Tone, Dos & Don'ts

Tone and guidelines define the creative boundaries for every creator on your brief. Clear guidance here reduces revision rounds and ensures output stays on brand.

Tone of voice

Describe how the brand should sound. Use adjectives and real examples where possible. 'Confident but not aggressive', 'friendly and casual, not corporate', 'educational without being dry' are all useful directions. Avoid abstract terms like 'authentic' or 'innovative' without further context.

Dos

List the elements you want creators to include or behaviors you want them to demonstrate. Examples:

• Show the product in real, everyday use
• Mention the specific discount code or offer
• Include the app store badge or download CTA at the end
• Use the brand name at least once on screen

Don'ts

List what creators should never do or say. Be explicit. Examples:

• Do not compare to or name competitors
• Do not make health or medical claims
• Do not show alcohol or tobacco products
• Do not use copyrighted music outside the approved list