cold claim? scene?), how you close (callback? challenge?), recurring phrases that are yours
- **The stance** — what you always take a side on; the enemy ideas you reliably fight (a voice without a consistent enemy is a newsletter without a point)
- **Register bounds** — how casual is too casual, which profanity/emoji/jargon is in-voice vs off
- **The banned list** — corporate filler, engagement-bait constructions, phrases you hate: what's ABSENT defines a voice as much as what's present

## The POV ledger

The core asset: 5-10 positions you hold that a competitor wouldn't state as strongly. Each with: the claim · the evidence/experience behind it · the counterargument you acknowledge. Content ideation becomes "which position, which format" — and consistency of positions is what converts viewers into followers (they're subscribing to how you'll react to the NEXT thing).

## Consistency vs staleness

The voice stays; the formats and takes evolve. Rule of thumb: experiment with formats freely (voice intact), evolve positions openly ("I used to say X; here's what changed my mind" — position evolution done aloud builds MORE trust), never drift register silently (the audience notices before you do).

## The delegation test

The kit is done when a competent writer/editor can produce a draft you'd sign — and when YOU on a bad day can check a draft against the kit instead of your mood. If review conversations are still "it doesn't feel like me", the kit is missing a mechanic; find what you edited and write the rule.
