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Start defining how your brand sounds in just 5 minutes - Free Tone of Voice Starter Guide

A Guided System to Define and Use Your Brand Voice

Your brand voice—defined and documented in hours, not weeks.

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The Brand Voice Blueprint captures how you talk about your business and uses it to turn it into a ready-to-use messaging system—so you can sound consistent, confident, and unmistakably you.

Here's how it works:

Created by a marketer with 20 years of B2B experience, this is the system I wish I had when I started. Get the same strategic process agencies charge $3-10K+ for—yours for only $199. It's created for small business owners who aren't quite ready for agency support (or pricing) but need agency-level voice strategy. Here’s how it works:


1) You'll answer 17 foundational questions via Jotform about your brand where you'll naturally talk about what you do, who you serve, and why you do what you do.

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2) You will use the answers to these questions in a CustomGPT where you'll choose tone traits, identify where you fall on tone spectrums (e.g. casual vs formal, serious vs playful), and other style preferences. 

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3) The CustomGPT will generate the components for your final Brand Voice Blueprint. Share this with your team (especially new members), your copywriters, your designers, freelancers, or just for yourself to reference anytime you’re creating brand content.​

The final Brand Voice Blueprint includes:

  • Why People Choose Us

  • What Our Brand Does

  • Who We Serve

  • Competitive Differentiators

  • Mission Statement

  • Vision Statement

  • Brand Promise

  • Values

  • Positioning Statement

  • Target Audience Summary

  • Persona Snapshot

  • Elevator Pitch (for conversations)

  • Brand Pillars

  • Messaging Themes

  • One-Liner

  • 50-Worder "About"

  • 100-Worder "About"

  • Tone Summary

  • Voice Guardrails

Free bonus tool included!

Cover page to The Blueprint in Action

Also included with this toolkit is The Brand Voice in Action. This step-by-step guide shows you exactly how to apply your Brand Voice Blueprint to your content, your team, and your AI tools so your brand sounds clear and consistent everywhere. This includes:

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  • A simple content audit process to check your website, emails, and social posts

  • 18 ready-to-use ChatGPT prompts for creating consistent, on-brand content, including prompts for repurposing content, writing headlines, handling customer support, and more

How you'll use it once it's done:

How do people use their Blueprint? Whether you're a solo founder or growing a team, this becomes your go-to reference to:

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  • Write consistent content across your website, emails, and social media

  • Guide AI tools like ChatGPT to actually sound like you

  • Onboard freelancers, contractors, or team members faster

  • Give feedback more easily when content or messaging feels off

  • Make faster marketing decisions (because your brand voice is already defined)

  • Stay grounded in what makes your business different—especially when things get noisy

​💡Curious what the Brand Voice Blueprint actually creates?

See sample Foundational Questions, the Final Blueprint, and sample outputs from the Blueprint in Action for a fictional brand, Nest Financial Planning. View example >>

Here's what it ISN'T:

❌This isn't a blank template where you stare at empty boxes wondering what to write. You won't be crafting your own mission statement, elevator pitch, or trying to figure out how to describe your brand pillars from scratch.

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❌This isn't another "tone tool" disguised as a brand voice guide. Everyone wants to sound "friendly and professional"—that doesn't differentiate you from anyone else. While TBVB includes a comprehensive tone exercise, tone is just one small part of your overall brand voice. We build your complete strategic framework—positioning, messaging themes, brand pillars, competitive differentiators, and your tone spectrum. Most tools stop at tone because it's easier, but tone without strategic context is just a list of personality words that only impact how you sound, not what you say.

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❌This isn't a content analysis tool that reviews your existing marketing materials and creates your voice based on that. What if your current content is inconsistent or not reflective of how you truly want to sound? This builds your brand voice foundation from the ground up based on how you naturally talk about your business.

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❌This isn't something that requires marketing expertise or copywriting skills. You don't need to know the difference between positioning and messaging, or understand branding terminology. The system handles the strategic framework—you just need to know your business well enough to have a conversation about it.

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If you're looking for someone else to rewrite your website copy or audit your current content for you, this isn't the right tool (though it will equip you with the guidelines and audit process to do this work yourself). But if you want professional brand voice guidelines that you can actually use to make all your future content sound consistently like you, you've found it.

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Not sure WHAT a brand voice is?

Or why you should have a formalized, guiding document (like The Blueprint)?

Here's the answer >>

Why this exists:

​Most small business owners can recognize their brand's personality when they see it, but they can't create the strategic framework or write in that voice consistently. They know they want to sound "approachable but expert" but have no idea how to craft a mission statement, positioning, or messaging themes that actually achieve that. Adding to that, many teams don’t have a brand strategist or copywriter on staff (and some don't even have a full-time marketer).

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There's a massive gap between recognizing good brand voice and creating it. Business owners aren't copywriters or brand strategists. They shouldn't have to be. The Blueprint can help fill this gap.

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👋About the Creator

I'm Sarah Varner, a B2B marketing strategist with 20+ years of experience, including 15 years leading marketing for a $20M+ event portfolio. I created The Brand Voice Blueprint because I’ve been in the trenches—writing copy, building campaigns, and trying to get everyone from sales and operations to designers to sound like the same brand.

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I’m passionate about messaging and tone, and this product is my way of helping teams get clear and consistent—without needing to hire an agency or spend agency level money.

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I also run a B2B marketing consultancy, esvee marketing, where I work hands-on with clients who want custom, done-for-you support. The Brand Voice Blueprint is for the teams and founders who aren’t ready for that level of engagement but still want a professional brand voice guide and are willing to put in the work themselves.

Who's it for

Who's it for?

✔ This is for you if:

  • You sell services, education, or products that aren’t self-explanatory—like financial planning, consulting, coaching, healthcare, home services, or technology—and your voice helps build trust

  • You want your marketing to sound clear and consistent—whether it’s coming from you, your team, or AI

  • You’re tired of content that feels off-brand or too generic

  • You’ve got freelancers, contractors, or tools that help you write, but no central voice guide to keep things consistent

 

❌ It’s probably not for you if:

  • You’re looking for a done-for-you, fully customized branding service

  • You sell primarily through impulse-based or trend-driven content and don’t need long-term message clarity

  • You’re not willing to spend time reflecting on what makes your brand different or meaningful

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The Blueprint is simple, self-serve, and will help your brand to sound like you, consistently, across every platform.

Ready to get your Brand Voice Blueprint?

The Brand Voice Blueprint Toolkit gives you everything you need to finally feel confident and consistent when talking about your business.

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  • A What to Expect Guide to walk you through the entire process.

  • A foundational questionnaire (Jotform) to capture your key brand inputs.

  • A CustomGPT link that turns your answers into a complete Brand Voice Blueprint you can copy and paste into your preferred document or template.

  • Bonus Blueprint in Action guide

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One-time purchase: $199

Optimized for GPT-5. Also verified on GPT-4.0. Works in ChatGPT Free or Plus.; Plus/Team recommended for longer sessions.​​

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Your marketing gets easier when your brand voice is clear. Start building yours now.

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Instant access. Self-paced. Built for small businesses like yours.

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