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About this tool
Turn four tone dials into a shareable brand voice guide with do and don't rules, word choices and reading-level targets.
Brand Voice Guideline Generator converts four tone settings into a written voice guide your writers can actually follow. It uses the Nielsen Norman Group four-dimension tone model — Formal vs Casual, Serious vs Funny, Respectful vs Irreverent, Matter-of-fact vs Enthusiastic — and turns each setting into concrete do and don't rules, preferred and banned wording, and readability targets such as average sentence length and Flesch-Kincaid grade. It is built for marketing leads, content designers and founders who need one agreed document before briefing freelancers or an agency.
Open Brand Voice Guideline Generator on AltFTool — it loads instantly in your browser.
Provide your input — an image, text, or data.
Let the tool analyze or generate the result.
Review, refine, and reuse the output wherever you need it.
Uses the NN/g four-dimension tone framework rather than invented personality labels.
Every dial produces testable do and don't lines a writer can check copy against.
Outputs a sentence-length and reading-grade target you can verify with any readability checker.
They are Formal vs Casual, Serious vs Funny, Respectful vs Irreverent, and Matter-of-fact vs Enthusiastic, defined by the Nielsen Norman Group in 2016. Any brand voice can be placed on all four at once, which is why describing a voice as simply "friendly" is not enough to guide a writer.
Most consumer-facing copy targets a US grade 7 to 9 reading level, which is roughly a 12 to 16 word average sentence. Technical, legal or professional audiences tolerate grade 12 to 13, and this tool moves the target inside that range as you shift the formality dial.
Keep it short enough to remember — 10 to 25 words is typical. A list that runs to hundreds of entries stops being a guideline and becomes a review bottleneck; put the rest into examples of good and bad copy instead.
No. Brand voice is constant — it is who you are. Tone shifts with the situation: the same brand should sound different in a payment failure message and a launch announcement. This guide sets the voice and flags the surfaces, such as errors and billing, where the tone must drop back to plain and serious.