Should you include tone of voice in the guidelines?

Yes, in a few lines: how you greet, how you name the dish or the treatment, and what you do not promise. You do not need a personality chapter if the floor cannot use those lines on a Saturday. Copy three real WhatsApp messages and three captions. Underline what sounds like the venue and strike what sounds like an ad. The sheet asks for a warm tone and the automatic reply is corporate. The patient hears it in the first sentence. Half a page on the usage sheet: two model lines and two banned ones, next to the mark. Whoever covers the chat has them, not an essay.

Join our branding community

Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.