Should you include tone of voice in the guidelines?

Yes, if it fits on the same sheet: three lines you would say while setting down the coffee and three you would not. A chapter on tone is unnecessary if the team is not going to open it.

Write to us. A quote with no commitment.

Note how you actually greet people at the first coffee and at the last drink. The paper says a warm manner and at the bar the reply is rushed, and the review notices. Those six lines beside the mark, on the page the shift can read.

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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.