Writing · 12 JUN 2026 · 6 min read
Training a brand voice that survives three writers
Voice guidelines fail at the third writer. Here is what held up in
testing.
testing.
Guidelines are not instructions
An adjective list — ‘warm, confident, never salesy’ — produces three different voices from three
writers. Example pairs of rewritten sentences produce one.
writers. Example pairs of rewritten sentences produce one.
What we changed
Twenty before-and-after sentence pairs outperformed a two-page style guide in every tool tested,
including the ones with dedicated brand voice training.
including the ones with dedicated brand voice training.