Voice work for B2B firms whose sales, marketing, and founder are saying three different things to the same buyer.
Brand voice is how the firm sounds when it talks. Tone, sentence shape, point of view, the words it uses and the ones it refuses. Read on a sales deck, a job post, or a founder note, the voice should land the same way.
Voice is downstream of positioning. If the position has not been settled, the voice will drift. If the position is sharp, the voice has something to defend.
Every voice engagement settles the same four attributes. Positioning sits underneath, archetype sets the pattern, personality picks up the traits, distinctiveness sharpens the edges.
The category claim, the buyer thesis, and the difference between the firm and the incumbent set the floor for how the brand sounds. A position that has not been settled produces a voice that cannot hold a line.
Hero, Sage, Outlaw, Creator, Caregiver. Twelve archetypal models that map to how a brand carries itself in its category. Pick one cleanly and the rest of the voice work tightens around it.
Confident, plain-spoken, sharp on detail. Personality is what the audience feels even when they do not notice the words. Built so the voice carries across surfaces: sales, marketing, founder, product copy.
Sentence shape, paragraph rhythm, point of view, the specific words the brand uses and the ones it refuses. The structural distance between this voice and the next one in the category.
Voice work runs as a defined engagement. Audit, foundations, principles, guidelines, training. The deliverables ship on the client platform so sales, marketing, and the founder can pull from a single source instead of building from memory.
Read everything the brand has shipped. Sales decks, founder posts, product copy, marketing surfaces. Map the gap between how the firm sounds now and how the position says it should sound.
Settle the four attributes. Positioning, archetype, personality, distinctiveness. Each one written so the team can repeat it back without checking the doc.
Translate the foundations into the rules the team writes against. Six to ten principles, each paired with an example of the rule applied and broken.
Ship the voice document. Worked examples for every surface the team writes against. The version that lives on the platform so the team can search, copy, and apply.
Walk the team through the voice once it ships. Sales, marketing, founder. Audit a writing sample from each so the principles get reps before the work goes out.
Four cases where the voice work shaped how the firm sold and how the market heard them. Each one settled the four attributes before the team wrote a single piece of customer-facing copy.
The Neuron built the most advanced global DOOH catalog network. The product was years ahead of competitors. The brand had to translate that lead.
AdImpact serves political campaigns, brand teams, and journalists at NBC, NYT, WSJ, Axios, and Politico. The brand had to match the rigor of the data.
JLL is one of the most prominent global real estate services firms. The brand work had to operate at the scale of the firm's largest property holders.
Audiohook helps brands buy podcast ads with real accountability. The brand had to bridge programmatic rigor with the warmth podcast media is built on.
Schedule a call to walk through the four attributes against your firm and what the voice work would look like end to end.
