Voice & Tone

Developing a voice and tone guide is an important and helpful way to feel confident that you are accurately and consistently representing your brand. It also helps when others need to take over or you grow your team.

Here are a few of my favorite resources and examples to help you.


MailChimp’s voice and tone guide is one of my favorites and is what I modeled ours after. They’ve even set up a separate interactive experience with examples and tips.

Once you’ve finished up the voice and tone section, make sure to read through the rest of their guide. The whole guide is pretty useful when you’re looking for inspiration for other types of style documentation as well!

The Best Way to Document Brand Voice Guidelines

If you don’t already, I highly recommend subscribing to CoShedule’s blog. They send out great templates, guides, and sample strategies all of the time. They’re a great way to get started building out your own template/guide/strategy.

This particular post sets up an easy walk through and even provides an editable slide deck you can use to set up your own voice and tone style guide.

They also have a series of free resources like a headline analyzer, a social media message optimizer (specifically focuses on optimizing social media posts to increase conversions), and an email subject line tester.

Higher Ed Voice and Tone Examples

Generic templates and examples from other industries are always a great way to research and gain a wholistic understanding of something; however it is always good to look through some relevant industry examples too. Here’s just a few of the ones I’ve collected through my research: