Overview 

This is a guide to help you create a brand voice guide for your campaign to use. 

In this guide, you will find:

• A brief overview of what brand voice is
• An example of a brand voice guide
• A template you can use to create your own voice guide 

Built by: DigiDems

What is Brand Voice

Successful campaigns clearly communicate the values, vision, and plans of the candidate 

in a voice that is real, relevant, and resonant. Brand voice is what makes your campaign memorable and distinct.

Brand voice is an articulation of this core message across your platforms. Brand voice is how your campaign expresses who you are and makes that feel knowable to key audiences (press, constituents etc.). It’s how to connect with key voters. It’s how you motivate your supporters.

Brand voice answers the questions:

• Why is the candidate running? 
• Why should someone believe this candidate’s values are genuine? What past actions demonstrate this? 
• Can the candidate connect that value, implicitly or explicitly, to the future?