Brand Strategy
Tone of voice guide
Name what you sound like and what you refuse to sound like. Naise builds a we are / we are not guide, a banned list, and rewrites your own copy to prove the rules bite.
Watch the sessionThe brief Naise works from
From the brand voice document in this project (or, if none is attached, treat the voice as: how you want to sound) build a tone of voice guide. Our brand is three words you are, but never two words you are not. Deliver: a 'we are / we are not' table, a banned-language list with the reason each term is banned, a checkable rule for sentence length and person, and 3 before-and-after rewrites using this real sentence of ours: 'paste a sentence of yours'. Every rule must be one a writer could be marked against, so replace any adjective that cannot be checked with something that can.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Lumira tone of voice, v1
Five checkable rules, a banned list with reasons, and three rewrites of a real sentence.
Inputs it asks for
three words you are
For example: warm, direct, plain-spoken
two words you are not
For example: clinical or preachy
paste a sentence of yours
For example: Our advanced formulation delivers clinically proven results for all skin types.
how you want to sound
For example: like a friend who read the label, not a dermatologist
Worth knowing
Adjectives are not checkable. Naise turns yours into rules a writer can be held to, then shows them working on your own copy.