How to match your client's brand voice in four steps

Executive overview

Copywriters struggle to replicate a client's voice without a systematic approach. Collect raw, unedited copy from the client, measure it with objective tools, analyse its stylistic patterns, then build a personal cheat sheet.

Capturing authentic, unedited client writing is the foundation of every other step.

The four-step process

1. Collect 3–5 pieces of copy written directly by the client — not by a hired copywriter. Podcasts work well; they're less edited and more authentic.
2. Measure the copy using three tools: Analyze My Writing (word/sentence length, punctuation), Hemingway App (reading grade level), Tone Analyzer (which sentences carry which tones).
3. Analyse for style, language, content, and context — note use of colour, italics, underlining, emojis, cursing, and punctuation.
4. Build a cheat sheet (a simple Google Doc) with keywords, phrases, pop culture references, and guidelines to reference while writing.