Decisions, Not Descriptions
Second person or not. Apologise first or explain first. Exclamation marks or never. Each one is something you can answer yes or no about one sentence, which adjectives cannot settle.
Friendly but professional cannot settle an argument about a sentence. Two people read it and reach two conclusions.
Rules that decide things, examples that show the line, and a way to test what you already wrote.
Second person or not. Apologise first or explain first. Exclamation marks or never. Each one is something you can answer yes or no about one sentence, which adjectives cannot settle.
How we would say it and how we would not, written out. The contrast is the definition, and it survives being read by somebody who was not in the room when the rule was agreed.
Paste a draft against it and get back which rule it drifted on. A guide that never meets real copy stays theoretical, and real copy is where the disagreements happen.
Say how you want to come across, get something checkable.
Who you are talking to and how you want to land. Paste a few things you have written if they exist.
Rules come back with a contrasting pair under each, so every line has its own worked example.
Try it on something real straight away. Keep the guide so everyone works from the same copy of it.
Three things a voice guide cannot do on its own.
A guide nobody applies is a file in a folder. People write, the document does not, and the difference between a voice that holds and one that drifts is almost entirely whether anyone checks against it before publishing.
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Nothing visual and no naming happens here. Colours, type, logo direction and what the thing is called belong to the identity page on this site, and mixing the two conversations is how both end up half decided.
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Following every rule produces copy that sounds like you. It does not produce copy worth reading. Voice is a constraint rather than a standard, and a piece can be perfectly on voice and still dull, which no guide will catch for you.
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One guide everybody works from, held in one place, so a new writer and an agency and the person who wrote it are all reading the same version. Your AllyHub never starts from scratch again, so revising it gets faster every time.
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Teams whose writing does not match, people rewriting freelance copy, teams onboarding without documentation, and anyone briefing an agency.
Everyone writes well and nothing matches. There is no argument to have because nobody is wrong, which is precisely why it never gets fixed without something written down.
Freelance copy that arrives needing a rewrite is usually not bad copy. It is copy written to a brief that never said how to sound, so the rewrite is really a specification being written after the fact.
Onboarding somebody with nothing written down means they learn the voice by having work sent back. That is slow, discouraging, and teaches only the parts that happened to come up.
Handing an agency something to follow is the difference between two rounds and five. They are good at working to a spec and cannot invent one that only exists in your head.
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What it is, cost, testing drafts, visual branding, and sharing the guide.
Something that defines how your writing should sound. The distinction that decides whether it is useful is between a description and a rule, since only one of the two can settle whether a particular sentence belongs.
One voice guide, free. Longer guides, several sub-brands, and keeping one version everybody works from, come with the paid plans.
Yes, and doing it early is the point. Paste a draft against it and you get back which rule it drifted on, rule by rule, without a score attached, because a percentage would hide exactly the specifics you need.
No. Nothing visual and no naming happens here. Brand Identity Generator handles the identity, including type and palette, and the two work well in that order.
Most return a paragraph of adjectives that everyone nods at and nobody can apply. Here each rule is answerable about a specific sentence, comes with its own contrasting pair, and can be run against real copy the same afternoon.