How to Build a Brand Voice Guide That Your Team Will Actually Use

Most brand voice guides fail. They get created, shared once in a Slack channel, and then never opened again. They're too vague ("Be authentic!"), too long, or too divorced from the day-to-day reality of content creation.

This guide will show you how to build a brand voice document that is practical, actionable, and actually gets used.

Step 1: Define Your Core Personality Traits (3-5 Words)

Start with the fundamentals. What are the 3-5 adjectives that describe your brand's personality? These should be specific enough to be differentiating.

Bad Examples (Too Vague):

• Professional
• Innovative
• Friendly

Good Examples (Specific & Differentiating):

• Witty but not sarcastic: We'll make you smile, but never at someone's expense.
• Direct but not blunt: We get to the point quickly but always with warmth.
• Knowledgeable but not preachy: We share expertise, but we're not know-it-alls.

Step 2: Create a "This, Not That" Table

This is the most valuable part of your guide. For each personality trait, give concrete examples of what you do say vs. what you don't say.

| This (Do) | Not That (Don't) | |---|---| | "Let's figure this out together." | "You need to do X." | | "Great question!" | "As I already explained..." | | "Here's a quick tip..." | "URGENT: You MUST read this!" |

This table is endlessly referenceable.

Step 3: Document Tone Variations by Channel

Your voice (personality) stays the same, but your tone (the emotional inflection) shifts based on the channel and context.

• Twitter/X: Casual, punchy, can use humor and emojis.
• Email Support: Warm, empathetic, solution-focused.
• Blog Posts: Authoritative, educational, can be longer-form.
• Landing Page: Confident, benefit-driven, concise.

Include a small section for each key channel.

Step 4: Include Real Examples (Copy-Paste Ready)

Don't just tell people how to write. Show them. Include template sentences and common phrases that embody your voice.

• Welcome Email Opener: "Hey [Name], you're in! Let's get you set up."
• Error Message: "Oops! Something went sideways. We're on it. Give it another shot in a minute."
• Feature Announcement: "Big news: [Feature Name] just dropped. Here's how it makes your life easier..."

Step 5: Keep It Short and Accessible

If your brand guide is a 40-page PDF buried in Google Drive, no one will use it. Aim for a single page with the core essentials, linked to a longer reference document if needed. Consider making it a Notion page, a Figma file, or even a pinned Slack message.