# Brand Voice Doc Template

Fill one of these out per client. Save it in your client folder. Paste it into the Brand Voice Checker whenever you're checking copy for that client.

**Tip:** the more concrete you make each section, the sharper the tool's flags will be. "Never use 'amazing'" beats "avoid hype language" every time.

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## 1. Three tone words

Pick three that describe the voice. They should pull against each other a little — that's what makes a voice distinctive.

- Tone 1: ____
- Tone 2: ____
- Tone 3: ____

Example combos that work: *warm-precise*, *calm-grounded-honest*, *playful-but-rigorous*, *authoritative-warm*.

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## 2. Banned words and phrases

Specific words/phrases the voice never uses. List the reason next to each.

- `amazing` — overused, hollow
- `literally` — filler intensifier
- `game-changer` — startup cliché
- ____
- ____

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## 3. Required cadence rules

Sentence-level rhythm rules.

- Sentence length: short / medium / mixed?
- First-person stance: "we" / "I" / brand name?
- Question-to-statement ratio?
- ____

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## 4. Voice-on examples

Three short paragraphs (1–3 sentences each) that sound exactly right.

> ____

> ____

> ____

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## 5. Voice-off examples

Three short paragraphs that read off-brand, and one line saying why each is wrong.

> ____ — (wrong because: ____)

> ____ — (wrong because: ____)

> ____ — (wrong because: ____)

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## 6. Punctuation rules

Anything specific about punctuation usage.

- Exclamation marks: never / at most once per post / freely?
- Em-dashes: ____
- Ellipses: ____
- Emojis: never / sparingly / freely?

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## 7. CTA voice rules

How the brand asks for action.

- Preferred CTA phrases: ____
- Banned CTA phrases: ____
- Tone of the ask (eager / measured / direct): ____

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## 8. Industry-specific terminology

Words and phrases the brand uses precisely and consistently.

- Use ____, not ____ (e.g., "patients" not "clients")
- Use ____, not ____
- ____

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## 9. Client-specific exceptions

When the brand breaks its own rules and why.

- Exception: ____
- When: ____

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## 10. Examples gallery

Drop in 5–10 captions, emails, or posts that nailed the voice. The voice checker reads this section as concrete reference.

> ____

> ____

> ____

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*This template ships with the Agency Vibe-Coding Kit's Brand Voice Checker.*