Sinh Vũ reviews the copy you already have, agrees the voice with people in the company, then writes a verbal guide and a library of sample lines. Writers on your team use the guide to write true to the brand, with fewer questions back.
4 steps · 3 approvals on your sidePick a step to see what Sinh Vũ does, what you decide and what you receive.
Step 01 · Strategy and direction
Step 02 · Strategy and direction
Step 03 · System and usage rules
Step 04 · Rollout
A beautiful logo with every department speaking in a different voice makes the brand feel disjointed to customers. A good slogan on its own is only a passing highlight. Staying power comes from consistency: story, slogan and voice all telling one message. Voice is the fixed personality, while tone is the dial you turn for each situation, so Sinh Vũ separates the two. You receive a set of language rules so new staff and partners write true to your brand.
Customers recognise the brand from the first word, without seeing the logo.
Language comes after strategy, because voice is how the positioning is said out loud. Until the positioning is agreed, the voice cannot be.
Part 1
Review the website, customer emails, social posts and sales materials, and point out what is consistent, what is off-voice and what is missing.
Where it driftsOn real, live copy
Part 2
Interview people in the company, agree the adjectives that describe the voice, each with guardrails, then write a five-part guide.
With guardrailsSaying what each adjective does not mean
Part 3
Write sample lines for the tasks you face most often, so content writers can use them straight away.
Ready to useEditable file
Add the two figures together for the real time from kickoff to handover. Your part follows the approval window of each step, so approving early shortens the schedule.
Having these ready keeps the project on schedule. If something is missing, Sinh Vũ can still start, and the handover date moves back accordingly.
Each item comes with its format and the job it does for you.
Freelance writers or outside providers read it and write in the right voice.
Write social posts, reply to messages and handle complaints in the right voice.
Editable file
Know which words to use and which to avoid before writing the first line.
See how the same sentence reads off-voice and on-voice.
Sign-off follows four points written down at the start of the project, not a feeling at the end.
On-voice writing from the guide alone
Your content writer can write an on-voice piece using only the guide, without having to ask.
A writer tests one piece
Before and after examples
Each adjective describing the voice has before and after examples, written with your real copy.
Examples on real copy
Limits for each voice trait
Each voice trait has limits, stating clearly what it does not mean.
Each trait checked
Voice approved before writing
The voice is approved first, then the guide is written. After that the guide is approved and the handover signed off.
Three approval gates
The tests Sinh Vũ runs before every design sign-off. Your files never leave your device.
The way of working on this page rests on principles from the Sinh Vũ craft doctrine. Open one to read the reasoning, its limits and when it fails.
Sinh Vũ quotes by the real scope of your company, fixed as a package once we have heard your needs, with no surprise fees along the way.
Paid once
Quoted by scope, fixed as a package once we have heard your needs.
A brand that needs to set its voice and story first.
2 weeks
Quoted by scope
Building or refreshing a brand, needing the full set.
3 weeks
Quoted by scope
A group with several brands that needs a consistent voice.
4 weeks
Quoted by scope
Not sure which tier fits? Talk for 5 minutes and Sinh Vũ will suggest one →
Verbal identity is how the brand speaks: the slogan and positioning line when they are in scope, the tone used when writing content, and the set of key message words repeated across channels. It answers how the brand sounds, not just how it looks. Brand naming is a separate item.
Visual identity is what customers see: logo, colours, layout. Verbal identity is what customers read and hear: how the company names its products, how it writes on the website, how it replies to messages. The two need to match for a consistent brand, but they are separate services.
You can absolutely do only the voice and slogan and keep the current name. Sinh Vũ assesses the existing name first, and if it still works we will not suggest changing it, to avoid disrupting something customers already know.
The result is a verbal guide and a library of sample lines, with the core message system and tone guidance so anyone in the company, including new hires, keeps the brand's voice when writing. A slogan is included when it is in the agreed scope. It applies to the website, social media, sales materials and internal communication.
People inside the company know the product too well to see the outside customer's view, and tend to write out of habit rather than what customers actually need to hear. Sinh Vũ brings an outside perspective and a method to test word choices before they are finalised.
All language materials, including the slogan and any new name, belong to your company once finished, with no obligation to keep working with Sinh Vũ. You can roll them out yourself or hand them to any other provider.
The workload differs hugely between writing a single tagline and building a whole naming and voice system for several product lines. Sinh Vũ quotes by the specific scope so you do not pay for parts you do not need.
The language work is handled by a team dedicated to content strategy and brand language, under the direction of the founder as creative director. It is not simple ad copywriting; it is tied closely to the brand's strategic positioning.
Send a few lines about what you need, and Sinh Vũ replies within the working day.