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Tone of Voice & Messaging Brief Form

A tone of voice and messaging brief template — define how the brand should sound, who it’s talking to, and the words it should never use.

Description

When a brand sounds different in every email, post and page, it reads as several brands. This tone of voice and messaging brief defines how yours should sound and who it’s talking to, so the voice stays consistent everywhere it appears.

You describe the brand’s personality today and how it should sound, who you’re talking to, and brands whose voice you admire. It captures how formal it should be, where the voice will be used, existing copy to review and upload, and a few words you’d never want the brand to use.

Use it when communications feel inconsistent, or when a new brand needs its voice defined from scratch. Send it to the brand owner and brief the work on real examples. Customize the questions, add your branding, and embed it or share a link in minutes.

Form fields

Everything the Tone of Voice & Messaging Brief Form above collects — 12 fields across 2 pages, so you can see exactly what it captures before you make it your own.

Find Your Brand Voice

  • Brand name

    Short Answer Icon
    Short Answer

  • How would you describe your brand's personality today?

    Long Answer Icon
    Long Answer

  • How should you sound?

    Multi-Select Icon
    Multi-Select

  • Who are you talking to?

    Long Answer Icon
    Long Answer

  • Any brands whose voice you admire?

    Long Answer Icon
    Long Answer

  • How formal should it be?

    Dropdown Icon
    Dropdown

Where It Shows Up

  • Where will this voice be used?

    Multi-Select Icon
    Multi-Select

  • Do you have existing copy we should review?

    Yes/No Icon
    Yes/No

  • Upload examples of current copy

    Upload Icon
    Upload

  • Requested by

    Short Answer Icon
    Short Answer

  • A few words you'd never want the brand to use?

    Long Answer Icon
    Long Answer

  • Email address

    Email Icon
    Email
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Template FAQs

Common questions about the Tone of Voice & Messaging Brief Form — what it captures, when to use it, and how to make it your own.

What is a tone of voice and messaging brief?

A tone of voice and messaging brief defines how a brand should sound, its personality in words, and who it is talking to. It gives a copywriter or strategist the direction to build a consistent voice rather than guessing at the brand character.

What should a tone of voice brief include?

This brief captures the brand name, how you would describe your personality today, how you should sound, who you are talking to, brands whose voice you admire, how formal it should be, where the voice will be used, existing copy to review, and words you would never want to use.

When should you brief tone of voice work?

When your communications sound inconsistent across channels or people, or when a new brand needs its voice defined. The form asks where the voice will be used, so the guidance covers everywhere from your website to customer emails, not just marketing copy.

Who should complete a tone of voice brief?

The brand or marketing owner, ideally with input from whoever writes day to day. The form records who requested it and asks for existing copy to review, so the voice work builds on how the brand already sounds at its best.

Why does the brief ask for words the brand should never use?

Because defining what a brand will not say sharpens its voice as much as what it will. Capturing off-limits words and phrases early gives writers clear guardrails, so the tone stays consistent and avoids language that feels wrong for the brand.

Is this tone of voice brief template free, and can I customize it?

Yes, completely free. Add or remove questions, reorder them and restyle the form to match your brand, then embed it on your site or share it as a link. No coding needed, just a free Fun Forms account to collect responses.

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