📖 Brand Voice Checker EN – User Manual

Step-by-step guide to effectively using the template

🚀 Get Started in 60 Seconds

Step 1: One-time setup

  1. Duplicate the template to your workspace
  2. Choose your industry (check one option)
  3. Choose your brand tone (check one option)
  4. Fill out Brand Profile at the bottom of the page

Step 2: First use

  1. Open your content in a separate tab/window (or print it)
  2. Go through the checklist – comparing with your content, check only what is true
  3. Count checkmarks – see your result
  4. Apply fixes if needed

🎯 From the second time, this will take you only 2 minutes!

🔧 How to use – detailed guide

📋 SECTION 1: Express Setup

What to do:

  • Check only one industry option
  • Check only one brand tone
  • If your industry is “Other” – write it in the empty field

Example of correct completion:

✅ SaaS/Tech (checked)
□ E-commerce 
□ Finance
□ Health
□ Education  
□ Agency
□ Other:

✅ Startup (checked)
□ Corporation
□ Expert  
□ Friend

Why this matters: Setup determines how you interpret the checklist. A Startup in SaaS can be more casual than a Corporation in Finance.

📝 SECTION 2: Content checking

What to check:

  • ✅ Social media posts
  • ✅ Newsletters
  • ✅ Landing page copy
  • ✅ Blogs/articles
  • ✅ Email marketing
  • ✅ Product descriptions

How to check:

  • Open content in a separate tab/window or print it
  • Keep it in front of you while going through the checklist
  • Compare point by point with your content

✅ How to use the checklist

Main rule: Check ONLY if you’re confident

Tone and style:

  • “Sounds like your brand” = would someone recognize this is your company?
  • “Appropriate formality” = does it fit your customers?
  • “Uses words customers use” = do clients talk about your products this way?

Safety:

  • “No controversial statements” = could this offend any group?
  • “Facts can be verified” = can this be checked/proven?
  • “No guaranteed outcomes” = are you promising specific results?

Engagement:

  • “Clear target reader” = is it obvious who this is for?
  • “Benefits not features” = do you say HOW it helps, not WHAT it does?
  • “Specific call to action” = do you clearly say what to do?

Mobile test:

  • “Short paragraphs” = max 3 lines on phone
  • “Front-load value” = most important in first 2 lines
  • “Easy to scan” = can be read quickly

🚦 Interpreting results

12+ checkmarks = ✅ Publish

  • Content is ready
  • May need only minor polishing
  • Safe to publish

8-11 checkmarks = ⚠️ Fix

  • Good foundation, but needs improvements
  • Focus on unchecked points
  • Use “Lightning-fast fixes” section

<8 checkmarks = ❌ Rewrite

  • Content needs major rework
  • Start with: headline, first paragraph, CTA
  • Check again after changes

🔧 Fixes guide

Tone problems

“Too formal” – when writing to young/casual audience:

❌ "We wish to inform you about our offering"
✅ "We've got a great offer for you"

❌ "In order to obtain additional information"  
✅ "To learn more"

“Too informal” – when writing B2B/corporate:

❌ "Super cool stuff for your company"
✅ "Excellent opportunity for your organization"

❌ "You gotta check this out"
✅ "We encourage you to explore"

Safety problems

Controversial statements:

❌ "All other solutions are useless"
✅ "Our methodology offers additional benefits"

❌ "We guarantee 100% success"
✅ "Our clients often achieve significant results"

Claims without evidence:

❌ "Best on the market"
✅ "Recognized by experts" (+ provide source)

❌ "Scientifically proven"  
✅ "Research suggests" (+ provide source)

Engagement problems

Unclear target:

❌ "For everyone who wants success"
✅ "For startup founders who want to scale their team"

❌ "Universal solution"
✅ "For e-commerce stores with 10-50 products"

Features instead of benefits:

❌ "Has automatic backup function"
✅ "You'll never lose your data"

❌ "Uses AI and machine learning"
✅ "Saves 3 hours weekly on analysis"

Mobile problems

Too long paragraphs:

❌ "Our solution uses advanced artificial intelligence algorithms to automate business processes, which allows companies to achieve significant time savings and increase operational efficiency."

✅ "We automate your business processes with AI.

Result? 3 hours saved daily and higher team efficiency."

📊 How to fill Brand Profile

Brand Profile section (one-time)

Industry: Be specific

  • ✅ “SaaS for small businesses”
  • ✅ “E-commerce – women’s clothing”
  • ❌ “IT” (too general)

Tone: Based on setup

  • Corporation = formal, professional
  • Startup = dynamic, energetic
  • Expert = authoritative, educational
  • Friend = warm, personal

Words to avoid: 3-5 specific examples

  • “Innovative”, “revolutionary”, “unique” (overused)
  • Competitors use (e.g., “digital transformation” in IT)
  • Too technical for your customers

Words to always use: 3-5 brand phrases

  • Your value proposition words
  • Words your customers use
  • Brand differentiators

Your customers are: Specific description

  • ✅ “CFOs in 50-200 person companies, looking for savings”
  • ❌ “Business professionals” (too general)

🤖 When to use AI Backup

Use AI when:

  • ✅ You’re on the edge of 8-11 checkmarks
  • ✅ You’re unsure about tone
  • ✅ Content is something new (new product/service)
  • ✅ Writing for a new customer segment

SECURITY WARNING:

  • ❌ DON’T paste content with personal data into AI
  • ❌ DON’T paste confidential business information
  • ❌ DON’T paste financial/strategic data
  • ✅ Use only for public or general content

How to prepare the prompt:

  1. Replace brackets with your data
  2. Check for no sensitive info
  3. Paste into ChatGPT/Claude
  4. Compare with your own assessment

🎯 Best Practices

Daily use

Before publishing ALWAYS check:

  1. Safety first – could this harm the brand?
  2. Tone match – does this sound like us?
  3. Value for reader – what’s in it for the customer?
  4. Mobile friendly – can it be read on phone?

Team work

If working in a team:

  • Everyone uses the same Brand Profile
  • Regular profile review (quarterly)
  • New team member = go through manual
  • Major campaigns = double check by manager

Different content types

Social media posts:

  • Priority: Tone + Mobile
  • Safety usually OK
  • Engagement crucial

Email marketing:

  • Priority: Safety + Engagement
  • Tone important for retention
  • Mobile moderately important

Landing pages:

  • Everything equally important
  • Especially: Benefits vs Features
  • Clear CTA absolutely crucial

Blog/articles:

  • Expert tone often better than Friend
  • Safety most important (fact-checking)
  • Mobile increasingly important

🚨 Common Mistakes

❌ What NOT to do:

  1. Don’t check “just in case”
    • Better to be strict than lenient
    • False positive = weak content gets through
  2. Don’t ignore Safety
    • One controversial post can damage entire brand
    • When in doubt – don’t publish
  3. Don’t use for legal/medical content
    • Template doesn’t replace professional expertise
    • Compliance requires specialists
  4. Don’t publish without fixes at <12 checkmarks
    • “Good enough” = not good enough
    • Consistency requires discipline

✅ What to do:

  1. Be honest in assessment
    • If you’re not sure = don’t check
    • Better to rework content than regret
  2. Use priority order
    • Safety > Tone > Engagement > Mobile
    • If no time for everything – start with Safety
  3. Review Brand Profile regularly
    • Every 3 months check if still current
    • Business changes = Brand Profile changes too
  4. Track what works
    • Which content passes easily through checklist?
    • Learn to write with checklist in mind

📞 FAQ – Frequently Asked Questions

Q: Do I always need 12+ checkmarks? A: Yes, that’s the minimum for publishing. 11 is not enough – find what to improve.

Q: What if my industry doesn’t have ready examples? A: Use the closest one + adjust in Brand Profile. Principles are universal.

Q: Can I modify the checklist? A: Yes, but carefully. Better to adjust Brand Profile than checklist.

Q: How often to update Brand Profile? A: Quarterly or with major business changes (new target, pivot, etc.)

Q: What about content in other languages?
A: Principles are universal, but adjust “words to avoid/use” for the language.

Q: Is AI backup mandatory? A: No. Template itself is sufficient. AI is additional verification.

🎯 Summary – Mastery Checklist

Week 1: Setup

  • [ ] Duplicate template
  • [ ] Fill Express Setup
  • [ ] Fill Brand Profile
  • [ ] Test on 3 different pieces of content

Week 2-3: Practice

  • [ ] Use before every publication
  • [ ] Track which areas most often need fixes
  • [ ] Learn common fixes by heart

Month 1: Mastery

  • [ ] Checklist becomes automatic
  • [ ] Start writing with checklist in mind
  • [ ] See problems before checking

Quarter 1: Optimization

  • [ ] Review Brand Profile
  • [ ] Adjust based on practice learnings
  • [ ] Teach team if working in group

💡 Remember: Template is a tool, not a substitute for thinking. Always use your business judgment as final check.

Good luck building consistent brand voice! 🚀