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Brand OS Portal

How to check if copy sounds like your brand.

Four quick tests tell you if a text sounds like your company or like anyone. You need ten minutes.

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To check if copy sounds like your brand, run four tests: read it aloud, swap in a competitor name, check the words against your lists, and check every fact.

If it fails any test, edit the line, not the whole text. Write the fix down so the next writer does not repeat it.

By Vedran Obradović · Updated 7 November 2026

The whole Brand OS Portal in two minutesFilm A. Sound on.
Hear me explain Voice CheckA short video. I show it on a real brand.

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The 4 tests, in order.

Do them in this order. Each one is fast.

Test 1

Read it aloud

Would a person in your company say this out loud? If you stumble or wince, the line is off voice.

Test 2

Swap the name

Put a competitor name in place of yours. If the text still works, it is too generic. Add something your competitors cannot say.

Test 3

Check your lists

Look for words on your never use list. Look for your voice words. Do they show up in the feel of the text?

Test 4

Check the facts

Each number, name and promise must be on the approved facts list.

The lists come from your brand voice guidelines. If you do not have them, start with three voice words and a never use list.

Ten warning signs that copy is off voice.

If you see three or more, edit before you post.

  • Big empty words like innovative, world-class, seamless, cutting-edge
  • We are excited to announce as the opening line
  • Long sentences with three ideas inside
  • No number where a number would help
  • Passive voice hiding who did what
  • Hype marks, many exclamation marks
  • Wrong stance, for example loud when you are calm
  • Claims nobody can prove
  • Same text could fit any company
  • Words your customers never use
Voice Check in a Brand OS Portal, a draft checked against the brand voice
Voice Check in a Brand OS Portal: words checked against the brand voice.

Free tool

See how AI describes you today.

Many drafts now start with AI. Type your company name and website. You see how AI tools describe you, and what to fix next. It is free.

Open the full tool: AI Mirror

Copy this 10 minute voice review.

Paste it under a draft in a doc or a chat. One reviewer, ten minutes.

Voice review note
VOICE REVIEW - [title of piece] - [date]
Reviewer: [name]

1. Read aloud: [pass / lines to fix: ...]
2. Swap test (put a competitor in): [pass / too generic at: ...]
3. Words: never-use words found: [list or none]
4. Facts: each number or claim is on the approved list: [yes / no, which: ...]
5. Stance: it sounds [calm / direct / warm]. Our voice is [word, word, word]: [match / not a match]

Fix list (max 5 lines):
- [line] -> [better line]

Decision: [publish / small edit / rewrite]

For the bigger picture before you post, see the pre publish brand review checklist.

Brand OS Portal

Get 3 templates in your brand. Free.

Leave your email. I design them by hand and send them to you within 48 hours. It costs you nothing.

When more than one person writes.

One reviewer does not scale. The check has to move into the tool.

With one writer, a person can be the check. With five writers and AI drafts, that person becomes the wait. Posts queue up and people skip the review.

A Brand OS Portal puts the check where people write. Voice Check checks the words against your brand voice. Social Studio keeps the look right. The team does not wait for a designer or a brand owner for the daily work.

A designer is still right for strategy and a new identity. The portal is for the daily work after. Read about Brand OS Portal or what brand compliance is.

MTG brand, main image

MTG

Brand OS Pro Portal. The team makes its own posts. No waiting.

Deepsea Networks brand, main image

Deepsea Networks

Brand OS Core Portal. The CEO writes and designs an on-brand LinkedIn post in about 3 minutes.

Quick voice check.

Tick what is true. Your ticks stay on this device.

0 of 6 done

Want a number instead of a feeling? See brand voice checker. Working with AI drafts? Read AI writing that sounds like your company.

Social Studio

Try one Brand OS Portal tool

Stop paying for every post.

This is a real tool from a real Brand OS Portal, on the MTG brand. Change the words and the photo. The design stays on brand.

Watch

Watch me show every tool.

I made short videos of the tools. Hear me explain them, then scroll through every one at work. Real tools, on a real brand.

Hear me explain

Social StudioPick a design, change the words, download.
Motion PostsType one line, get a video.
Sales docs and decksDocs and decks in your brand, this week.
Email signaturesYour brand in every email.
Voice CheckCheck words against your voice.

Every tool at work

Social StudioPosts people stop to read. Change the words, keep the look.
Motion PostsType one line. Get a video.
Logo StudioThe right logo, any size, any colour, any file.
Pattern LabPatterns drawn from your own logo.
Pitch deck made in Brand OS Portal for MTG
Pitch Deck BuilderTell it your story. Get the slides in your brand. This deck was made for MTG.
Campaign BuilderPlan a campaign in your brand.
Print docsDocuments that look like you.
Image GraderCheck photos against your brand.
Voice CheckCheck your words against your voice.
Signature BuilderYour brand in every email.
AI to templateBring an AI result into your brand look.

See yours for free

Brand OS Portal

Try more Brand OS Portal tools.

Logo Studio, Motion Posts, Pattern Lab, Social Studio and LinkedIn banners. Real tools on a real brand. No email needed.

Try more Brand OS Portal tools

Straight answers.

How do I know if my copy sounds like my brand?

Read it aloud, swap in a competitor name, check it against your word lists and match every fact to your approved list.

What is the swap test?

Put a competitor name in place of yours. If the text still works, it is too generic.

How long should a voice review take?

About ten minutes for a post or a page, with one reviewer.

Who should check brand voice?

One named person for big pieces. For daily work, a tool inside the brand portal so people do not wait.

What if I do not have voice guidelines?

Write three voice words, a never use list and five example lines. That is enough to start.

Read next.

Brand voice guidelines your team and AI can follow.

Brand voice examples from B2B tech companies.

How to make ChatGPT use your brand voice.

One more thing.

Death List Five. Five headaches, one portal. Sound on.

Film B. Made for your phone.

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