How Accelity Writes Copy that Sounds Just Like Your Brand

When Accelity signs on a new client, our copy team has 6 weeks to sound like we've worked with them for years. That means we need to quickly understand the ins and outs of their business, industry, customers and communication style.

To make that happen, we follow a tight onboarding process that goes way beyond surface-level brand notes. We dig into buyer personas, conduct competitive research and SEO audits, and lead interactive workshops to uncover the voice, tone and brand story that makes each company unique.

This isn’t just helpful for us, it’s a valuable process for any business looking to tighten up their content strategy. Whether you’re B2B, B2B2C, B2G or B2NGO, aligning your brand’s voice and style across channels matters. 

Here's a look at how we do it—and what you can borrow for your own brand.

Brand personality and voice

Not every brand can, or should, say things like, “Our software is so crazy good, you’ll totally save a ton of time!” Your personality should match your audience’s expectations and your company’s goals.

Here’s how some example brand traits listed above translate into a brand writing style:

• Expert = Confident, not boastful. Prioritize clarity and insights over buzzwords.
  
• Bold = Direct and decisive. Don’t hedge. Take a stance.
  
• Precise = Cut the fluff. Say only what needs to be said.
  
• Trusted = Cite credible sources and ground opinions in industry facts.
  
• Innovative = Avoid the status quo. Focus on what’s next.

We’re not just looking to write in your voice—we want to embody your perspective. That means looking at how your team naturally speaks, what your audience responds to, and what role your brand plays in the market. Do you educate? Challenge the status quo? Reassure customers with a sense of stability? We shape your voice around what makes your brand stand out.

We also review your existing materials—website copy, social media, one-pagers, email campaigns—to identify inconsistencies and opportunities. And we work with your team to close the gaps.

From traits to tone: building your brand style

Once we land on brand traits, we translate them into a brand style guide—something every Accelity client walks away with. This isn’t a dry rules document; it’s a living, breathing reference our team and yours can use to write like one voice, across every channel.

Your guide covers things like:

• Tone of voice by channel (e.g., confident on LinkedIn, helpful in email nurture)
• Sentence structure and word choice
• What to say… and what not to
• Guidelines for formatting, punctuation and emojis (yes, we have rules for emojis)

We also share examples of "good, better, best" writing for your brand, so internal teams can understand how to apply the guide in real life.

Here’s an example of an awesome brand style guide from Firefox that covers visual and written brand—something we create for our clients too!

This brand style shows up everywhere—from your website copy to your outbound emails to your product descriptions. And the more consistent your voice, the more memorable your brand becomes.

How we uncover your messaging

Some companies come to us with a full brand book, audience research and content goals already defined. Others are still figuring out their value proposition. Either way, we meet you where you are.

Through facilitated workshops and interviews, we help companies:

• Identify their brand archetype
• Clarify their brand story and positioning
• Define and prioritize value propositions
• Create content pillars that shape their strategy

These aren’t off-the-shelf exercises. They’re guided by what your business needs. A startup trying to gain traction has different messaging priorities than a growth-stage company expanding into a new market. We adapt the process accordingly.

And while the outcomes are strategic, the process is creative and collaborative. We believe your team should walk away not just with deliverables, but with clarity. Knowing who you are, how you talk about your work and why it matters.

We get personal

As part of marketing a brand, we often write on behalf of individuals within the companies we support. (Personal brands are a huge growth opportunity and help generate trust.) Founders, executives, and subject matter experts need to show up consistently across channels. And we help make that happen.

We use a similar voice and style process to write for individuals:

• We review past writing, interviews or LinkedIn posts.
• We conduct a short voice activity to define tone, topics and takeaways.
• We map out goals for each content type (thought leadership, recruiting, brand building, etc.).

And most importantly, we listen. What someone wants to sound like and how they actually sound can be two different things. We align those pieces to make sure personal content feels authentic and aligned with the larger brand.

Copy that grows with your company

Your brand will evolve—and your voice should, too. We create documentation and systems that scale with you, so no matter who writes your content next quarter (or next year), they’ll sound like part of the team.

When it all comes together, your brand voice becomes more than just a marketing tool. It becomes a signal of who you are, what you believe, and how you work. It builds trust before you ever hop on a sales call. And it sets you apart in a crowded market.

At Accelity, we build that voice from the ground up, then bring it to life with content that gets results. That’s because great copy isn’t about writing more… it’s about saying the right thing, the right way, every time.

👋 Reach out to us here if you need help aligning your brand with your message.