A Guided System to Define and Use Your Brand Voice
Your brand voice—defined and documented in hours, not weeks.
The Brand Voice Blueprint captures how you talk about your business and turns that 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 16+ years of B2B experience, this is the system I wish I had when I started. Get the same strategic process agencies charge thousands of $ for—yours for only $350. It's created for small business owners and solopreneurs 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'll then share these answers in a custom GPT 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 custom GPT will generate your final Brand Voice Blueprint. ​
The final Brand Voice Blueprint includes:
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Why People Choose Us
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What Our Brand Does
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Who We Serve
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Competitive Differentiators
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Mission Statement
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Vision Statement
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Brand Promise
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Values
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Positioning Statement
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Target Audience Summary
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Persona Snapshot
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Elevator Pitch (for conversations)
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Brand Pillars
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Messaging Themes
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One-Liner
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50-Worder "About"
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100-Worder "About"
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Tone Summary
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Voice Guardrails
Free bonus tool included!
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
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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
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Onboard freelancers, contractors, designers, or new team members faster
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Make faster copywriting decisions because your messaging themes are now defined
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Use AI to compare content you write to your Blueprint as a self-check exercise
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Stay grounded in what makes your business different
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Guide AI tools like ChatGPT to actually sound like you—how to sound, what to say (and what not to), because when AI knows the why behind your business, the output is even stronger. Just upload your Blueprint to the AI tool and include referring to it in your prompt. The free Blueprint In Action file includes prompts for you!
Here's what it ISN'T:
✖ Another blank template where you're left figuring out how to write things like a marketing professional. 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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✖ Another "tone tool" disguised as a brand voice guide. 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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✖ 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? ​​
Choose your Blueprint:
The Brand Voice Blueprint: Consultative
For businesses that need to explain their value
(Usually B2B, some B2C)
The Brand Voice Blueprint: Lifestyle
For businesses that need to express their personality
(B2C)
​✔ This is for you if:
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You sell services, education, or products that aren't self-explanatory—like financial planning, consulting, coaching, healthcare, home services, or technology
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Your customers need to understand what you do, why they should trust you, and how you're different before they buy
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You want your expertise and credibility to come through clearly in all your marketing
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You need consistent messaging whether it's coming from you, your team, or AI tools
​✔ This is for you if:
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You sell products people already understand—like candles, crafts, clothing, home decor, or food items
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Your customers choose you based on which brand they connect with most, not what you do/sell
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You want your authentic personality and story to shine through your marketing
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You need to stand out in a crowded market through character, not credentials
Need more support?
The Guided Blueprint ($1,750) includes everything in the DIY version plus:
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One round of expert review and feedback via email—includes review of answers to foundational questions and tone selections with guidance on clarifications, gaps, or other areas for refinement ​
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One final review of answers and tone info after you address/implement feedback, then you proceed to using the Custom GPT to create your voice guide
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Timeline: Complete questions at your own pace. Review and feedback delivered within 4 business days of submission.
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 16+ 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.