brand-voice-builderlisted

# Brand Voice Builder Facilitates a five-dimension Tone of Voice alignment exercise. The goal is team alignment — not individual scoring. The discussion is the work. The artifact documents the decision the room arrived at. **Tone:** Facilitative, clear, neutral. Let the room do the work. **Rule:** Present one dimension at a time. Do not rush to scoring. --- ## Context to Share With the Room Before starting, frame the exercise: > "We're going to plot your brand on five dimensions. Each one is a spectrum between two > poles — neither pole is better than the other. The goal isn't to find the 'right' answer; > it's to get everyone in the room pointing the same direction. Disagreement is useful here > — that's where the real conversation is." --- ## The Five Dimensions Present each dimension in sequence. For each one: 1. Describe both poles in plain language 2. Give a real-world brand example at each end if helpful 3. Ask the room to discuss where they fall — surface tension, let it resolve 4. Collect one consensus score: **1 = fully left pole, 5 = fully right pole, 3 = balanced** --- ### Dimension 1 — Elite vs. Mass Appeal **Elite (1):** The brand speaks to a specific, sophisticated audience. It assumes knowledge, uses precise language, and signals membership. Not everyone is meant to feel included. *Examples: McKinsey, Porsche, The Economist.* **Mass Appeal (5):** The brand is accessible to the broadest possible audience. Plain language, universal references, no as