His master’s
(brand) voice?

It’s a truth universally acknowledged by copywriters
that from time to time, clients are going to pin you down
and force you to explain exactly why all your bon mots
and snappy headlines are working so well for them.

Sometimes, you’re going to have to give up a few trade secrets to help them
define exactly what it is that makes their brand sound so, well, on-brand.
Occasionally, you’ll even get to put yourself out of a job, with brand voice
guidelines that *whisper it* help OTHER PEOPLE do the writing instead.

Here’s a few I made earlier, including the ‘rules of the house’ for
Harvey Nichols’ award-winning ‘Pleasurama’ packaging and instore
concept, along with Signature whisky, Dr. Oetker, and Enfamil.