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Step one: pick three voice traits
Choose three adjectives and define each with a do and a don't. For a hypothetical Cazeel accessories shop, the traits might be playful, precise and warm. Playful means a light joke in a product title but never sarcasm at the customer's expense. Precise means naming the material, size and color every time. Warm means writing as a friendly shop assistant, using you and we. Keep the list to three, because more traits blur together and make writers guess. Test each trait by asking whether a stranger reading one product page could name it back to you.
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Step two: set vocabulary and sentence habits
Next, list words the brand prefers and avoids, and set simple sentence rules. In the accessories example, prefer words like pick, pair and carry, and avoid stiff phrases such as premium solution or must-have item. Keep sentences under twenty words, open product descriptions with the detail a shopper sees first, and use one exclamation mark per page at most. Decide how the name itself appears: always capitalized as Cazeel, never shortened or turned into a verb. Write five sample lines using these rules, then keep them at the top of the sheet as a quick calibration.
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Step three: test it across real touchpoints
Finally, apply the sheet to four places: a product title, a shipping email, an error message and a social caption. For the shop example, a title might read Cazeel Sunburst Hoop Earrings, brushed brass, 4 cm. The shipping email says your pair is on its way and states the carrier plainly. The error message apologizes in one line and offers a next step. Read all four aloud together. If they sound like one person, the sheet works. If one drifts, adjust the rule that failed, and review the sheet whenever a new product line or channel is added.