A brand voice note people open
WhizSuite · 2026-09-02
Voice guides fail when they are impressive and unread. Write the page people will actually check.
Yes lines and no lines
Three captions that sound like the brand and three that do not, taken from real posts if you have them. Examples beat adjectives. "Warm but not cute" means something different to every writer.
Include one line the founder hates, so new people do not rediscover it in public.
Claims and taboos
List what the brand may say about price, competitors, and customers. List what requires a special yes. This is voice as risk, which is the part writers need most.
Update it when a campaign introduces a new phrase. Old bans that no longer apply should come off the page or people will ignore the page entirely.
Keep it next to the draft
Link the note from the brief template. A guide in a shared drive called "Brand_FINAL_old" will not be opened. The brief will.
One page. If you need more, put archives behind it, not in front of it.
Review a sample monthly
Read five live captions against the note. If they drifted, either the writers missed the note or the note is fantasy. Adjust the one that is wrong.
Do this with the writer in the room once. A silent correction teaches nothing.