Why Your Social Media Needs a Brand Voice Guide (With Examples)

One post sounds corporate. The next sounds like your intern wrote it. Another reads like it was copied from a competitor. If this sounds familiar, you don't have a content problem - you have a brand voice problem.

What Is Brand Voice?

Brand voice is the consistent personality and tone that comes through in every piece of content you create. It's how you sound, not just what you say.

How to Define Your Brand Voice

The "We Are / We Are Not" Exercise

Write down what your brand is and isn't:

• We are confident. We are not arrogant.
• We are straight-talking. We are not rude.
• We are knowledgeable. We are not condescending.
• We are friendly. We are not unprofessional.

Pick 3 Voice Attributes

Choose three words that define how you want to sound. For example: "Bold, helpful, and human." Every piece of content should embody these three qualities.

Create a Do/Don't List

Be specific: Do use contractions (we're, you'll). Don't use jargon. Do use humour where appropriate. Don't use emojis in LinkedIn posts.

Document It

Create a one-page brand voice guide that anyone on your team (or your agency) can reference. Include examples of good and bad copy in your voice.

Consistency builds trust. And trust builds revenue.