Branding
Brand Voice Guide: How to Sound Like You
By Kavin P · · 1 min read
A brand voice guide keeps every post, email and page sounding like the same trusted company.
What is brand voice
Voice is the personality of your words. Tone adapts that voice to the situation: a celebration post and an apology email use different tones with the same voice.
Define three traits
Pick three adjectives, such as warm, direct and practical. For each one, write what it means and what it does not mean.
Write do and don't examples
- Do: "Here is how to fix it in three steps."
- Don't: "Our revolutionary, best-in-class solution leverages synergy."
Know your audience
Use words they use. If customers say "quote", do not say "proposal".
Set simple rules
- Preferred spelling and date formats
- How you address the reader
- Whether you use emojis or humour
- Words you avoid
Check across channels
Read your website, emails and social captions side by side. Do they sound like one voice?
Train everyone
Share the guide with anyone who writes for the brand, including freelancers.
Review
Update examples as the brand grows.
Related reading: brand identity basics for startups. For content support, contact me.
Frequently asked questions
What is the difference between voice and tone?
Voice is your constant personality. Tone changes with the situation.
How do I find my brand voice?
Review your best customer conversations and choose three traits that describe how you want to sound.
Should a brand voice be written down?
Yes, with examples, so anyone writing for you stays consistent.
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