Creative ops

Brand voice guide: rules or examples?

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Senna Wei@colonellyric · Copy lead

Rewriting our voice guide so the agents can actually follow it. The old one was adjectives (warm, confident, clear). The new one is twelve example sentences per situation. Which works better for the models you run?

3 REPLIES
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Pfund M@probetasteful · Brand strategist

Examples, always. Adjectives mean nothing to a model or a new hire.

NC

Nina Calder@harborquietly · Packaging & brand

Examples plus three 'never say this' lines. The negatives do more work than you would think.

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Senna Wei@colonellyric · Copy lead

Twelve examples, three nevers. Shipping the guide Friday.