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A free guide by Mariah Brunner ↗ INSTAGRAM ↗ TIKTOK

Find Your Brand Voice
With Eleven v4

My brand voice framework and the exact scripts, tags and templates I used to audition a voice for my new company, Avori.

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Every brand picks its colors, fonts and logo on purpose. Almost nobody picks what their brand sounds like. So for Avori's walkthroughs, onboarding videos and demos, I auditioned a voice with Eleven v4 from ElevenLabs.

Eleven v4 performs a script instead of just reading it. It picks up tone from how you write, you direct it with plain-English tags, and the voice stays the same across every take. Use Eleven v4 for anything you produce ahead of time, and Eleven v4 Turbo for real time, like a support agent.

Step 1: Decide What You're Listening For

Write down what your brand should sound like before you hear a single voice. Fill this in and keep it with your brand files.

Brand Voice Worksheet
BRAND VOICE: [BRAND NAME] Personality (3 words, each with its limit): [e.g. conversational], not [e.g. casual] [e.g. confident], not [e.g. cocky] [e.g. warm], not [e.g. sugary] Energy (1 = bedtime story, 10 = game show host): [e.g. 6] Pace: [e.g. steady for instructions, lifts for good news] Where it plays: [e.g. walkthroughs, onboarding, demos] Never sounds: [e.g. salesy, robotic, over-hyped] Languages: [e.g. English, Spanish] Winning voice: [fill in after Step 2] Tag vocabulary: [fill in after Step 3]
Step 2: Build Three Candidates

The easiest path is Voice Design in ElevenLabs: describe a voice in words and it creates a brand-new one that's yours. You can also browse the Voice Library's recommended voices, or clone a voice actor with their written permission (an Instant Voice Clone needs about 10 seconds of clean audio).

Write three descriptions that push in different directions, then have each candidate read the same script so you're comparing voices, not words.

Voice Design Template
Native [language and region]. [Gender], [age range]. Studio quality. Persona: [2 to 5 words]. Emotion: [2 to 3 adjectives]. [1 to 2 sentences on tone, pacing and delivery.] EXAMPLE Native American English, general accent. Female, early 30s. Studio quality. Persona: smart, friendly product guide. Emotion: warm, confident, calm. A clear mid-range voice at a steady, unhurried pace, with natural emphasis on key words and short pauses before anything important. TIPS Name the language first. Describe delivery, not only accent. Skip effects words like echo or reverb.
Step 3: Direct It Like A Voice Actor

Tags are directions in square brackets, right in your script. Some set the performance, like [calm and reassuring]. Others trigger a moment, like [laughs] or [whispers].

Pick a handful of tags as your brand's vocabulary and reuse them in every video. Here's a starter set plus two templates.

Tags + Script Templates
STARTER TAGS Welcome: [warm and conversational] Instructions: [clear and steady] Reassurance: [calm and reassuring] Good news: [slightly more energized] Humor: [dry and playful] Timing: [pause] [long pause] ONBOARDING (about 10 seconds) [warm and conversational] Welcome to [BRAND]. [slightly more energized] Let's build your first [THING]. [calm and reassuring] You can change any of this later. 15-SECOND AD [ironic] Nobody grows up dreaming about [BORING CATEGORY]. [marveling] And yet here we are, genuinely excited about [PRODUCT]. It's [BENEFIT]. It's [BENEFIT]. [honest] Low bar, we know. We cleared it anyway.
Step 4: Make It Production Ready
Step 5: Put It In Your Product

For a support agent or in-app assistant, Eleven v4 Turbo in ElevenAgents uses the same voice in real time, so your product sounds like your videos.

Reality check: commercial use needs a paid ElevenLabs plan, and only clone a voice you have permission to use.

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