What this tool does
A brand voice is easier to apply when it is broken into a few named traits with concrete examples. This generator produces voice descriptor rows, each containing an adjective, a one-sentence description of what that trait means for your brand, and a matched pair of do and don’t example lines. Together the rows form the voice-and-tone table that sits at the heart of most brand style guides.
Why the do/don’t format is essential
An adjective like “bold” or “warm” sounds clear but is actually ambiguous in practice. One writer reads “bold” as using strong claims; another reads it as using short, punchy sentences; a third reads it as being provocative. Without examples, the same word produces completely different writing styles across a team.
The do/don’t pair resolves ambiguity by showing the trait in action. A “bold” do example might read: “We built this so you don’t have to think twice.” The corresponding don’t: “We are pleased to offer a comprehensive solution designed to address your needs.” Both are confident, but only the first is actually bold. The contrast teaches the rule far more reliably than the adjective alone.
How it works
The tool stores a library of voice traits grouped under broad personalities such as playful, authoritative, warm, and minimal. When you generate, it selects a non-repeating set of traits, biased toward the base tone you chose, and attaches the description and do/don’t example bundled with each trait. Picking “surprise me” draws from the full library across all personalities. All processing happens locally in your browser; nothing is stored or sent anywhere.
Choosing how many descriptors
Most established brand style guides use three to four voice descriptors. Fewer than three produces a voice that feels under-defined; more than five creates contradictions or makes the guide too long to remember. Three is enough to rule out 90% of off-brand writing choices while remaining memorable for writers who need to internalise it. The tool generates up to four at once to help you find your shortlist.
Building tension between traits
The strongest brand voices have at least one pair of complementary traits that create a productive tension — something that prevents the voice from being one-note. Common pairings include:
- Confident + Honest — assertive but not arrogant; speaks plainly about limitations
- Playful + Precise — light tone with accurate, specific claims
- Warm + Direct — conversational but not meandering
Generating several batches and picking one trait from each can help surface these productive pairings.
Tips and examples
- Replace the generic example sentences with real copy from your product so writers see your actual context.
- Pair a softening trait with a strong one to avoid a flat voice. “Confident” reads better next to “approachable”.
- Keep the don’t examples realistic. The best contrasts are the mistakes your team actually makes.
- Review the table whenever you enter a new channel. A voice that works on a landing page may need adjustment in a support reply.