Brand DNA Checklist & Tone of Voice Framework
The Brand DNA Checklist is a practical tool to define your brand identity, clarify your brand strategy, and create a consistent tone of voice across all communication channels.
Designed for founders, marketers, and consultants, this checklist helps you build a strong, recognizable brand before investing in design, eCommerce, or marketing campaigns.
What is the Brand DNA Checklist?
This downloadable checklist guides you step by step through the key elements of brand identity, helping you answer fundamental questions about who your brand is, what it stands for, and how it communicates with customers.
What’s included in the checklist
- Brand Purpose & Vision
Define why your brand exists, its mission, values, and long-term vision. - Brand Personality & Emotion
Identify the emotions your brand conveys (trust, confidence, interest) and define its personality as if it were a human being. - Customer Problem & Market Positioning
Clarify the customer pain point you solve and the market need your brand addresses. - Brand Uniqueness & Differentiation
Define what makes your brand different from competitors and why customers should choose you. - Brand Archetype
Use a symbolic animal to represent your brand’s instinct, character, and behaviour.
Tone of Voice Guidelines
Create a clear and consistent brand tone of voice that reflects your positioning and values.
- Website Tone of Voice – formal or informal, professional or friendly, expert or direct
- Social Media Communication – content guidelines, engagement rules, and customer replies
- Email Tone of Voice – templates, signatures, and customer service language
- Telephone & Customer Service – guidelines for voice communication and support
Brand Language & Style Rules
- Fonts and formatting guidelines
- Words and expressions to use
- Words and expressions to avoid
- Emoji usage rules for brand communication
Who this Brand DNA Checklist is for
- Brand founders and entrepreneurs
- Fashion, lifestyle, and luxury brands
- Marketing and communication teams
- Brand consultants and agencies
What you get
- Downloadable PDF Brand DNA Checklist
- Ready-to-use framework for brand workshops
- Clear structure to align brand identity, tone of voice, and marketing
Use this Brand DNA Checklist to build a consistent, authentic, and memorable brand — and communicate with clarity across every touchpoint.
Build a Strong, Consistent Brand — Starting Today
Stop guessing how your brand should look, sound, and communicate.
Use this Brand DNA & Tone of Voice Checklist to create a clear, professional brand foundation before investing in design, eCommerce, or marketing.
- ✔ Define your brand identity and positioning
- ✔ Align tone of voice across all channels
- ✔ Create clarity for your team, partners, and agencies
Instant download. Ready to use immediately.
Digital product · PDF format · No physical shipping