8 Prompts for Creating a Brand Voice Style Guide

** Why a Brand Voice Style Guide Matters for Freelancers**

Ever sent a client proposal that sounded professional, only to follow up with a casual email that felt like you were texting a friend? Or maybe you’ve written a blog post in your usual tone, but the client expected something more formal—or more playful. If this sounds familiar, you’re not alone.

Freelancers and solopreneurs often struggle with one big question: How do I make sure my brand sounds the same everywhere? Without a clear voice, your messaging can feel scattered. One day, you’re witty and conversational. The next, you’re dry and corporate. Clients get confused, and your brand loses its identity.

The Problem: What You Say vs. What You Don’t Say

A brand voice isn’t just about the words you choose—it’s about the words you avoid. It’s the difference between:

• “We help small businesses grow” (clear, confident)
• “We kinda help small businesses, like, if you need it?” (uncertain, unprofessional)

Without guidelines, your tone can shift based on your mood, the platform, or even the time of day. That inconsistency makes it harder for clients to trust you. If your website sounds like a Fortune 500 company but your social media feels like a meme account, something’s off.

Why Freelancers Need a Style Guide

A brand voice style guide solves these problems by defining: ✅ What your brand sounds like (e.g., friendly but professional, bold but not aggressive) ✅ What to avoid (e.g., jargon, passive voice, overly salesy language) ✅ How to adapt your tone for different platforms (LinkedIn vs. Instagram vs. emails)

Think of it like a cheat sheet for your brand’s personality. It keeps your messaging sharp, your clients aligned, and your brand memorable.

How This Guide Helps

In this post, we’ll walk you through 8 key prompts to create your own brand voice style guide. These aren’t just random questions—they’re a framework to help you define:

• Your brand’s core personality
• The emotions you want to evoke
• The words and phrases that fit (and those that don’t)

By the end, you’ll have a clear, actionable guide that makes writing emails, social posts, and client proposals so much easier. No more second-guessing. No more tone whiplash. Just a consistent, confident voice that attracts the right clients.

Ready to get started? Let’s dive in.

Understanding Brand Voice vs. Brand Tone: The Foundation

Imagine you’re at a party. One person tells jokes in a loud, booming voice—everyone laughs, but you can’t take them seriously. Another speaks softly, with careful words, and suddenly you’re leaning in, hanging on every detail. That’s the difference between brand voice and brand tone. One is who you are; the other is how you say it in the moment.

For freelancers, this distinction is everything. Your brand voice is your personality—consistent, unchanging, like your favorite coffee shop that always feels familiar. But your tone? That shifts depending on who you’re talking to. Are you emailing a corporate client? Your tone might be polished and direct. Posting on Instagram? Playful and casual. Mess this up, and your brand feels confusing—or worse, fake.

What Is Brand Voice? (The “Who You Are” Part)

Brand voice is your brand’s core personality. It’s the words you choose, the way you structure sentences, even the punctuation you use (or don’t use). Think of it like a person’s character:

• Professional but warm (like a mentor who’s both wise and approachable)
• Bold and rebellious (like a brand that isn’t afraid to call out industry BS)
• Friendly and conversational (like a neighbor who always has great advice)

For example, Mailchimp’s brand voice is helpful and human—they avoid jargon, use contractions (“you’ll” instead of “you will”), and write like they’re explaining things to a friend. Meanwhile, Apple’s voice is minimalist and visionary—short sentences, powerful words, and a focus on innovation.

Why does this matter for freelancers? Because your voice is what makes you memorable. If every freelancer in your niche sounds the same—generic, corporate, safe—clients won’t remember you. But if your voice stands out? They’ll come back, even if your rates are higher.

What Is Brand Tone? (The “How You Say It” Part)

Tone is the emotional flavor of your voice. It changes based on the situation, like how you’d speak differently to a stressed client versus a potential collaborator.

Here’s how tone shifts in real life:

Situation	Brand Voice (Consistent)	Brand Tone (Adapts)
Emailing a client	Professional, clear	Empathetic (“I know deadlines are tight…”)
Social media post	Playful, engaging	Excited (“This project was SO fun to work on!”)
Support response	Helpful, patient	Reassuring (“No worries—we’ll fix this ASAP.”)
Sales pitch	Confident, persuasive	Urgent (“Limited spots left—book now!”)

The problem? Many freelancers confuse the two. They might have a voice (e.g., “friendly and casual”) but use the same tone for every situation. Imagine sending a sympathy email with the same energy as a Black Friday sale. Yikes.

Why Freelancers Get This Wrong (And How It Hurts Them)

Most freelancers don’t set rules for their voice and tone. Instead, they:

• Wing it—writing however they feel in the moment, which leads to inconsistency.
• Copy others—mimicking big brands without adapting to their own personality.
• Ignore context—using the same tone for a proposal as they do for a thank-you note.

Real-world example: A freelance designer’s website says they’re “creative and bold,” but their client emails are stiff and formal. A potential client reads their site, gets excited, then receives a cold email—and suddenly, the brand feels off. That inconsistency makes clients question whether they can trust you.

Another example: A copywriter’s LinkedIn posts are witty and engaging, but their case studies read like a robot wrote them. Clients who loved their personality on social media get confused when they see the “corporate” side. Which one is the real them?

How to Audit Your Current Voice and Tone (A 5-Minute Exercise)

Not sure what your brand voice is—or if you even have one? Try this:

1. Gather your recent content (emails, social posts, website copy, invoices—yes, even invoices!).
2. Highlight the patterns:
   • Do you use a lot of exclamation points? (Playful tone.)
   • Are your sentences short and punchy? (Confident voice.)
   • Do you avoid contractions? (Formal tone.)
3. Ask yourself:
   • If my brand were a person, how would I describe them? (Funny? Serious? Nerdy?)
   • What words do I never use? (Jargon? Slang? Passive voice?)
   • How do I sound when I’m at my best? (Write like that.)
4. Check for consistency:
   • Does my website sound like the same person who writes my emails?
   • If a client read my social media and then my contract, would they recognize me?

Pro tip: If you’re struggling, ask a friend to read your content and describe your brand in 3 words. If their answer surprises you, you’ve got work to do.

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Your brand voice is your superpower. It’s what makes you you—not just another freelancer in a sea of sameness. But tone? That’s your secret weapon for connecting with clients in the right way, at the right time. Get these two right, and your messaging will feel effortless, authentic, and impossible to ignore.

Prompt 1: “Who Are We Talking To?” – Defining Your Audience

Imagine you’re at a party. You wouldn’t talk to a CEO the same way you’d chat with a college student, right? The same goes for your brand voice. If you don’t know who you’re talking to, your words will sound like a robot reading a script—generic, forgettable, and easy to ignore.

That’s why the first step in creating a brand voice style guide is figuring out who you’re speaking to. This isn’t just about age or job title. It’s about understanding their problems, their language, and what makes them tick. When you get this right, your messaging feels like a conversation, not a sales pitch.

Why Freelancers Skip This Step (And Why That’s a Mistake)

Many freelancers jump straight into writing without defining their audience. They think, “I’ll just write in a way that sounds professional.” But here’s the problem: “professional” means different things to different people.

• A startup founder might want bold, energetic language that feels fresh and disruptive.
• A corporate client might prefer clear, concise, and data-driven messaging.
• A creative agency might expect playful, witty, and visually engaging copy.

If you don’t know who you’re writing for, your words will either: ❌ Sound too vague (and get ignored) ❌ Miss the mark (and confuse your audience) ❌ Blend in with everyone else (and get forgotten)

Take this example: A freelance designer creates a portfolio website with the tagline “I make beautiful things.” It’s nice, but it doesn’t tell potential clients why they should care. Now compare that to: “I help e-commerce brands turn visitors into buyers with high-converting product pages.” The second version speaks directly to a specific audience (e-commerce owners) and their biggest pain point (low conversions).

Which one would you click on?

How to Create a Client Avatar That Actually Works

A client avatar isn’t just a list of demographics. It’s a detailed picture of your ideal customer—their fears, their goals, and how they like to communicate. Here’s how to build one:

1. Start with the basics

• Who are they? (Job title, industry, company size)
• What do they care about? (What problems keep them up at night?)
• Where do they hang out? (LinkedIn? Instagram? Industry forums?)

2. Dig deeper into their pain points

• What’s their biggest frustration right now?
• What do they wish they could fix in their business?
• What’s stopping them from solving it themselves?

3. Listen to how they talk

• What words do they use to describe their problems?
• Do they prefer formal or casual language?
• Are they more likely to respond to data or storytelling?

Pro tip: If you’re not sure, look at the people who already follow you or buy from you. What do they post about? What questions do they ask? Their language is a goldmine for your brand voice.

Adjusting Your Voice for Different Audiences

Your brand voice should stay consistent, but your tone can shift depending on who you’re talking to. Here’s how:

Audience Type	Voice Example	What to Avoid
B2B (Corporate clients)	Professional, clear, solution-focused	Jargon, overly casual language, vague promises
B2C (Consumers)	Friendly, relatable, benefit-driven	Cold, impersonal, or overly salesy
Niche markets (e.g., tech startups)	Bold, innovative, industry-specific	Generic phrases, outdated references
Broad markets (e.g., local businesses)	Simple, warm, easy to understand	Complex terms, assuming prior knowledge

Example: A freelance copywriter might use:

• “Let’s 10X your email open rates with subject lines that demand attention.” (For startup founders)
• “We’ll craft clear, compelling copy that turns visitors into customers—without the fluff.” (For small business owners)

Your Turn: Fill in the Blanks

Ready to define your audience? Use this template to create your client avatar:

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My ideal client is…

• A [job title] in the [industry] industry.
• They struggle with [biggest problem], which makes them feel [emotion].
• They want [desired outcome] but are held back by [obstacle].
• They communicate in [formal/casual] language and prefer [data/stories/visuals].
• When they’re not working, they spend time on [platforms/hobbies].

Example: “My ideal client is a marketing manager at a SaaS company. They struggle with low engagement on their blog, which makes them feel frustrated and unsure if their content is working. They want more leads from their blog but are held back by unclear messaging. They communicate in a mix of professional and casual language and prefer data-backed examples. When they’re not working, they spend time on LinkedIn and listening to marketing podcasts.”

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Once you’ve filled this out, you’ll have a clear picture of who you’re talking to—and how to speak their language. That’s the foundation of a strong brand voice. Next, we’ll dive into how to turn this into actual words that resonate.

Prompt 2: “What Are Our Core Values?” – Aligning Voice with Mission

Your brand voice isn’t just about how you say things—it’s about why you say them. Think of your core values as the heartbeat of your brand. They shape every word you write, every post you share, and every email you send. Without them, your voice might sound inconsistent, confusing, or even fake. But when your values and voice align? That’s when your brand starts to feel real, trustworthy, and impossible to ignore.

Take Patagonia, for example. Their mission isn’t just to sell outdoor gear—it’s to save the planet. That’s why their voice is bold, urgent, and unapologetically activist. They don’t just talk about jackets; they talk about climate change, fair labor, and environmental justice. Their values are their voice. Or look at Mailchimp. Their brand is all about approachability—helping small businesses grow without the tech overwhelm. That’s why their writing is friendly, clear, and even a little playful. No jargon, no corporate stiffness. Just helpful, human language.

So how do you find the values that shape your voice? It’s not about picking fancy words from a list. It’s about digging deep into what your brand truly stands for.

How to Identify Your Top 3-5 Core Values

Start by asking yourself these questions:

1. What makes my brand different?

   • Why should clients choose you over someone else?
   • Is it your speed? Your creativity? Your no-BS honesty?

2. What do I never compromise on?

   • Maybe you always deliver on time, no matter what.
   • Maybe you refuse to work with clients who don’t respect your boundaries.

3. How do I want clients to feel after working with me?

   • Empowered? Relieved? Inspired?
   • Your values should create that feeling in everything you write.

Now, grab a pen and paper (or a blank doc) and brainstorm. Write down every value that comes to mind—even the ones that seem small. Then, narrow it down to your top 3-5. These should be the non-negotiables, the things that define who you are as a brand.

Here’s a quick exercise to help:

• Step 1: List 10-15 values that resonate with you (e.g., transparency, innovation, simplicity, boldness).
• Step 2: Circle the 5 that feel most essential to your brand.
• Step 3: Cross out the ones that are just “nice to have” but not core.
• Step 4: From the remaining 5, pick the top 3 that must show up in your voice.

For example, if one of your values is transparency, your voice might sound:

• Honest: “Here’s what’s really going on behind the scenes…”
• Direct: “This isn’t the right fit for us—here’s why.”
• Open: “We messed up. Here’s how we’re fixing it.”

If your value is innovation, your voice might be:

• Forward-thinking: “Here’s what’s coming next in [your industry].”
• Experimental: “We tried something new—here’s what happened.”
• Bold: “This might sound crazy, but…”

When Values and Voice Clash (And How to Fix It)

Here’s the tricky part: sometimes, your values and your voice don’t feel like they match. Maybe you value professionalism, but your writing comes off as stiff and boring. Or maybe you want to be friendly, but your industry expects formality. This is where most brands get stuck.

The key? Balance. You don’t have to choose between “professional” and “human.” You can be both. For example:

• Instead of: “Per our previous correspondence, we are in receipt of your inquiry.” (Too formal)
• Try: “Thanks for reaching out! We got your message and will get back to you by EOD.” (Professional and human)

Or if you’re in a creative field but want to sound trustworthy, you might:

• Avoid: Over-the-top hype (“This is the BEST thing EVER!!!”).
• Use: Enthusiastic but grounded language (“We’re really proud of this—here’s why it works”).

The goal isn’t to water down your values. It’s to find the right way to express them in your writing.

Your Turn: Putting It Into Practice

Now it’s time to test your values. Pick one of your core values and write a short paragraph that reflects it. For example:

• If your value is simplicity, write a product description that’s clear and jargon-free.
• If your value is boldness, write a social media post that takes a stand on something.

Does it feel like your brand? If not, tweak it until it does. This is how you start building a voice that’s unmistakably yours.

Your values are the foundation. Your voice is how you bring them to life. Get this right, and your brand won’t just sound different—it’ll feel different. And that’s what makes clients stick around.

Prompt 3: “What Words Do We Use (and Avoid)?” – The Do’s and Don’ts List

Words are like spices in cooking. The right ones make your brand taste amazing. The wrong ones leave a bad flavor. A “do’s and don’ts” list for words helps freelancers sound consistent, professional, and true to their brand. Without it, your messaging can feel messy—like a chef who throws in salt, sugar, and chili all at once.

Think about big brands you love. Apple doesn’t say “cheap” or “basic.” They say “affordable” and “essential.” Nike doesn’t tell you to “try harder.” They say “Just Do It.” These words aren’t random. They’re chosen carefully to match the brand’s personality. As a freelancer, you might not have a marketing team, but you can create your own word bank. It’s like having a secret recipe for your brand’s voice.

Building Your Brand Lexicon: The Word Bank

Start with two simple lists:

1. Words we love – These fit your brand’s vibe.
2. Words we avoid – These don’t match who you are.

For example, if you’re a tech freelancer, your “love” list might include:

• “Innovative”
• “Streamlined”
• “Cutting-edge”
• “User-friendly”

Your “avoid” list could have:

• “Cheap” (sounds low-quality)
• “Complicated” (makes your work seem hard)
• “Old-school” (if you’re all about modern solutions)

If you’re a creative freelancer (like a designer or writer), your “love” list might look like:

• “Bold”
• “Playful”
• “Story-driven”
• “Unforgettable”

And your “avoid” list:

• “Corporate” (if you’re not formal)
• “Generic” (because you’re unique!)
• “Safe” (if you want to stand out)

Pro tip: Don’t just guess. Look at your past work, client feedback, and even competitors. What words do you naturally use? What words do clients praise? Write those down first.

Why Industry-Specific Words Matter

Not all words work for every industry. A healthcare freelancer can’t sound like a tech startup. A playful brand can’t use stiff, formal language. Here’s how word choice changes by field:

Industry	Good Words	Bad Words	Why?
Tech	”Scalable,” “Future-proof"	"Outdated,” “Manual”	Tech clients want modern, efficient solutions.
Healthcare	”Compassionate,” “Trusted"	"Experimental,” “Risky”	Patients need to feel safe and cared for.
Creative	”Vibrant,” “Whimsical"	"Boring,” “Standard”	Creatives want to stand out, not blend in.
Finance	”Secure,” “Reliable"	"Gamble,” “Uncertain”	Money is serious—clients need trust.

Question to ask yourself: Does this word make my brand feel more like me, or less? If it doesn’t feel right, don’t use it—even if others in your industry do.

Tone Indicators: How Small Words Make a Big Difference

Words aren’t just about meaning—they’re about feeling. A single verb or adjective can change your whole tone. For example:

• “Help” vs. “Empower” – “Help” is nice, but “empower” makes clients feel stronger.
• “Try” vs. “Achieve” – “Try” sounds unsure. “Achieve” sounds confident.
• “Maybe” vs. “Definitely” – “Maybe” weakens your message. “Definitely” makes it bold.

Even sentence structure matters. Short, punchy sentences feel energetic. Long, flowing sentences feel thoughtful. Compare:

• Bad: “We can maybe help you with your project if you want.”
• Good: “We’ll transform your project—guaranteed.”

Exercise: Take a sentence from your website or portfolio. Rewrite it three ways—playful, professional, and urgent. Which one feels most you?

Case Study: Before and After a Word Bank

Let’s look at a real example. Meet Sarah, a freelance UX designer. Before she had a word bank, her messaging was all over the place:

“I make websites that are easy to use. Sometimes I do branding too. My prices are fair, and I work fast. Let me know if you need help!”

This sounds okay, but it’s forgettable. After creating a word bank, Sarah’s messaging became sharper:

“I craft intuitive, beautiful digital experiences that delight users. No fluff—just results you can measure. Ready to elevate your brand? Let’s talk.”

What changed? ✅ Stronger verbs (“craft,” “elevate” instead of “make,” “help”) ✅ Descriptive adjectives (“intuitive,” “beautiful” instead of “easy”) ✅ Confident tone (“No fluff—just results” instead of “Sometimes I do branding too”) ✅ Clear value (“delight users,” “measure results” instead of “work fast”)

The difference? Sarah’s new version feels like her—creative, professional, and results-driven. That’s the power of a word bank.

How to Keep Your Word List Alive

Your word bank isn’t set in stone. As your brand grows, your words might too. Here’s how to keep it fresh:

1. Review every 3-6 months – Do these words still fit? Have you added new services?
2. Ask clients for feedback – “What words would you use to describe my work?”
3. Test new words – Try a new term in a social post or email. Does it feel right?
4. Update your “avoid” list – Maybe a word you used to love now feels off.

Final thought: Your words are your brand’s fingerprint. They make you recognizable, trustworthy, and you. So take the time to choose them wisely. Your clients will notice—and so will your business.

Prompt 4: “How Do We Sound in Different Scenarios?” – Adapting Tone for Context

Your brand voice is like your personality—it stays the same no matter where you go. But your tone? That’s how you adjust your voice for different situations. Think of it like talking to a friend versus talking to your boss. You’re still you, but the way you say things changes.

For freelancers, this is super important. One wrong tone in an email can make a client feel ignored. A too-formal social media post can make your brand feel stiff and boring. The key is knowing when to be professional, when to be friendly, and when to be direct. Let’s break it down.

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The Tone Spectrum: From Formal to Casual

Your tone can move along a spectrum depending on the situation. Here’s how it usually works:

• Very formal (contracts, legal documents, proposals)

  • Example: “Per our agreement dated [X], payment is due within 15 business days.”
  • Why? Clients expect clarity and professionalism here—no room for confusion.

• Professional but warm (client emails, onboarding messages)

  • Example: “Hi [Name], thanks for trusting me with this project! Here’s what to expect next…”
  • Why? You want to sound capable but also approachable.

• Friendly and conversational (social media, blog posts, newsletters)

  • Example: “PSA: If you’re still using ‘Lorem ipsum’ in your drafts, we need to talk. 😉”
  • Why? This is where you can show personality and connect with your audience.

• Playful or urgent (limited-time offers, social media engagement)

  • Example: “Last chance! Doors close at midnight—don’t miss out!”
  • Why? Sometimes you need to create excitement or a sense of urgency.

The mistake many freelancers make? Sticking to one tone for everything. A contract shouldn’t sound like a tweet, and a tweet shouldn’t sound like a contract. The right tone makes your message land the way you want it to.

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Scenario-Based Examples: How to Adjust Your Tone

1. Client Onboarding vs. Conflict Resolution

• Onboarding (new client, excited energy): “Welcome to the team! I’m so excited to work with you. Here’s your onboarding checklist—let me know if you have any questions!”

  • Tone: Warm, enthusiastic, helpful.
  • Why? You want to make them feel welcome and confident in their decision to hire you.

• Conflict Resolution (client is upset, needs reassurance): “I hear your frustration, and I completely understand. Let’s fix this together. Here’s what I’m doing to resolve it…”

  • Tone: Calm, empathetic, solution-focused.
  • Why? You’re acknowledging their feelings while showing you’re in control.

2. Sales Pitches vs. Blog Content

• Sales Pitch (persuasive, direct): “You’re leaving money on the table with your current website. Here’s how a redesign can 3X your conversions in 30 days.”

  • Tone: Confident, data-driven, urgent.
  • Why? You need to grab attention and show value fast.

• Blog Content (educational, engaging): “Ever feel like your website is just… sitting there? You’re not alone. Here’s why most small business sites fail (and how to fix yours).”

  • Tone: Conversational, relatable, helpful.
  • Why? Readers want to learn, not be sold to.

3. Social Media vs. Website Copy

• Social Media (fun, engaging, shareable): “Me pretending I don’t check my own website stats 10 times a day: 😌”

  • Tone: Playful, relatable, human.
  • Why? Social media is about connection, not perfection.

• Website Copy (clear, professional, trust-building): “I help freelancers and small businesses turn their websites into lead-generating machines—without the tech headaches.”

  • Tone: Direct, benefit-focused, authoritative.
  • Why? Your website is your 24/7 salesperson. It needs to sound credible.

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Tools to Keep Your Tone Consistent

Even the best writers slip up sometimes. Here are a few ways to stay on track:

• Tone Checklists: Create a simple list of do’s and don’ts for each scenario. For example:

  • Client emails: Always start with a greeting, keep it concise, end with a call to action.
  • Social media: Use emojis sparingly, avoid jargon, keep it under 280 characters when possible.

• Style Guides: A one-page document with your brand’s tone rules. Include:

  • Words you love (e.g., “game-changer,” “no-fluff,” “let’s do this”).
  • Words you avoid (e.g., “utilize,” “leverage,” “synergy”).
  • Examples of good vs. bad tone for different situations.

• AI Writing Tools: Tools like Grammarly, Hemingway, or even ChatGPT can help check your tone. For example:

  • “Rewrite this email to sound more friendly and less formal.”
  • “Does this social media post sound too salesy?”

But remember: AI is a helper, not a replacement. Always read your writing out loud. If it sounds like something a robot would say, tweak it until it feels like you.

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The Biggest Mistake Freelancers Make: Over-Correcting Tone

Here’s the thing: clients hire you because you’re you. Not a corporate drone, not a social media influencer—you. The biggest mistake freelancers make is trying to sound “perfect” and ending up sounding fake.

For example:

• Too formal in emails: “Dear Esteemed Client, I hope this message finds you well. Per our previous correspondence, I am following up regarding the aforementioned deliverables.”

  • Problem: Sounds like a legal document, not a human.

• Too casual in a proposal: “Hey! So, I was thinking we could maybe do this project? Let me know what you think! 😊”

  • Problem: Lacks confidence and professionalism.

The sweet spot? Professional but human. You can be warm, funny, or direct—just don’t lose your authenticity in the process.

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Final Tip: Practice Makes Perfect

Adapting your tone takes time. Start by paying attention to how brands you admire communicate in different situations. Then, try it yourself:

1. Write a client email in your usual tone.
2. Rewrite it for a different scenario (e.g., social media, a sales pitch).
3. Compare the two. Which one feels more natural? Which one gets the response you want?

The more you practice, the easier it gets. And soon, you’ll be switching tones like a pro—without even thinking about it.

Prompt 5: “What’s Our Brand’s Personality Type?” – Archetypes and Voice

Ever meet someone and instantly know if they’re the life of the party or the quiet thinker in the corner? Brands work the same way. People should recognize your brand’s personality just by reading a few words. But how do you pick the right one?

Think about your favorite brands. Apple feels creative and visionary. Nike feels bold and inspiring. Dove feels warm and caring. These aren’t accidents—they’re carefully chosen personalities. And the secret? Brand archetypes.

The 12 Brand Archetypes: Which One Are You?

Psychologist Carl Jung came up with the idea of archetypes—universal personalities that people instantly understand. Brands use these to shape their voice, messaging, and even their visuals. Here’s a quick breakdown of all 12:

1. The Innocent – Pure, optimistic, simple. Example: Coca-Cola (“Taste the Feeling”)
2. The Everyman – Friendly, relatable, down-to-earth. Example: IKEA (“For the many”)
3. The Hero – Brave, determined, inspiring. Example: Nike (“Just Do It”)
4. The Caregiver – Nurturing, selfless, protective. Example: Johnson & Johnson (“For all you love”)
5. The Explorer – Adventurous, free-spirited, independent. Example: Jeep (“Go Anywhere”)
6. The Rebel – Disruptive, bold, rule-breaking. Example: Harley-Davidson (“Live to Ride”)
7. The Lover – Passionate, romantic, intimate. Example: Dove (“Real Beauty”)
8. The Creator – Imaginative, artistic, visionary. Example: Apple (“Think Different”)
9. The Jester – Funny, playful, lighthearted. Example: Old Spice (“Smell Like a Man”)
10. The Sage – Wise, knowledgeable, analytical. Example: Google (“Organize the world’s information”)
11. The Magician – Transformative, visionary, mystical. Example: Disney (“Where dreams come true”)
12. The Ruler – Authoritative, powerful, in control. Example: Mercedes-Benz (“The best or nothing”)

Which one feels like your brand? If you’re not sure, try this quick quiz:

How to Find Your Brand’s Archetype (Quiz Time!)

Answer these questions honestly—no overthinking!

1. What’s your brand’s biggest goal?

   • A) Make the world a better place (Innocent)
   • B) Help people feel like they belong (Everyman)
   • C) Inspire people to push their limits (Hero)
   • D) Protect and care for others (Caregiver)

2. How do you want customers to feel?

   • A) Safe and happy (Innocent)
   • B) Understood and accepted (Everyman)
   • C) Motivated and powerful (Hero)
   • D) Loved and valued (Lover)

3. What’s your brand’s “superpower”?

   • A) Simplicity (Innocent)
   • B) Relatability (Everyman)
   • C) Courage (Hero)
   • D) Creativity (Creator)

4. What’s a word you’d never use to describe your brand?

   • A) Complicated (Innocent)
   • B) Pretentious (Everyman)
   • C) Weak (Hero)
   • D) Cold (Caregiver)

Mostly A’s? You’re probably an Innocent or Everyman. Mostly C’s? You lean Hero or Rebel. Still stuck? Look at brands you admire—do they feel similar to yours?

How Each Archetype Sounds in Real Life

Your archetype shapes everything—your tone, your humor, even your storytelling. Here’s how it plays out in real brand voices:

• The Hero (Nike) – Short, punchy, motivational. “You don’t have to be perfect. You just have to start.” (No fluff, just action.)

• The Lover (Dove) – Warm, emotional, inclusive. “You’re more beautiful than you think.” (Speaks to the heart, not just the product.)

• The Jester (Old Spice) – Silly, over-the-top, memorable. “Smell like a man, man.” (If your brand were a person, it’d be the class clown.)

• The Sage (Google) – Clear, informative, helpful. “Just Google it.” (No hype, just answers.)

• The Creator (Apple) – Visionary, poetic, aspirational. “Here’s to the crazy ones.” (Makes you feel like part of something bigger.)

What If My Brand Doesn’t Fit Just One?

Good news: Most brands are a mix of two archetypes. For example:

• Starbucks = The Lover (cozy, welcoming) + The Creator (artistic, customizable drinks).
• Tesla = The Hero (innovative, game-changing) + The Magician (futuristic, almost magical).

The key? Pick a primary archetype (your core personality) and a secondary one (your supporting vibe). This keeps your voice consistent but flexible.

Your Turn: Define Your Brand’s Personality

Grab a notebook and answer:

1. Which archetype feels most like your brand? Why?
2. What’s one brand in your industry that doesn’t match your vibe? (Avoid sounding like them!)
3. Write 3 words that describe how you want customers to feel when they read your content.

Once you’ve got your archetype, the rest gets easier. Your voice, your messaging, even your visuals will start to click into place. And the best part? Your audience will feel it—even if they can’t explain why.

(Next up: How to turn this personality into actual words your audience will love.)

Prompt 6: “How Do We Handle Mistakes and Feedback?” – Voice in Crisis

Mistakes happen. Even the best freelancers drop the ball sometimes—deadlines slip, work misses the mark, or clients feel misunderstood. But here’s the truth: how you handle these moments defines your brand more than any perfect project ever could. A cold, defensive response can lose a client forever. A thoughtful, human one? That can turn a complaint into a loyalty-building moment.

The key is tone. You need to sound professional without feeling robotic. Empathetic without being overly emotional. Accountable without groveling. It’s a tightrope, but with the right words, you can walk it—and even strengthen your client relationships in the process.

Why Tone Matters in Difficult Conversations

When a client is frustrated, their brain is in “threat mode.” They’re not just reacting to the mistake—they’re reacting to how it makes them feel. Did you dismiss their concern? Did you make them chase you for answers? Or did you acknowledge their frustration and show you’re on their side?

A study by Harvard Business Review found that customers who had a problem resolved well were more loyal than those who never had an issue at all. That’s the power of crisis communication. Your tone can either escalate tension or de-escalate it—and the difference often comes down to a few carefully chosen words.

Here’s what to aim for:

• Professional, not stiff – Avoid corporate jargon (“per our previous correspondence…”). Instead, write like a human who cares.
• Accountable, not apologetic – Saying “I’m sorry” is good, but “I take responsibility” is better. It shifts focus from guilt to solutions.
• Solution-focused, not defensive – Clients don’t want excuses. They want to know what you’ll do next.

Script Templates for Common Scenarios

Every freelancer faces these moments. Having a go-to script saves you from panicking and saying the wrong thing. Here are templates for three common crises:

1. Late Deliverables

What to say:

“Hi [Name], I owe you an update—and an apology. I’m running behind on [project] due to [brief reason, e.g., ‘an unexpected technical issue’]. I know this isn’t the timeline we agreed on, and I take full responsibility. Here’s my plan to get this back on track: [specific steps, e.g., ‘I’ll send a revised draft by EOD Friday’]. If this doesn’t work for you, let me know—I’m happy to adjust. Again, I appreciate your patience, and I’ll do everything I can to make this right.”

What to avoid:

• Over-explaining (clients don’t care about your dog’s vet appointment).
• Blaming others (“My subcontractor dropped the ball”).
• Vague promises (“I’ll try to get it to you soon”).

2. Scope Changes

What to say:

“I wanted to flag something that came up while working on [project]. It looks like [describe issue, e.g., ‘the original brief didn’t account for X feature’], which means we’ll need to [adjust timeline/budget]. I know this isn’t ideal, so I wanted to give you options: [Option 1: ‘We can prioritize the core deliverables and push X to Phase 2’ / Option 2: ‘We can add Y hours to the project at $Z rate’]. Let me know what works best for you—I’m happy to hop on a quick call to discuss.”

What to avoid:

• Assuming the client will just “understand” (they won’t).
• Presenting it as a demand (“This will cost extra”).
• Waiting until the last minute to bring it up.

3. Negative Feedback

What to say:

“Thank you for sharing this feedback—I really appreciate you taking the time to explain your concerns. I hear that [summarize their issue, e.g., ‘the design didn’t match your vision’], and I’m sorry it fell short of your expectations. Here’s how I’d like to address it: [specific plan, e.g., ‘I’ll revise the layout based on your notes and send a new version by Wednesday’]. If there’s anything else you’d like me to adjust, just let me know. My goal is to make sure you’re happy with the final result.”

What to avoid:

• Arguing (“Most clients love this style”).
• Over-apologizing (“I’m so, so sorry, I’m the worst”).
• Making it about you (“This was a really hard project for me”).

The Role of Empathy in Your Voice

Empathy isn’t about agreeing with the client—it’s about showing you get why they’re upset. The right phrases can disarm frustration; the wrong ones can pour gasoline on the fire.

Use these:

• “I can see why this would be frustrating.”
• “You’re absolutely right to expect [X].”
• “I’d feel the same way in your position.”
• “Let’s figure out how to fix this together.”

Avoid these:

• “Calm down.” (Never tell someone how to feel.)
• “This isn’t a big deal.” (It is to them.)
• “Other clients didn’t have a problem.” (Comparisons = invalidation.)
• “I did my best.” (Focus on solutions, not effort.)

Case Study: How One Freelancer Turned a Complaint into a Loyal Client

Sarah, a graphic designer, once delivered a logo to a client who hated it. The client’s email was blunt: “This looks nothing like what we discussed. I’m disappointed.”

Most freelancers would panic. But Sarah used the feedback script above, responding:

“I hear you—this isn’t the direction you were hoping for, and I’m sorry it missed the mark. I’d love to understand what’s not working so I can fix it. Could you share a few examples of logos you do like? That’ll help me get a clearer sense of your vision. I’ll also send a revised concept by Friday at no extra charge.”

The client was surprised. They’d expected an argument, not a solution. They sent examples, Sarah nailed the next draft, and the client ended up hiring her for two more projects—and referring her to three others.

The lesson? Clients remember how you made them feel during the tough moments. A crisis isn’t just a problem to solve—it’s an opportunity to prove your professionalism and build trust.

Putting It Into Practice

Start by drafting responses to these three scenarios before they happen. Save them in a document labeled “Crisis Scripts” so you’re never caught off guard. Then, practice reading them aloud. Do they sound like you? If not, tweak the wording until they feel natural.

Remember: Your brand voice isn’t just for the good times. It’s for the messy, stressful, “I hope they don’t fire me” moments too. Get this right, and you won’t just keep clients—you’ll turn them into raving fans.

Prompt 7: “What’s Our Visual Voice?” – Aligning Copy with Design

Your brand voice isn’t just about words. It’s also about how those words look. Imagine reading a playful, casual blog post—but the font is stiff and corporate, the colors are dull, and the images feel cold. Confusing, right? That’s why your visual voice matters just as much as your written one.

Think of your brand like a person. If your copy is friendly and warm, but your design feels serious and distant, it’s like meeting someone who smiles with their words but never makes eye contact. People notice these things. They might not know why something feels off, but they’ll sense it. And that’s enough to make them click away.

How Design Reinforces Your Voice

Every visual element—colors, fonts, images, even spacing—sends a message. Here’s how they work together:

• Typography: A bold, rounded font feels approachable. A thin, serif font feels elegant. A handwritten font feels personal. Which one matches your brand’s personality?
• Colors: Bright yellow feels energetic. Deep blue feels trustworthy. Pastels feel soft and calming. What emotions do you want to evoke?
• Imagery:

Prompt 8: “How Do We Evolve Our Voice Over Time?” – Future-Proofing Your Guide

Your brand voice isn’t like a tattoo—it shouldn’t stay the same forever. Think of it more like your favorite pair of jeans. They fit perfectly, but after a while, you might need to adjust the hem or add a new patch to keep them feeling fresh. The same goes for your brand voice. It needs to grow with your business, your audience, and the world around you.

But here’s the tricky part: how do you change without losing what makes your brand you? How do you know when it’s time to tweak your voice—and how do you do it without confusing your audience? Let’s break it down.

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Why Your Brand Voice Can’t Stay Stuck in Time

Imagine if a brand like Slack still sounded exactly like it did in 2014. Back then, their voice was playful, almost like a quirky friend sending you GIFs in a chat. But as they grew, their audience changed. They weren’t just talking to small tech teams anymore—they were speaking to enterprises, governments, and global corporations. Their voice had to evolve to feel more inclusive, professional, and adaptable.

The lesson? Your brand voice should reflect who you are now, not who you were five years ago. That doesn’t mean throwing out your core identity. It means asking: What still works? What feels outdated? What do our customers need from us today?

Here’s how to spot when it’s time for a change:

• Your audience has shifted. Maybe you started by selling to young creatives, but now your biggest customers are small business owners. Their language, pain points, and expectations are different.
• Your industry has changed. New trends, tools, or even cultural moments (like remote work becoming the norm) can make old messaging feel out of touch.
• Your services or products have expanded. If you used to sell one thing and now offer five, your voice might need to stretch to cover all of them.
• Your competitors are doing it better. If everyone in your space sounds the same, or if a competitor’s tone is resonating more with your audience, it’s time to take notes.

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How to Update Your Voice Without Losing Your Identity

The key is evolution, not revolution. You don’t want to wake up one day and sound like a completely different brand. Instead, think of it like a slow, intentional shift. Here’s how to do it:

1. Start with a Voice Audit

Grab your current style guide and ask:

• Does this still feel like us? (If not, why?)
• Are there words or phrases we’ve outgrown? (Example: If you used to say “rad” and now it feels forced, it’s time to let it go.)
• What’s missing? (Maybe your voice used to be funny, but now it needs to feel more empathetic or professional.)

2. Test Small Changes

Before overhauling everything, try tweaking one thing at a time. For example:

• If your emails used to be super casual, try adding a little more warmth or clarity.
• If your social media posts feel too salesy, experiment with a more conversational tone.
• If your website copy feels stiff, try adding a bit of personality (without going overboard).

Use A/B testing to see what resonates. Tools like Google Optimize or even simple social media polls can help you compare different versions of your messaging.

3. Listen to Your Audience

Your customers will tell you—directly or indirectly—if your voice is working. Pay attention to:

• Feedback. Are people saying your emails feel too formal? Too casual? Not helpful enough?
• Engagement. Are your posts getting likes but no replies? Maybe your voice isn’t sparking conversation.
• Analytics. Are people clicking but not converting? Your voice might not be building enough trust.

4. Keep Your Core Values Intact

Even as your voice evolves, your brand’s heart should stay the same. For example:

• If your brand is all about simplicity, your voice might shift from “fun and quirky” to “clear and calming,” but it should still feel easy to understand.
• If your brand is trustworthy, your voice might go from “friendly” to “professional,” but it should still feel reliable.

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The 30-Day Voice Refresh Challenge

Want to put this into action? Try this 30-day challenge to audit and refine your brand voice:

Week 1: Gather Your Materials

• Collect examples of your current messaging (emails, social posts, website copy, ads).
• Pull together feedback from customers, team members, or even friends.
• Note any industry trends or competitor examples that stand out.

Week 2: Identify What’s Working (and What’s Not)

• Highlight the pieces of your voice that feel right—the words, phrases, or tones that get the best reactions.
• Circle the parts that feel off—maybe they’re too vague, too salesy, or just don’t sound like you anymore.
• Ask: What’s one thing we could change to make this better?

Week 3: Test and Experiment

• Pick one piece of content (like an email or social post) and rewrite it in 2-3 different tones.
• Share the versions with a small group (or test them live) and see which performs best.
• Keep track of what works and what doesn’t.

Week 4: Refine and Document

• Take what you’ve learned and update your style guide.
• Add a section called “Voice Evolution” where you note:
  • What’s changing (and why).
  • What’s staying the same.
  • How you’ll continue to test and adapt in the future.
• Share the updated guide with your team (or just keep it for yourself if you’re a solo freelancer).

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Final Thought: Your Voice Should Grow With You

Your brand voice isn’t a set-it-and-forget-it tool. It’s a living, breathing part of your business. The best brands—like Slack, Mailchimp, or even local businesses that feel like old friends—know how to adapt without losing themselves.

So don’t be afraid to tweak, test, and refine. Your voice should feel like you, but it should also feel like you, right now—not you from five years ago. And when in doubt, ask yourself: Does this still feel true to who we are? Does it serve our audience? Does it move us forward?

If the answer is yes, you’re on the right track.

Conclusion: Your Brand Voice Style Guide in Action

You’ve got the prompts—now what? A brand voice style guide isn’t just a document you create and forget. It’s a living tool that helps you sound like you every time you write, post, or reply to a client. And when you get it right, people notice. They remember you. They trust you.

Let’s recap the 8 prompts that will shape your guide:

• What’s our brand’s core message? (The one thing you always want people to remember.)
• Who are we talking to? (Your ideal client’s language, pain points, and personality.)
• What’s our brand’s personality type? (Are you the wise mentor, the bold rebel, or the friendly neighbor?)
• How do we sound in different scenarios? (Website copy vs. social media vs. client emails.)
• What’s our visual voice? (How your words match your colors, fonts, and images.)
• What words do we use (and avoid)? (Your go-to phrases vs. the ones that don’t fit.)
• How do we handle mistakes and feedback? (Your tone when things go wrong.)
• How do we evolve our voice over time? (Testing, updating, and staying fresh.)

Why This Matters for Freelancers

A strong brand voice does more than make you sound consistent. It builds authority. Clients stick around because they know what to expect from you. They refer others because your voice stands out. And when you’re clear about what you say (and what you don’t), you attract the right people—without chasing them.

Think about it: How many freelancers sound like robots, copying the same corporate jargon? Or worse, they sound like everyone else. Your voice is your edge. It’s what makes you you.

Your Next Steps

Ready to put this into action? Here’s how to start:

1. Grab a free template – Use a simple Google Doc or Canva template to draft your guide. (We’ve got a downloadable checklist to keep you on track.)
2. Pick one prompt to start – Don’t overthink it. Begin with the easiest one (like your core message) and build from there.
3. Test it in real life – Try your new voice in a social media post or email. Does it feel natural? Adjust as needed.
4. Set a 7-day deadline – Small steps add up. By next week, you’ll have a working draft.

Your brand voice isn’t about perfection—it’s about progress. The more you use it, the stronger it gets. So start today. Your future clients (and your sanity) will thank you.