Hire many, write as one.

With a Brand Voice Handbook tailor-made for your growing marketing, customer service, and tech support teams.

Business is going well, and your customer service department is growing by the day. Not to mention the tech support and marketing teams, where you can hardly keep track of all the new faces. Unless your HR slows down, which it won't, you'll soon have to rent that second floor in your office building.

With so many people coming in and so little time to onboard them, how do you make sure that everyone who represents your company actually represents your company?

You hand them your Brand Voice Handbook that covers everything from company values to how to address a customer on Twitter.

Here's what sucks: hiring someone to write you a nice-looking document that has zero impact on your business.

Here's what sucks way less: investing in a spot-on, actionable guidebook that will:
  • Speed up the onboarding process of every new hire who will be in direct contact with your customers.
  • Serve your marketing team as a cornerstone of all inbound and outbound writing.
  • Bring clarity to the entire company about where you're heading and why.
So don't expect any universal truths like we always speak with customers with respect. As long as you have a keyboard, you don't need to hire anyone to write this.

“Could you be a little more specific about the contents of the handbook?”

Yes. The Brand Voice Handbook consists of three main chapters.
Chapter one
This is all about you and your customers. How have your products evolved? What value do you bring to the market? How do your customers feel about it? And who are they in the first place? This chapter serves as a cornerstone of your brand's tone of voice.

The questions this chapter answers include:
  • Who do you make your products for? Who's the typical or most desired customer?
  • Who's not your customer? What segment are you unlikely to enter?
  • What business verticals do you focus on?
  • On the customer side, who's the user of your products and who's the decision-maker in the buying process?
Chapter two
This builds on what we discovered in the previous part, providing your brand with a clear and followable vision, purpose, mission, and a set of values.

The questions this chapter answers include:
  • What mission are you on? What's the high-level motivator that drives your product and brand decisions?
  • What future do you envision for your brand, your market, or the entire world?
  • In one sentence, what do you do, and how do you do it?
  • How can we sum up your entire company in one crystal clear paragraph that will accompany your press releases, media articles, and social media profiles?
Chapter three
The result of all of the effort. It brings clarity and order to your everyday communication with customers. It gives your marketing, customer support, and even sales teams a set of guidelines that will help unify your brand language while respecting each team member's personality.

The questions this chapter answers include:
  • What are the correct ways to write your brand name?
  • What's your brand dictionary? Do you define yourself as a software development company or a technology startup? Do you have customers or clients? And do you address them by their first name or as Mr. Lastname?
  • Do you ever use emojis in customer communication? If yes, when and how?
  • On social media, do you reply as we, the company, or as I, a representative of the company?
  • How do you address a customer when replying to a negative review?
  • What impression do you want your audience to take from your communication? Are you a disruptive brand with an edgy and direct style like Ghost? Or is Basecamp's open and friendly style more suitable for where you want to go?

Why should I do it?

Because I've already done it. I've been in the copywriting business since 2009, and some people think I'm not bad at it.

“The way I see it, Filip has mastered copywriting. He can immediately adapt to the tone of voice that each particular project needs, his copy has the necessary drive, and it's just great to read. Thanks to our cooperation with Filip, we're successfully building the awareness of our two brands, SWCSummit and UP21, around Europe. Apart from two intense six-month communication campaigns, we've been working together on content for both online and offline media for the past three years.”

Jan Kriz, Chief Marketing Officer at UP21
“If the copywriter’s performance was described as in cars Filip would be a reliable V12. He knows how to work fast, precisely and to make it fun at the same time. His skills and knowledge in the field of digital copywriting are uniquely supplemented by his ability to work both in Czech and in English.”

Karolina Belohlavkova, Creative Director at J. Walter Thompson Prague

This is how things will unfold when we work together

On day one, you'll hate me for asking dozens of questions.
I need to know everything. We'll kick off with an in-depth questionnaire and dig deeper into your answers on an hour-long call.
On day seven, you'll hopefully stop hating me once you see the first draft.
This draft covers the foundation of the Brand Voice Handbook: everything about your customers and your newly defined or updated company vision, purpose, mission, and a set of values. This is also the time for you to make the first round of comments.
On day fourteen, you might even start thinking this wasn't such a bad idea.
You get a revised first part of the handbook and the first draft of its most important part: the communication guidelines for your teams.
Between day twenty-one and thirty, we're done.
The entire handbook has undergone two rounds of comments on your side and two rounds of adjustments on my side. Both you and I are satisfied with the outcome, my editors have polished every single word in it, and my or your designer has done their magic to dress the document in your company's visual identity. You're now ready to start handing the Brand Voice Handbook out to your staff.
Got more questions?

Here are a few answers you might find useful. Or, let's talk! You can reach me at filip@malypetr.com.

How long does it take to create the handbook?

What we'll create together will define your company's written and spoken communication in the years to come, so it wouldn't be wise to rush this. That said, it's also not a good idea to let the project drag on for months and lose focus along the way.
A reasonable timeframe from start to handover is 3 – 4 weeks. To get a more precise time estimate, just ask.

How much does it cost?

The Brand Voice Handbook comes with a price tag of €2690. When you're ready to start, I'll send you a purchase link that works with PayPal and all major credit cards.

Can you send us a few handbooks you've done?

I'd love to, but I can't. The handbook is an internal document, and I always treat it as such. However, I can tell you that companies like Freshlabels, Realpad, Circlle, and Fakturoid have got one from me.


Do we have a match? Then let’s talk. I’m happy to answer your questions, share my availability, and discuss your project details at filip@malypetr.com.
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