Brand voice.

02 · THE BRIEFING

1. I
   When to consider it
   Your ads convert less, your emails land in soft spam, and your customer support uses wording that contradicts your site. Or you are launching a brand from scratch and refuse to stand out solely on price.
2. II
   Why it matters
   Without a written voice charter, every writer improvises. The tone shifts depending on who holds the keyboard, and Meta and Google start penalising ads whose promise no longer holds once the visitor lands on your site. What it really costs you is a quality score (the ad quality grade) that erodes and a CAC climbing month after month.
3. III
   What you get back
   A voice charter applicable everywhere: register, expressions to avoid, accepted references, ad / site / email / support examples. A per-audience phrasing library. A frame your teams open before writing, not after you reject the draft.
4. IV
   How we run it
   We start with a 12-month voice audit (ads, site, emails, posts, support tickets), before setting a single rule. Mapping of drifts, a 3-hour workshop with your team, validation with your executive committee. Notion delivery + Figma example library, ready to brief a writing AI (Claude API) downstream.
5. V
   What it unlocks
   Ad → landing coherence that lifts the ad quality score (and drives cost-per-click down). AI writing briefed correctly that produces at volume without drifting. A brand standing out on something other than price.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

A brand voice is not a slogan. It is a discipline measured in quality score.

Most voice charters we inherit are seminar artefacts: three adjectives, two examples, and no one knows what to write at 2 pm on Tuesday. A useful charter is one that answers in 30 seconds the question "this phrasing, do we keep it". When it holds, Meta and Google quality scores (your ad quality grade) climb mechanically, because the ad promise finally matches what the visitor finds on your site. The voice is prepared in parallel with the communication plan that paces it.

• 01

  Consolidated ad quality score

  Coherence ad → landing → confirmation email measured. Meta and Google reward alignment with a higher quality score, mechanically lowering cost-per-click in the following months.

• 02

  Operational library

  150 to 300 phrasings classified by channel and audience. The writer opens the library before writing. No more improvised phrasings contradicting each other across channels.

• 03

  AI brief that holds at volume

  The charter feeds a reproducible Claude system prompt. You can generate 50 product sheets or 20 emails a week without the voice drifting. The human writer validates, does not rewrite.

• 04

  Anti-seminar filter

  You receive a new baseline proposal every six months. The charter gives the criterion to say yes or no in 5 minutes. Seminar baselines that do not hold in a support email drop off.

05 · THE PLAY-BY-PLAY

Four steps. Five weeks on average. No charter shipped without an operational library.

1. 01

   We audit twelve months of voice.

   Reading your ads, landings, emails, LinkedIn posts, support tickets across four quarters. Mapping of drifts, channel-vs-channel contradictions, phrasings that step out of the frame. Microsoft Clarity (opens in a new window) (replays your visitors scroll) also gives a post-click behaviour reading, not just semantics.

2. 02

   We set the voice frame with your committee.

   3-hour workshop with your executive committee. Register, values, expressions to avoid, accepted cultural references. The frame is validated in writing, otherwise it becomes decorative. No silent additions outside the quote after that.

3. 03

   We build the operational library.

   150 to 300 phrasings classified by channel and audience, delivered on Figma + Notion. For each phrasing: example to use, counter-example to avoid, channel context. Claude API (opens in a new window) (Anthropic AI, briefed by our charter) system brief documented for downstream AI writing.

4. 04

   We document the update procedure.

   Semi-annual review procedure, indicators (off-charter phrasing rate, channel-vs-channel gaps measured via GA4 (opens in a new window) on post-click behaviour), and a written update rule. Handover to your teams or your existing editorial agency. You then steer without vendor dependency.

07 · NOT YET FOR YOU IF

Three cases where laying down a voice charter is not the top priority.

• You refuse to settle on a positioning.

  Without a written positioning, we cannot draw a defendable voice charter. Voice flows from positioning, not the other way around. We can ship a useful voice audit, but not a charter that holds.

• Your revenue is below 3 M€.

  Below this threshold, full voice charter scoping rarely pays back. You will gain more by focusing effort on two dominant channels than by building a library across five audiences and four channels.

• No one internally will hold the library.

  The charter requires a minimum semi-annual review of one hour. If no one is dedicated to holding the rhythm, the library becomes decorative within a year and you slip back to channel-by-channel improvisation.

We open your last twelve months of voice. We tell you where the drift costs you in quality score.