Find Your Brand Voice (A Worksheet for Small Businesses)

Customers don't read your brand guidelines. They feel your brand through the words you use, post after post, email after email. And when your Instagram sounds playful, your website sounds corporate, and your ads sound desperate, they feel a company that isn't sure what it is.

A brand voice isn't a vibe. It's a short set of decisions: who you're talking to, what you sound like, the words you use and avoid, and the phrases that are unmistakably yours. Write it down once and anyone on the team can sound like you.

You don't find your brand voice. You decide it — once — and then hold the line.

1. 1.Keep it to one page. A voice guide nobody reads is the same as no guide.
2. 2.Test it on a new hire. If they can't sound like you from the worksheet, the worksheet isn't done.
3. 3.Revisit it yearly. Companies grow; voices evolve — but only on purpose, never by accident.

→A consistent voice makes a small company look bigger, and a big company feel human.