Three traits, three rules
A trait without a rule is just an adjective. Each trait below comes with the rule writers follow.
Make it taste good in words.
Short, warm and a little street-smart.
Honest about ingredients.
Where Thela 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 food and beverage startup writes.
The word list
Words we use
Words we avoid
Beverage shelves are crowded with blue and silver energy cans. Warm colours stand out. The way you write is the cheapest way to sound different.
Questions
What tone of voice suits a food and beverage brand?
For our sample brand Thela: tasty, warm, rooted. 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.
More for food and beverage founders
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.
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