Start
Starting audit and score
A brand consistency score across the site, app, store page and social profiles.
- List of touchpoints
- Elements that contradict the guide
Branding
We put into writing who the brand speaks to, with what, and in which voice: positioning, name, voice guide and visual identity. Then we make it consistent across the site, the app, the store page and notifications.
The voice guide comes with example sentences, so that everyone on the team and every agent can write in the same tone.
- Position
- Who it speaks to, what it is chosen over, and why.
- Name
- How it sounds, how it is spelled, domain name, trademark status, meaning in other languages.
- Voice
- Formality, length, form of address; each with an example sentence.
- Look
- Logo, color, typeface, components; the same on the site, in the app and in store visuals.
08.1The work in three parts
A brand guide that sits on a shelf is no use. Applying it at every touchpoint is part of the delivery.
aWhat we do
- PositioningWe boil down the alternative the customer uses today, and how the brand differs from it, to one paragraph.
- Name and domainWe narrow down candidate names by pronunciation, domain, trademark search and search conflicts.
- Voice guideI pick the formality and length settings and write examples for notifications, errors and product copy.
- Visual identityLogo, color, typeface and components; in light and dark themes.
bWhat we deliver
- Brand guideOne document: position, name, voice, look.
- Logo and filesFor every size and background.
- Copy examplesNotification, error message, product description, store page.
- Rollout listWhat changed at which touchpoint; with before and after screenshots.
cHow we measure
- Brand searchesVolume of searches for the brand name, in Search Console.
- AI descriptionHow often AI answers mention the brand with the right line of business and the right words.
- Direct visitsVisits from people typing the address, and returning visitors.
- ConsistencyNumber of elements at touchpoints that do not follow the guide, found by audit.
08.2One message, nine voices
A voice guide starts with two settings: how formal, how long. Move the sliders; the message stays the same, the voice changes.
Voice settings
Three messages, two settings
Sample text · Shipping notice
Your order shipped today. Tracking number 4021; it should be with you in two business days.
Sample text · Payment error
The payment wasn’t approved by the bank. Check your card details and try again.
Sample text · Product description
Double-walled steel flask, 500 ml. Your tea stays hot for 12 hours.
FormalCasual
ShortDetailed
The chosen setting is written in the guide as a single line; the team and the agents write to that line.
The tracking number and the product are made up.Formal · Balanced · Casual × Short · Medium · Detailed
08.3Related packages
The three packages that most often go with branding.
Research
Competitor research
Competitors’ positions, names, voices and looks; the position nobody holds.
- Competitor copy examples
- Color and visual language comparison
Risk
Compliance and risk review
A review of similarity and usage rights for the name, logo and visuals.
- Typeface and image licenses
- Preliminary trademark search
Write how the brand is described today.
The site address or a two-sentence description is enough; if there is no name yet, send the list of candidates.