I. How we approach this
Most brand voice docs read like horoscopes. They use words like "approachable" and "confident" and somehow apply equally well to a yoga app and a B2B database. Ours don't. We write voice docs as a set of working examples — twenty before-and-afters drawn from your own copy, three forbidden phrases per pillar, a one-page cheat sheet for new hires, and an explicit list of things the brand will not say. The whole thing is roughly 30 pages of dense, opinionated reference, and you should be able to onboard a freelancer with it in an afternoon.