Style Guides & Brand Voice Guides

A style guide can be as simple as a list of how your client uses vocabulary, dashes, and sources. Or it can be more involved — covering mission statements, color and graphic usage, brand voice, and more. Either way, having one makes your job as a freelancer so much easier, and offering to create one for a client is a great add-on service.

Here you'll find everything you need to understand, create, and deliver style guides and brand voice guides for yourself or your clients.

→ Style Guide & Brand Voice Guide Examples → Brand Voice Guide Workbook & Template (Notion)

What to include in a style guide

Use this as a checklist when building a style guide for yourself or a client. Not every section will apply to every project — use your judgment.

Tone and Voice → Define the overall tone (professional, friendly, conversational, etc.) → Provide examples of appropriate language → Clarify the intended audience

Brand Messaging → Outline key brand messages and values → Specify how those messages should show up in the writing

Language and Grammar → Guidelines for grammar, punctuation, and spelling → Preferred style (American vs. British English, etc.) → A list of commonly confused words or phrases to avoid

Formatting and Structure → Preferred content length → How to use headings, subheadings, and bullet points → Guidelines for paragraph length and structure

Keywords and SEO → How to incorporate keywords without stuffing → Preferred keyword placement → Notes on natural language and readability

Product or Service Information (if applicable) → Essential details to include (features, specs, dimensions, etc.) → How to highlight unique selling points

Visuals and Links → How to incorporate images or videos → Guidelines for linking to relevant pages

Consistency → Examples of consistent language usage and formatting across all content

Legal and Ethical Considerations → Guidelines for avoiding false or misleading claims → Any legal requirements (affiliate disclosures, ad compliance, etc.)

Review Process → How edits and revisions will be handled → How the freelancer can get clarification or feedback

Examples → A selection of well-written pieces that reflect the style guide in action

Revision History → A log of updates so everyone stays on the same page over time

How to create a brand voice guide

A brand voice guide goes a little deeper than a style guide — it captures the why behind how a brand communicates, not just the rules. You can find full examples and a workbook template at the links above.

If you or your client are short on time, start with the mini version below.

Mini Brand Voice Guide

Crunched for time? Answer these 10 questions and you'll have everything you need to write in a consistent, on-brand voice.

What personal belief drives your brand?

• What do you spend time worrying or talking about?
• What lights you up?
• What do you wish more people understood?

What defining moment made this belief important to you?

• A challenge, lesson, or realization that shaped your perspective.
• A specific story that illustrates this belief in action.

How does this belief show up in your business?

In your products, team, customer interactions, services, business structure, and decision-making.

What are your brand’s non-negotiable values?

Identify core values that shape everything you do.

What problem(s) is your brand fighting against?

• List 3 frustrations or industry misconceptions you aim to challenge.
• What makes you angry when you see it?

What transformation does your brand create?

List you want to see in your industry or customers’ lives.

⚡️ Not sure how to answer this? The Target Audience exercise in the Find Your Niche Workbook might help 😉

Who is your ideal client/customer?

• Their values, fears, and challenges.
• What are they struggling with, and what do they desire most?

What unique solution does your brand provide?

How does your brand help customers go from ___ to ___ ?

What words and phrases define your brand’s voice?

• Make a list of 10 key terms.

⚡️ Pro Tip: Collect words throughout your day for a week or two OR ask family & friends which words & phrases you frequently use.

How do you want your audience to feel when they engage with your brand?

Choose at least 4 adjectives that describe your brand’s tone and influence on your customers.

Which of these archetypes feels most like your brand?

→ ARCHETYPES ←

You can pick up to 3 – but I'd recommend narrowing it down to just 1 if possible!