Brand voice guide example for a small business
This is a brand voice guide example, exactly as our generator produces it. The business shown, Evergreen & Oak Landscaping, is fictional, but the structure and the honesty markers are what you get for your own business.
It is the shortest doc in the bundle, and one of the most useful. Without it, an AI drafts customer emails in generic corporate voice. With it, drafts sound like the owner actually wrote them.
07 — Brand & Voice
How we sound
Friendly, plain, and like we know what we're doing. Short sentences. No jargon a homeowner wouldn't use themselves. [VERIFIED: 2026-07-12]
Voice examples (paste-ins)
"Hi Karen, we walked the yard this morning. Two of the arborvitae by the fence didn't make it through winter, so I priced out replacements two ways for you."
What we never say
- "We are reaching out to circle back"
- "Your business is important to us"
- Anything that sounds like a franchise call center script
What we'd never sound like
We never sound like a franchise call center reading from a script. We sound like Dana, standing in the yard, telling you what she actually sees.
Tone by audience
- Homeowners: Warm and specific. Name the plants, name the spot in the yard, skip the small talk.
- HOA boards: Slightly more formal. Lead with the numbers, then the reasoning.
- Internal (crew / vendors): Short and direct. No pleasantries needed, just the job.
Style guardrails (apply to every AI draft)
- No em dashes.
- No exclamation marks unless the customer used one first.
- No corporate filler: synergize, leverage, optimize, robust, unlock.
- Plain words over fancy ones.
- Always name the specific plants or area of the yard, never "your landscaping." [UNVERIFIED: inferred from business type — confirm this is the right default guardrail]
Last updated: 2026-07-12
What is a brand voice doc?
A brand voice doc tells your AI how you sound: the words you use, the words you never use, and how the tone shifts depending on who you are writing to. It is short by design, usually under 800 words, so your AI can hold the whole thing in mind while drafting.
This is what keeps AI-written emails, quotes, and posts from reading like a robot wrote them. Ours is generated from a two-minute questionnaire at /start, free to start.
Questions
About this sample.
Is Evergreen & Oak a real business?
No, it is fictional. Using a made-up business lets us show a complete, unredacted document. The structure and honesty markers match what the generator produces for a real business.
Why is the brand voice doc so short?
On purpose. It is meant to be held in full by an AI while drafting, so it stays under 800 words. Every section still matters: what you say, what you never say, and how tone shifts by audience.
What if I do not know how to describe my own voice?
The questionnaire asks for one real example you already wrote and felt good about. That one pasted-in sentence teaches the AI more than any adjective list, and it is the single biggest lever in this doc.
What are the [VERIFIED] and [UNVERIFIED] tags?
Honesty markers. Facts you confirmed get a dated [VERIFIED] tag, inferences get [UNVERIFIED], and real gaps get [NEEDS CLARIFICATION]. Your AI treats them differently, so it asks instead of guessing.
How do I get one for my business?
Answer about six questions at /start. The generator writes your brand voice doc along with the rest of your knowledge base in one pass. Starting is free and takes about two minutes.
Get a Brand & Voice written for you.
Answer a few questions and the generator writes yours, with your details instead of a fictional business. Free to start.