Brand & Voice
One message, every page.
Without a documented voice, every piece of copy your business produces is a fresh negotiation. This is the reference document — a positioning statement, a value proposition, and a voice guide other writers can actually work from.
When you need this
When you need this
- You’re about to brief several people — designers, new hires, freelancers, an agency — on how to talk about the business, with no shared reference to hand them.
- Every piece of copy the company produces reads slightly different because there’s no documented voice to check it against.
- You’ve grown past the stage where the founder writes (or approves) everything personally, and consistency is starting to erode.
- You know your positioning has drifted from what’s actually true about the business today, but haven’t had the structured process to restate it.
A voice nobody wrote down is a voice that erodes with every new person who touches the brand.
What’s included
- A positioning statement: who you’re for, what you solve, and why you specifically — tested against what a competitor could also claim
- A value proposition, stated plainly enough to open a homepage with
- A Tone-of-Voice Guide (in the paired package): traits, do/don’t language, worked examples across formats (a headline, an email, a social caption) so a new writer can check their own work against it
- Proof points inventoried from what’s genuinely true about the business today — not invented claims
- 2 revision rounds
The Rewrite
Company "mission statement", an industrial equipment manufacturer.
Before
Our mission is to empower businesses through innovative, cutting-edge solutions that drive meaningful impact and foster long-term growth. We believe in the power of collaboration, integrity, and excellence.
After
For workshops running machines older than their operators, we write the maintenance manual the manufacturer didn’t — in the language the floor actually uses, not the one legal signed off on.
- — A mission statement describes unverifiable values; a positioning statement names a specific buyer and a specific gap.
- — Replaces "cutting-edge," "empower," "foster growth" with a sentence a new hire could actually use.
- — Specific enough to be wrong for the wrong client — which is what makes it a real position.
How this one runs
- Brief a structured questionnaire plus, ideally, a short call with whoever knows the business best
- Research your market, your actual competitors, and what’s provably true about you today
- Draft positioning, value proposition and (if scoped) the voice guide, delivered together
- Revisions & handover 2 rounds, then the final reference document
15 business days (Messaging Sprint) / 20 business days (Tone-of-Voice Guide). · 2 rounds.
Packages
One-off
Messaging Sprint
The core argument for the business, written down and testable.
One-off
Tone-of-Voice Guide
A working reference other writers can check their copy against.
Both, plus a full rewrite of existing materials?
Discuss a custom scope