StretchLearn Course

Make your brand sound like one recognizable person, not a committee

Define a distinct voice, build a messaging hierarchy, and ship a voice and tone guide writers actually use

Beginner9 hr 30 minSelf PacedRegistered

Course Overview

What this course is designed to develop

Most brands sound interchangeable because nobody ever decided how they should sound, so every writer guesses. This course gives you the exact tools the strongest brands use to fix that, including the Nielsen Norman Group four dimensions of tone, the Mailchimp this-not-that voice chart, April Dunford's positioning inputs, a House of Cards messaging hierarchy, and Geoffrey Moore's value proposition formula, with named tools and real before-and-after examples. You will finish with a defined three-trait voice, a one-page messaging hierarchy, a tone matrix for different situations, and a complete voice and tone guide ready to hand to writers, designers, and support agents.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Define a distinct brand voice as three to four ownable traits, each with do, don't, and example detail

Score and articulate tone across the four Nielsen Norman dimensions of funny, formal, respectful, and enthusiastic

Build a messaging hierarchy from a single value proposition down to pillars, proof points, and boilerplate

Write a value proposition using the Geoffrey Moore and Steve Blank XYZ formulas

Adapt one consistent voice into different tones for onboarding, errors, sales, and crisis situations

Codify everything into a practical voice and tone guide with word lists, examples, and a one-page cheat sheet

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Why Voice Is a Strategic Asset

Separate voice from tone, understand why a defined voice is worth real money in trust and consistency, and audit how your brand sounds today before changing a word.

3 lessons

Voice Versus Tone, and Why the Difference MattersContent · 45 min

Preview Enabled

The Business Case: What a Consistent Voice Is WorthContent · 45 min

LMS Access

Audit How You Sound TodayContent · 45 min

LMS Access

Module 2

Module 2: Define a Distinct Voice

Move from audit to a deliberate voice using the Nielsen Norman four dimensions, a three-trait personality model, and the Mailchimp this-not-that chart, with concrete word lists.

3 lessons

The Four Dimensions of Tone of VoiceContent · 50 min

LMS Access

Pick Three Ownable Voice TraitsContent · 50 min

LMS Access

The This-Not-That Voice ChartContent · 45 min

LMS Access

Module 3

Module 3: Build the Messaging Hierarchy

Construct the what you say layer on top of voice: a value proposition, a House of Cards message hierarchy, proof points, and a tight boilerplate, using named formulas.

3 lessons

Write a Value Proposition That Earns AttentionContent · 50 min

LMS Access

Structure Messages With the House of CardsContent · 50 min

LMS Access

Tagline, Boilerplate, and the Message MapContent · 45 min

LMS Access

Module 4

Module 4: Apply, Codify, and Govern the Voice

Turn a defined voice and message into a working system: a tone matrix for different situations, a complete voice and tone guide, rollout to your team, and metrics to keep it alive.

3 lessons

Build a Tone Matrix for Different SituationsContent · 50 min

LMS Access

Write the Voice and Tone GuideContent · 50 min

LMS Access

Roll Out, Govern, and Measure the VoiceContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

brand voicetone of voicemessaging hierarchyvalue propositionbrand messagingvoice and tone guidepositioningcontent strategy