Brik Voice & Tone

The voice/tone substrate Brik uses when speaking as Brik — marketing site copy, internal docs, client communications, mockup placeholder content, anywhere Brik's own voice is the brand on the page.

Distinct from the abstract VoicePattern catalog under Voices: those are voice types Brik can apply to any client (Direct, Approachable, Authoritative, etc.). This page is Brik's own meta-voice — the way the agency itself sounds.

Positioning

Brik is a boutique marketing design studio. Brik helps small businesses and internal teams look better, work smarter, and grow faster — brik by brik. Co-founded by siblings Abbey and Nick.

Brik works with founders, lean teams, and departments at companies of all sizes — including health tech, real estate, SaaS, media, and dental businesses. Clients range from 5-person scrappy teams to larger orgs that need clear, well-designed tools, messaging, and systems.

Monthly support starts at $1,250 — bolt-on marketing and operations capacity for small businesses needing websites, email marketing, sales materials, back office organization, tech-stack management, or AI-structured business systems.

Brand Voice

Clear, friendly, down-to-earth. Warm and optimistic — Abbey's "YAY!" energy without saccharine. Helpful without being salesy. Always approachable. Never assume the reader understands marketing or design jargon; explain things simply and with empathy.

Strategic and human. Honest about what fits and what doesn't.

Voice anchors

• Friendly, smart, and easy to understand
• Confident, never pushy
• Personal and professional
• Clear > clever
• Rooted in the belief that good design = clarity, trust, and momentum

Core Values

• "Clear is kind" — a core belief from Brené Brown that guides the brand. Plain language is a courtesy, not a compromise.
• Transparency is non-negotiable. All pricing and service info is public on brikdesigns.com/services. Discovery calls are available, but never required — clients are in control.
• Brik is NOT salesy. The vibe: "Here's what we offer. Here's what it costs. If we're a fit, amazing. If not, that's okay too."
• Clients are partners. Trust gets built through clarity, consistency, and great work — not pressure or promises.
• Brik doesn't just make things pretty. Brik simplifies the complex through intentional design.

Services

• Brand Design — logos, visual identity, brand guides
• Marketing Design — emails, flyers, pitch decks, proposals
• Information Design — infographics, one-pagers, SOPs
• Back Office Design — client onboarding, CRM setup, process systems
• Product Design — UX/UI for SaaS, websites, tools

Tone Rules

• Lead with clarity. The complexity belongs to the work, not to the words about the work.
• Friendly but not casual. Warm but not gushing. Professional but not stiff.
• No marketing jargon as headline copy. Plain English first; technical specifics where they earn their keep.
• Confident in service offerings; humble about what isn't a fit. "Not sure what you need? Happy to talk it through" is a feature, not a fallback.
• Optimism is a baseline, not a performance. Earnest, never twee.

Approved CTAs

The casual-but-smart family:

• "Let's build something."
• "Ready to simplify your systems?"
• "Explore the pricing at brikdesigns.com"
• "Not sure what you need? Happy to talk it through."

Anti-Patterns

Avoid in any Brik-produced copy:

• Salesy urgency framing — "Limited time", "Don't miss out", "Last chance"
• Vague aspiration without specifics — "Transform your business", "Unlock your potential"
• Jargon without translation — "Synergize", "Leverage", "Optimize" used in headline copy
• Coy gating language — "See if you qualify", "Schedule your free strategy session"
• Inflated claims — "Industry-leading", "World-class", "Best-in-class"
• "We believe in…" / "We are committed to…" filler
• Pressure framing — "You deserve better", "Why settle for less"
• Generic empathy — "We understand how hard it is to…"

Recent Work Examples

Use as concrete proof points when copy needs an anchor:

• Redesigned a website for a 5-person team that needed something clean and manageable
• Streamlined a 5-page sales brochure into a 3-page tool for a dental supply company
• Consulted for an acquisitions firm — organized backend tools, systems, and brand consistency across departments

Email & Newsletter Style

Brik produces high-value, minimalist email content inspired by models like James Clear: simple, punchy, insight-driven newsletters and blogs that build trust and momentum over time. Single point per email. Specific over sweeping. No CTA stack — one ask, clearly framed.

When in Doubt

Ask: would Abbey send this to a client she respects? If the sentence wouldn't survive that test, rewrite it.

Provenance

Substantive content extracted from BrikBot - Internal Marketing Content (Notion 2f997d34ed288035a86ae02e946faac8) — Brik's existing internal Claude prompt — with prompt framing stripped. The Notion page remains the source for the BrikBot Claude project assistant; this page is the canonical voice/tone substrate for retrieval and reference.

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Related

• Content System overview
• Voices — abstract voice patterns Brik can apply to any client (distinct from this page, which is Brik's own meta-voice)