5.6 - Brand Messaging & Copywriting Playbook (Difficulty: Beginner | Path: Launch)

How to Define Your Voice, Tone & Taboo List (Beginner)

What is it?

This is the foundation of your brand's personality. Think of it this way: Voice is your fixed personality (e.g., 'Playful', 'Professional', 'Edgy'). Tone is the emotional mood you use in different situations (e.g., an 'excited' tone for a new product, but an 'empathetic' tone for a support ticket). Your Taboo List is a specific list of words you *never* use.

Why is it important?

Consistency builds trust. A customer should feel like they're talking to the same 'person' whether they're on your Instagram, reading your website, or getting a shipping update. This playbook ensures that consistency, even as you grow or hire help.

How to Do It:

1. Find Your Voice: Pick 3-5 adjectives to describe your brand's personality. A great way to start is the 'This, Not That' method (e.g., 'We are Witty, not Silly.' 'We are Confident, not Arrogant.').
2. Define Your Tones: Write one-sentence descriptions for your tone in key scenarios: Sales, Support, and Social Media.
3. Create Your Taboo List: List words to avoid. This is often the easiest way to stay on-brand.

Real-Life Example:

• Brand: A high-end, minimalist leather goods store.
• Voice: 'Elegant, Confident, Timeless'.
• Tone (Support): 'Empathetic and precise'.
• Taboo List: 'Cheap', 'stuff', 'awesome', 'lol', 'guys'.

✅ Do's and ❌ Don'ts

• Do: Write it down. A 'voice' that only exists in your head is not a playbook.
• Don't: Be everything to everyone. You can't be 'luxurious' and 'budget-friendly' at the same time. Pick a lane.
• Do: Use AI to brainstorm adjectives, but make the final choice feel authentic to *you*.