At Compose.ly, adapting to a client’s brand voice is one of the most important skills you can bring to any project. Clients hire us not only for accuracy and clarity, but for content that sounds like it came from their own in-house team. That means picking up on subtle cues — from vocabulary and sentence rhythm to tone, humor, and formality — and replicating them consistently. 

Brand voice adaptability comes more easily to some writers than others, but it is a skill you can build through practical, repeatable exercises that move beyond theory and into hands-on practice. This kit is designed to help you strengthen your ability to adapt to different brand voices and turn you into a veritable chameleon. Each exercise focuses on identifying, analyzing, and replicating distinct voice markers so you can apply them to client work more effectively. You can work through these in any order, but if you're targeting focused practice, try to complete at least one per week for consistent improvement.

For each exercise, we'll include  brief examples of how the exercises might look in practice. You're welcome to skip right to the exercises and try your hand first before reviewing the examples then compare your results, or take a quick look to spark ideas. Even reviewing the examples alone might he helpful!

• Choose a brand with a distinct voice (e.g., Mailchimp, REI, Basecamp).

• Read 3–5 pieces in a row from that brand.

• Make a list of specific style markers: sentence length, punctuation, vocabulary, humor, paragraph structure.

• Create a short “voice profile” describing their style.

• Rewrite a neutral article (e.g., Wikipedia entry) using that profile.

Why it works: Turns voice into a set of repeatable, technical choices rather than an abstract feeling.

Example

Brand: REI Co-op

Observed voice markers: Friendly, outdoorsy, slightly technical but accessible, uses active verbs, focuses on shared experiences.

Neutral article: Wikipedia entry on solar panels.

Rewritten opening: Harnessing the sun isn’t just for the pros. With today’s tech, anyone can turn their rooftop into a power station. Here’s how to get started without losing your weekend (or your savings).

Now try your hand!

• Find a short, distinctively voiced piece (500–800 words).

• Rewrite it line by line, keeping structure and rhythm but changing the topic entirely.

• Example: Take a Patagonia hiking boots blog post and rewrite it as a guide to making grilled cheese…but written in Patagonia’s voice.

Why it works: Tests whether you can reproduce the feel of a voice independent of its content.

Example

Original: Patagonia blog post on hiking boots.

New topic: Making the perfect grilled cheese.

Rewritten line: “The right gear makes all the difference on the trail” becomes “The right bread makes all the difference in the pan.”

Now start cooking!

• Take a piece you’ve already written in your natural style.

• Pick a drastically different brand voice and rewrite it as if it came from that brand.

• Example: Rewrite your blog post as The Economist (formal, data-heavy), then as Glossier (breezy, intimate).

Why it works: Functions like language translation and helps you discover exactly what to change to match another voice.

Example

Original: Blog post in a writer’s go-to generic blog style: “Working from home can be challenging, but with the right setup, you may find it productive and enjoyable.”

Rewrite in The Economist voice: “The share of Americans working remotely rose from just under 6 % in 2019 to about 18 % by 2021, and has since stabilized at roughly one in five workers. That shift has prompted firms and individuals to rethink home‑office design. Well‑structured remote workspaces can mitigate the logistical and psychological downsides of hybrid schedules, boosting productivity in the process.”

Glossier voice: “WFH? It’s all about the vibes. A cozy desk nook, your favorite mug, and you’re cruising through your to-do list before lunch.”

Your turn to translate!

• Pick a short, voicey article and copy it by hand or retype it word-for-word.

• Mark where you notice voice-specific choices (word pairings, rhythm, unusual transitions).

• Immediately after, without looking at the original, write a new piece on a similar topic, replicating those patterns.

Why it works: A classic for a reason, this exercise helps you internalize rhythm, pacing, and diction through muscle memory. (You're welcome to try it with typing, but trust us, the results aren't quite the same.)

Example

Original: New York Times Cooking recipe intro.

Observation while copying: Long, flowing sentences; sensory detail; casual authority.

New piece: Writing a recipe intro for iced coffee using the same structure and tone.

Iced coffee is at its best when it’s strong, smooth, and cold enough to wake you up at the first sip. [Opens with a single-sentence claim about what “best” looks like. NYT often starts with a concise, definitive statement, using concrete adjectives (“strong,” “smooth,” “cold”) rather than vague praise.] 

Skip the watery versions and start with beans you like—bold enough to hold their flavor as the ice melts. [Direct, second-person instruction (“Skip the watery versions”), followed by a sensory and functional reason for the choice. The em dash adds a quick aside in the writer’s voice, a common NYT technique for emphasis.] 

You can brew it hot and cool it down fast, or let the grounds steep in cold water overnight for something mellower. [Gives two clear options without over-explaining the process. NYT frequently uses parallel structure (“brew it hot… or let the grounds…”) to make alternatives easy to scan.] 

Either way, a good glass of iced coffee should taste clean and refreshing, with just enough strength to take milk, cream, or a touch of sweetness if you like. [Wraps up with a universal standard (“clean and refreshing”), plus optional variations. NYT often closes an intro by leaving space for reader preference, signaling approachability.]

Now copy, cat!

• Pick one topic (e.g., ‘5 Ways to Save Money on Groceries’) and find how 3 different brands wrote about it.

• Create a side-by-side table noting differences in: headline style, hook/opening technique, use of stats/examples, sentence length and complexity, degree of personality or humor.

• Choose one of those voices to mimic, but write about a completely different topic — something unrelated to the originals — in that chosen voice.

  1. Be sure to choose a topic that could plausibly appear across multiple venues — for example, something that Wirecutter, BuzzFeed, and the USDA Blog might all cover from different angles. Avoid topics that would clearly only fit one brand’s voice (as in, “5 Ways Your Cat Is Secretly Judging You” is clearly a BuzzFeed-only kind of piece).

Why it works: Reveals the spectrum of possible voices for the same topic, then tests whether you can transfer a chosen voice to new subject matter — the core skill in brand voice adaptation.

Example

Topic analyzed: 5 Ways to Save Money on Groceries

Brand A (Wirecutter)

• Headline: “The Best Ways to Cut Your Grocery Bill Without Sacrificing Quality”

• Hook: Opens with data (“The average American spends $5,700 annually on groceries…”) and quickly transitions to tested strategies.

• Tone: Evidence-driven, product-focused, with side-by-side brand comparisons.

• Example marker: Phrases like “Our tests show…” and “In our comparison of reusable produce bags…”

Brand B (BuzzFeed)

• Headline: “These 5 Grocery Hacks Will Save You Money (And Your Sanity)”

• Hook: Opens with a relatable pain point (“Ever get to checkout and wonder how you just spent $200 on snacks?”).

• Tone: Conversational, listicle format, humor-laced.

• Example marker: Pop culture nods, dramatic caps for emphasis (“DON’T shop hungry”), GIF references.

Brand C (USDA Blog)

• Headline: “Five Tips to Save Money on Groceries”

• Hook: States purpose plainly (“Stretching your food dollars starts with a few simple changes…”).

• Tone: Formal, factual, tip-focused, no humor.

• Example marker: Emphasis on government programs/resources (“Check your eligibility for SNAP…”).

Your task: Pick one of the above styles and rewrite a completely different topic in that voice.

Chosen topic: “How to Store Fresh Herbs So They Last Longer.” This works because “Fresh herb storage” is a topic USDA could write about from a food safety angle, Wirecutter could cover with product recommendations (storage containers, herb keepers), and BuzzFeed can make entertaining.

BuzzFeed-style rewrite:

Bought a big bunch of parsley for one recipe, and now it’s slowly turning into green slime in your fridge? We’ve all been there. But good news: you can keep those herbs perky for days (even weeks!) if you stop treating them like a sad salad afterthought.

1. Give Them a Spa Day First
Rinse gently, pat dry, and pretend they’re little leafy royalty. A clean herb is a happy herb.

2. Trim the Ends Like You Mean It
Just like flowers, they drink from the stems. Chop off a tiny bit, and watch them perk up.

3. Store in a Glass of Water in the Fridge
Yes, it looks like you’re hoarding mini bouquets next to the sriracha. And yes, it works.

4. Or… Wrap Tender Herbs in a Damp Paper Towel
Basil, cilantro, mint — tuck them in like they’re going to bed. Then slip them in a baggie (but leave it open).

5. Use Them Before They Turn on You
Fresh herbs get cranky fast. Make extra pesto, throw them in omelets, or become that person who garnishes everything, because who said you can’t be a little fancy? You’ve got fresh herbs for days, after all, highroller. 

Your turn!