Tone of Voice Guide
Client: Kindred Method LLC
Audience: The owner-operator of Kindred Method, Kayla, and anyone who will write copy for her in the future.
Challenge: Make a document that any copywriter could read and then successfully write in Kindred Method’s voice. Help Kayla narrow her marketing focus by writing out her brand’s mission, vision, purpose, audience, and unique selling point.
Strategy: To make Kindred Method’s voice true to Kayla but still relatable to her target audience. In many ways, she is the polar opposite of a large section of her client base so this was a fantastic puzzle. I found the commonalities and ways to express her edgy inclusiveness with the more conservative vibe of her clients. They have a shared enemy in Corporate America, a disdain for sales-y fluff, and a deep respect for hard work. The “Don’t Use” wording section at the end will be very important for future copy to avoid alienating her clients.
