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 doesn't need to be thick; it needs to be practical. Each principle should include examples before and after, and any part that cannot change its writing style should be cut. The safest approach is to create two layers: a core page for busy people and a comprehensive 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
Sinh Vũ sees many cases where beautifully printed voice guidelines are bound and placed on a shelf, untouched. Conversely, there are cases of a simple A4 sheet taped next to a screen, used by the team every day. The issue lies not in the thickness but in the question: does this document answer the real questions when the writer is working?
Two different objectives to distinguish.
The voice guide serves two user groups with different needs. The brand manager needs to fully understand the reasons, origins, and exceptions. The daily content writer needs to know immediately: is this sentence correct or incorrect, which words to use, and which to avoid. If you only create one version to serve 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 Thick documents can become outdated easily, and few people are willing to revise them. If you don't have a clear person in charge, concise documents are easier to maintain.
When to choose which direction
Concise version with samples: Suitable when: the team is small (under ten people), needs to implement immediately, the writer is not a branding expert, or the brand is still experimenting with its voice. A concise version does not mean cutting everything, but 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
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.
- Make it beautiful instead of functional. A beautiful layout, many illustrative images, but when you need to look up a specific rule, it takes three minutes to find it.
The viewpoint of Sinh Vũ
Sinh Vũ does not set a page count when creating a voice manual. The question Sinh Vũ always asks beforehand is: at what stage will your team open this document, and what do they need to know in one minute? That answer shapes the structure before writing a single word.
Sinh Vũ typically works in two layers. Layer one: a core page that captures the voice, three to five words to avoid, and a writing sample for the main channel. Layer two: comprehensive documentation for the responsible person to reference when needing guidance on specific situations or training new staff. The core part is always concise enough to stick next to the screen for immediate use, while the thicker part is available for new questions.
Decision checklist
Topic: Should the voice guide be comprehensive or concise? Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, 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 common range in the industry is from 30 to 80 pages depending on the number of channels and users. More important than length is that the core voice section should be concise enough for the team to use immediately, with the rest available for reference when needed.
Do I need to hire an expert to write the tone of voice guide or can I do it myself?
You can do it yourself if you have clear brand positioning and the writer understands the desired tone. The most fragile point when doing it yourself is the lack of templates before and after, leaving the reader unsure of how to write specifically. If the brand needs strict standards or multiple writers are involved, investing once to get it right will be 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.