Brand voice template.
From traits to sentences.
Turn clear, practical or reassuring into writing rules someone can use. Start with a blank worksheet, compare a filled example and review the words before your next campaign.
By Brandfolia · Original working resources · October 25, 2026
Keep the voice. Adjust the tone.
Use voice for the consistent way the brand speaks: its traits, vocabulary and habits. Use tone for how those habits adapt to the situation. A product introduction can be welcoming; a reply about a problem should be clear and considerate. Both can follow the same rules.
Free editable TXT file. No account is needed. Open it in a text editor or copy it into your own document. This worksheet does not import into Brandfolia or save changes automatically.
These are writing worksheets, not an automatic voice analyzer or a document import. Replace every fictional business detail with your own verified process.
A filled brand voice guide example
NORTHLINE is an invented garment-repair scenario. The audience wants to know what information is needed for an assessment. The example demonstrates writing decisions; it does not describe a customer campaign or a real service promise.
| Trait | Writing rule | Use | Avoid |
|---|---|---|---|
| Clear | Give one action and name the information needed. | Send a photo of the damaged seam so we can assess the repair. | We deliver revolutionary care for every adventure. |
| Reassuring | Explain the next step without promising an unverified result. | We will review the photos before confirming the repair scope. | We can restore any jacket to perfect condition. |
| Practical | Use specific nouns and short instructions. | Include the care label and a close-up of the tear. | Unlock the full potential of your garment. |
Before and after
Before: “Give your jacket a guaranteed second life with our planet-saving repair service.”
After: “Have a damaged jacket? Send photos of the tear and care label. We will review the details before confirming what can be repaired.”
The revised example removes an unsupported guarantee and environmental claim, names the required input and explains the next step. Confirm that your business can perform the described process before adapting the copy.
Fill in the template in five decisions
- Audience and task: name who is reading and what they need to do.
- Supported promise: record the facts the business can substantiate and the claims still unverified.
- Three usable traits: give each a writing rule, a sentence to use and an example to avoid.
- Situational tone: test an introduction, an instruction and a reply about a problem.
- Review: name the owner, actual review date, version and open changes.
Test the rules on real copy. If two writers interpret a trait differently, add a concrete example or narrow the rule. The goal is consistent decisions, not a list of positive adjectives.
Bring the rules into your brand workspace
Keep the detailed worksheet as the reference. Copy a concise summary into your brand's Edit brand system → Audience, voice and visual identity → Voice field in the brand and social workspace. Inspect generated drafts against the full examples and verify every product claim. Uploading this TXT worksheet is not supported.
For a new identity, start with the brand identity questionnaire. Keep visual rules in the brand guidelines template, then use the content approval checklist before manual publication.