Voice chart

What is voice chart?

A voice chart, sometimes called a voice matrix, is a simple two-column grid that defines brand voice through contrast, pairing each "we are" statement with its "we are not" counterpart. Writers and AI tools use it as a quick reference when deciding if a piece of copy fits the brand, since contrast is easier to apply than a list of abstract adjectives. A sharp voice chart captures the brand in five to ten pairs and gets pinned inside every writing tool.

Are: Warm, direct, quietly witty, clear, confident.

Are not: Cold, vague, sarcastic, jargon-heavy, pushy.

Why does voice chart matter?

Voice charts turn abstract voice guidelines into decisions a writer can make in the middle of a sentence. A rule like "be warm" leaves the writer guessing, while "warm, not overfamiliar" gives them a clear test to apply. The contrast format also surfaces disagreements on the brand team, since arguing over whether the brand is "witty" or "sarcastic" is easier than arguing over what "warm" means. A well-maintained chart becomes the single source of truth for voice questions.

How do you use voice chart?

1. Brainstorm five to ten adjectives that describe your brand, then pair each with the closest adjective that is not your brand to create the contrast.

2. Test each pair against real examples of your content, and refine any pair that lacks a clear exemplar in either column.

3. Store the chart in your Brivvy brand voice so every generated draft defaults to the same "are" behaviors and avoids the "are not" traps.