Understands the core values of the brand and product and is able to write on-brand content with support.

Looks for opportunities to bring a more appropriate tone to content based on context. Writes strong messaging in both positive and negative scenarios.

Regularly looks for opportunities to bring a more appropriate tone to content based on context. Comfortable improving messaging outside their immediate responsibility. Writes strong messaging in both positive and negative scenarios. Involved with documenting brand guidelines.

Responsible for written brand guidelines and others' execution of them across teams or the business. Supports brand and product teams either internally or externally. Known as 'the voice of the brand'. Looks for ways to better describe and guide tone of voice in other teams.