Voice vs Tone
Voice is who you are. It doesn't change. A brand that's direct and honest is always direct and honest.
Tone shifts by context. The same direct brand sounds different in a celebration (enthusiastic, warm) vs an error message (clear, reassuring) vs a legal disclaimer (precise, transparent).
Defining Voice
The Attribute Framework
Pick 3-4 attributes. For each, define what it is, what it isn't, and give examples.
## Voice Attribute: [Name]
What it is: [Clear definition] What it isn't: [The extreme to avoid] Sounds like: "[Example sentence]" Doesn't sound like: "[Anti-example sentence]"
Example:
Voice Attribute: Confident
What it is: We know our stuff and we say it simply. What it isn't: Arrogant, dismissive, or condescending. Sounds like: "Your data is safe. Here's exactly how we protect it." Doesn't sound like: "We are the industry-leading solution for data protection."
## Tone Calibration by Context
| Context | More... | Less... | Example |
|---------|---------|---------|---------|
| Onboarding | Warm, encouraging | Technical, formal | "Nice, you're set up. Let's build something." |
| Error states | Clear, helpful | Apologetic, vague | "That file is too large. Max size is 10MB." |
| Marketing | Bold, specific | Hype-y, generic | "Cut review time by 40%." |
| Documentation | Clear, scannable | Dense, academic | "To add a user, click Settings then Team." |
| Pricing | Transparent, direct | Cagey, qualified | "Free up to 5 users. $12/user/month after." |
| Changelog | Specific, honest | Vague, corporate | "Fixed: images now load on slow connections." |
## Word Lists
### Build Three Lists
**Preferred words** — Words that represent our voice
**Acceptable alternatives** — Words that work but aren't ideal
**Banned words** — Words we never use
Example:
| Preferred | Acceptable | Banned |
|---|---|---|
| Use | Employ | Utilize, leverage |
| Help | Assist | Empower, enable |
| Simple | Easy | Seamless, frictionless |
| Fast | Quick | Blazing, lightning |
| New | Updated | Revolutionary, groundbreaking |
| Fix | Resolve | Remediate |
## Testing Voice
Read copy aloud. If it sounds like a press release, rewrite it. If it sounds like a person explaining something to a friend, it's probably close.
The ultimate test: if you covered the logo, could someone identify the brand from the writing alone? If not, the voice isn't distinctive enough.