# Module 50 — Voice & Tone

> **Frameworks:** Brand voice spectrum (formal <-> casual, serious <-> playful,
> distant <-> warm, conventional <-> irreverent) · Content-type tone matrix
>
> **Goal:** Codify the brand's verbal register precisely enough that two different
> writers produce copy that sounds like the same person. Voice is constant;
> tone shifts by context (home page vs. error message vs. proposal cover).

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## Raw

<!-- Verbatim quotes and examples from the interview.
     Collect actual copy samples the founder likes or hates. -->

### Copy the founder admires (from their own brand or others) — include the source

### Copy the founder dislikes or finds "wrong register" — what specifically is wrong?

### Words or phrases the brand uses all the time (even informally)

### Words or phrases the brand actively avoids

### How should the brand sound on: a sales page? an error message? a proposal?

### "We always…" / "We never…" statements about how the brand communicates

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## Synthesis

### Voice spectrum (mark the brand's position on each axis)

| Axis | 1 | 2 | 3 | 4 | 5 | Notes |
|---|---|---|---|---|---|---|
| Formal ←→ Casual | | | | | | |
| Serious ←→ Playful | | | | | | |
| Distant ←→ Warm | | | | | | |
| Conventional ←→ Irreverent | | | | | | |
| Minimal ←→ Expressive | | | | | | |

### Voice statement (one paragraph a writer can internalise)

### Tone matrix by content type

| Content type | Tone shift | Example phrase |
|---|---|---|
| Homepage headline | | |
| Case study / evidence | | |
| Proposal / commercial | | |
| Error / apology | | |
| Social / informal | | |

### The three things to check every draft against

1.
2.
3. ### Open questions / tensions with Module 40 Personality