01
Every writer sounds different
Marketing, sales and support each write in their own style, so the brand feels inconsistent.
06 · Branding05 of 07
Voice principles, examples and AI-ready rules so every email, page and post sounds like you.
Customers notice when your website sounds formal, your emails sound casual and your social posts sound like a different company. A tone of voice gives everyone, including the AI tools your team uses, clear principles and examples, so your brand sounds consistent and human.
- Voice principles anyone can remember
- 3–4
- Voice principles anyone can remember
- AI-ready version for your writing tools
- 1
- AI-ready version for your writing tools
- Typical timeline
- 2–3 wks
- Typical timeline
Say 'we', not 'the company'
Plain, warm, direct
Voice principlesTone by situationWord listsBefore and after examplesWriting guidelinesAI writing rulesTeam trainingTemplatesVoice principlesTone by situationWord listsBefore and after examplesWriting guidelinesAI writing rulesTeam trainingTemplates
Sound familiar?
The problems we hear most often before someone asks us about tone of voice.
02
Corporate jargon
Long words and buzzwords make you sound distant and hard to understand.
03
AI content that sounds generic
AI tools produce bland copy because they've never been told how your brand speaks.
What's included
01
Voice discovery
We review your best and worst writing and talk to your team and customers.
02
Voice principles
Three or four principles that define how you sound, with what each means and doesn't.
03
Tone by situation
How the voice flexes for sales pages, support replies, apologies and social posts.
04
Word list
Words you use, words you avoid and how you describe your products.
05
Examples
Before and after rewrites of real copy, so the principles are easy to apply.
06
AI writing rules
A prompt-ready version of your voice for ChatGPT, Claude and other tools.
How we do it
You follow every step live in Mission Control, your project dashboard: tasks, files, approvals and a launch forecast.
- 1
Audit
We collect your writing across channels and identify what works.
- 2
Define
Voice principles and tone guidance drafted and refined with you.
- 3
Show
Rewrites of real copy that bring the voice to life.
- 4
Train
A workshop and guide so your team can write in the voice confidently.
3–4
Voice principles anyone can remember
1
AI-ready version for your writing tools
2–3 wks
Typical timeline
Built for
Who this is for.
Growing teams with many writers
Brands using AI to write content
Companies after a rebrand
Businesses with formal, jargon-heavy copy
Tools we useFigmaIllustratorBrand BrainNotion guidelines
Helpful extras
Try it yourself, or see what's built in.
Questions
Tone of voice, answered.
Something else on your mind? Ask the Zelvorm Concierge in the corner, or talk to the team.
Voice is your brand's consistent personality. Tone is how that voice adapts to the situation: you might be playful on social and calm in a support reply, but still recognisably you.
More in Branding
The rest of the toolkit.
- 01Brand strategy & positioningA clear position in your market, a promise worth keeping and the proof to back it.
- 02Naming & messagingDistinctive names checked for availability, and messaging that explains you in a sentence.
- 03Logo & identity systemA distinctive mark plus the colours, type and graphic language that make it work in every place.
- 04Typography & colourTypefaces, type scales and accessible colour systems, ready for screens, print and code.
- 05Brand guidelinesA clear, practical guide to your brand, with real examples and every asset one click away.
- 06Rebrands & brand refreshRefresh or rebrand with a clear strategy and a rollout that protects your reputation and rankings.
From the Journal
Read before you decide.
Content CreationWebsite Copywriting: How to Write Pages That Sell
Great websites are written, not just designed. A practical guide to website copywriting: headlines, structure, benefits, proof, calls to action and editing, with before-and-after examples.
6 Nov 2026 · 4 min read
BrandingBrand Voice Guidelines: How to Keep AI-Written Content On-Brand
AI writes fast but sounds generic unless you teach it your voice. Here's how to write brand voice guidelines that work for people and AI, with examples, rules and a review process.
6 Nov 2026 · 4 min read
AI & AutomationIs AI Content Writing Safe for SEO in 2026? What Google Actually Says
Google has never banned AI-written content — it bans content written to game rankings. Here's what actually gets penalized and what doesn't.
2 May 2026 · 5 min read
Next in Branding
Brand guidelines
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