A voice guide: sufficiently detailed or concise for use
The question is not about how many pages to write, but how to write so that the typist truly opens up the search.
A voice guide does not need to be thick; it needs to be usable. Each principle should include templates before and after, and any part that cannot change the actual writing should be cut. A safe approach is to create two layers: a core page for busy people and a full document for those in charge.
- A small team that needs immediate use, where a non-professional writer uses a concise version with a template.
- multiple channels, many writers, premium brands requiring strict standards
- create two layers: a core page for the majority and comprehensive materials for the responsible parties
- create a thick manual that looks like a photo book but no one opens when writing seriously
- only listing adjectives but lacking examples, leaving the reader unsure how to write
There are beautifully printed voice guides, bound with hard covers, sitting on shelves, untouched. Conversely, there are cases of an A4 sheet taped next to the screen, used by the team every day. The issue is not about thickness but the question: does this document answer the real questions when the writer is working?
Two different objectives to distinguish.
A voice guide serves two user groups with different needs. Brand managers need to fully understand the reasons, origins, and exceptions. Daily content writers need to know right away: is this sentence correct or incorrect, which words to use, and which to avoid. If you only create one version for both, it often won't serve anyone well.
Factors to consider before deciding
- Who are the primary users. Internal staff who are not professional writers need more specific templates than theory. Agencies need to provide clear guidance for each channel. The brand manager needs in-depth materials to train newcomers.
- A guide for quick reference or training. These two purposes lead to two completely different structures.
- Number of channels and situations needing specific guidance. A brand with only one main channel requires fewer pages than a brand operating simultaneously across social media, email, website, and sales channels.
- Future update capability. Thick documents are prone to becoming outdated, and few people are willing to revise them. If you do not have a clear person in charge, a concise document is easier to maintain.
When to choose which direction
A concise version with templates is suitable when: the team is small, immediate implementation is needed, the writer is not a branding specialist, or the brand is still experimenting with its tone. A concise version does not mean cutting everything out, but rather retaining what can change writing behavior and removing what is merely declarative.
Full version is suitable when: multiple channels require separate guidelines, there is a department frequently training new staff, a premium brand needs strict standards, or multiple third parties (agencies, partners) need to reference the same source.
The guide needs to introduce the voice and the values of the voice, then provide practical and detailed support for content producers across each channel. The focus should be on applicability, not length.
Industry practice, tone of voice guidelines
How to make two layers
Layer one is a core page: summarizing the tone, three to five words to avoid, and a writing template for the main channel, concise enough to be taped next to the screen. Layer two is the complete document for the person in charge to reference when specific guidance is needed or when training new people.
Common mistakes when creating a handbook
- Only list adjectives, lacking examples. Writing "friendly, professional, approachable" without example sentences leaves the reader guessing. Providing examples before and after (for instance, showing incorrect writing next to correct writing) teaches faster than any description.
- No one-page summary. Busy people will skip all documents if there is no summary that can be referenced in thirty seconds.
- Writing for the brand manager, not for the typist: these two groups need different information in different formats.
- Beautiful design instead of usability. A nice layout, many illustrations, but when you need to look up a specific rule, it takes three minutes to find it.
Decision checklist
Topic: Should the voice guide be comprehensive or concise? Sinh Vũ guide, sinhvu.com
Tick each item that applies or that you can already answer, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Mailchimp Content Style Guide, Voice and Tone; Nielsen Norman Group, Four Dimensions of Tone of Voice.
Frequently asked questions
How many pages is a sufficient length for a voice guide?
There is no fixed number; the length depends on the number of channels and users. More important than length is that the core voice must be concise enough for the team to use immediately, while the rest is for reference when needed.
Do you need to hire an expert to write a voice guide or can you do it yourself?
You can do it yourself if you have a clear brand positioning and the writer understands the desired tone. The most common pitfall when doing it yourself is lacking templates before and after, leaving the reader unsure of how to write specifically. If the brand needs strict standards or has many writers, investing once to get it right is usually more cost-effective than continuous revisions.
If the team doesn't use the manual after it's completed, what is the reason?
Usually due to the manual being written for the brand manager to read, not for the person actually typing. A clear sign: if you open it and only see adjectives without specific examples, the team will read it and still guess. A one-page summary and writing samples for each channel are needed.
This article is for reference. The scope, pricing, and specific commitments of Sinh Vũ are detailed in the proposal and signed contract.