Tone of voice
A company's voice is set by whoever writes most. As the team grows, that becomes dozens of people with different habits: the engineer who writes in passive voice, the salesperson who adds exclamation marks, the recruiter who copies phrases from other job posts. Customers notice the shift even when they can't name it.
A voice section gives everyone the same reference. We define three or four traits with a sentence each on what they mean in practice, then show them at work.
| Part | What it looks like |
|---|---|
| Traits | Three or four words, each with a line on what it means and how far to take it |
| Word list | Words you use, words you avoid, and how you name your own products and services |
| Rewrites | Real sentences from your material, rewritten in the voice, with a note on what changed |
| Context shifts | How the same voice changes in a support reply, a job post, a proposal and a social post |
| Mechanics | Capitals in headings, numbers, dates, the serial comma, and other small calls people argue about |
The rewrites do most of the teaching. People copy examples far more readily than they follow adjectives.
Templates
Rules tell people what correct looks like, and templates let them start there. We build templates in the tools your team already uses: Google Slides or PowerPoint for decks, Google Docs or Word for proposals and reports, Canva or Figma for social graphics, plus email signatures and letterhead.
Each template comes with locked or clearly marked areas, so people change the words and photos while the layout, logo position and type styles stay put. A short note on the first slide or page explains what to edit and what to leave alone.
Which templates to build first
Start with whatever your team makes most often and gets wrong most often. For most growing companies that is the sales deck, the proposal or quote document, and a set of social post layouts. Recruiting graphics and event materials usually come next. We ask about this in the brief and suggest an order in the quote.
Handing it over
A walkthrough call for the people who will use the templates most saves a lot of later questions. We show where the files live, how to start a new deck from the master, and how to add a slide layout without breaking the set. The call can be recorded for future hires.
Common questions
Do you write our marketing copy too?
No. We write the voice rules and the example rewrites. Your team, or your copywriter, writes the day-to-day content using them.
Can templates work in both Google Workspace and Microsoft 365?
Yes. We build a version for each and note where they differ, usually in font fallbacks and a few layout details.