Three traits, three rules
A trait without a rule is just an adjective. Each trait below comes with the rule writers follow.
Write like a friend with good taste.
Describe how it feels, not what it is made of.
Keep it short enough for a box flap.
Where Kindred Co. sits on three common voice scales.
Before and after
The fastest way to teach a voice is to rewrite real lines. Here are three moments every D2C startup writes.
The word list
Words we use
Words we avoid
Half the category uses sage green and beige. On a crowded feed, that blends straight in. The way you write is the cheapest way to sound different.
Questions
What tone of voice suits a D2C brand?
For our sample brand Kindred Co.: warm, crafted, giftable. Pick three traits that are true for you, each with a one-line rule.
How do I write a brand voice guide?
Choose three traits, write a rule for each, show before and after rewrites, and list words to use and avoid. One page is enough to start.
Where should brand voice show up first?
Your homepage headline, product messages like errors and confirmations, and your pitch deck titles.
Does Astitva define brand voice?
Yes. Astitva writes your tone of voice as part of your brand strategy and records it in your brand book. New accounts get 50 free credits.
Get your voice written down
Astitva writes your tone of voice as part of your brand strategy, then uses it in your brand book and pitch deck.
Start free with 50 credits