How do you make all your marketing sound like the same business?
Works finds the voice your five to 10 best marketing pieces share. You get a brand voice guide with three to five attributes. Each attribute says what to do and what not to do. The guide lists at least 10 words to use and 10 to avoid. It also has a sample paragraph that a freelancer can match.
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You share the guide with everyone who writes content for the business.
You start from writing you already have. You choose five to 10 pieces that sound most like you. The Voice Analyst finds the phrases and sentence length habits those pieces share. It lists the traits that make your voice different. It also compares your voice with competitor content. You decide how many attributes to keep, from three to five. Each attribute lists what to aim for and what to avoid.
A brand voice guide with three to five do and not-do attributes, a vocabulary guide, style rules, and a sample paragraph. The vocabulary guide has at least 10 words to use and 10 to avoid, and a freelancer can match the sample on the first try.
The work starts from your positioning statement. You get the brand voice guide in four stages.
A few questions in plain words. The answers set up the run for your business.
The Voice Analyst finds the voice in your current content. The Voice Guide Writer writes the attributes, word lists, style rules and sample paragraph.
Defines your brand voice, leads brand refreshes, and runs programs that check your brand against what customers say.
Reviews current content to find the voice patterns it already has
Turns the patterns into attributes, a vocabulary guide, and a reference sample
Jeanie leads a core crew of seven that runs your company day to day. They direct the specialist and workflow agents in each playbook, including the ones on this workflow.
The apps and accounts this workflow reads from and writes to. Connect them once and Works keeps them in sync.
These are starting points, not a limit. Connect the tools you already use.
8 Marketing workflows use this guide.
In Marketing, Set Brand Voice is part of the Brand and Messaging work.
Each template opens inside Works after you sign up.
You need your five to 10 best current marketing pieces. You also need examples of competitor content, to compare your voice with theirs. Have your core messages ready, and your views on how the business should sound. The positioning statement from Define Positioning is the starting point.
A voice attribute is one trait of how your business writes. The do says what to aim for. The not-do says what to avoid. An example is confident, not boastful. Each attribute also has one example sentence written with that trait. You decide if each attribute starts with the do or with the not-do.
The vocabulary guide lists at least 10 words to use and at least 10 words to avoid. You choose the words to ban, for example words from a competitor's tagline. You also give the agreed names for your products and services. Everyone then writes those names the same way.
The sample paragraph is written in your brand voice. You choose its subject, so writers can use it for their real work. You decide if it shows your boldest voice or a calmer version that is easier to match. A freelancer can match the sample on the first try.