Description
A structured template for writing a tone of voice guide that covers principles, vocabulary, and format-specific guidance. It is designed to be useful for the people who have to apply it, not just credible to the people who commissioned it.
What’s included
- CSV template file (opens in Google Sheets or Excel)
- Three to four core tone principles with explanation framework
- Vocabulary section (words to use, words to avoid, jargon to cut)
- Format-specific guidance examples and a before and after rewriting section
Who it’s for
Useful if you have been asked to write or refresh a tone of voice guide for a client. Not useful if the organisation does not have a clear sense of who they are and what they stand for. Tone of voice is an expression of character. If the character is unclear, the guide will be generic, however well-structured it is.
If it works
If the guide is built on real examples of the organisation communicating well (not just principles invented in a workshop), and if the before and after section is honest about what bad looks like, the people who have to apply it will find it useful rather than aspirational.
Most tone of voice guides are agreed and then ignored. The main reason is that they are written for approval rather than for application. The before and after section is the most useful part of any guide because it shows rather than tells.
Before you download
- This is a CSV file. Open it in Google Sheets or Excel. It will not work as a document or a PDF.
- After downloading, you will find the file in your account under My Downloads.
- You are getting a licence to use and adapt this for your own work. You cannot sell, redistribute, or share it with others.
