Quick answer
Brand voice guidelines are a short document that describes how your business sounds in writing, including personality traits, tone for different situations, preferred words and examples. They help everyone write consistently, so customers recognise and trust your communication.
Key takeaways
- Voice is your personality. Tone is how it adapts.
- Pick three or four traits and define them.
- Show do and don't examples.
- Keep it to a page or two.
What is the difference between voice and tone?
Your voice stays constant. It is the personality behind your words.
Your tone changes with the situation. You might be warm in a welcome email and calm and direct in an apology.
How do you define your voice?
- Collect five pieces of writing you like, from your own business or others.
- Note the words that describe them, such as friendly, practical or direct.
- Choose three or four traits.
- Write one line on what each trait means and does not mean.
- Check against your audience's needs.
What does a trait look like in practice?
| Trait | We are | We are not |
|---|---|---|
| Friendly | Warm and approachable | Casual to the point of careless |
| Practical | Clear and specific | Vague or full of jargon |
| Honest | Upfront about limits | Overpromising |
What else belongs in the guide?
- Words you prefer and words you avoid.
- Spelling rules, such as Australian English.
- How to address customers.
- Sample headlines and sign-offs.
- Tone shifts for support, sales and bad news.
How do you roll it out?
Share it with everyone who writes for you, including freelancers. Rewrite a few real emails together as practice. Review your brand voice guidelines each year and update the examples.
A before and after example
Before: "We are pleased to inform you that your request has been received."
After: "Thanks, we have your message. We will reply within one business day."
Same information, but the second sounds like a person. Brand voice guidelines make this kind of rewrite a habit rather than a happy accident.
Bottom line
Good brand voice guidelines are short. Keep yours brief, give real examples and test it on live content. If your team can use it in a minute, it will get used.
Sources and further reading
Checked against the sources above and our own project experience. Last reviewed 7 October 2026.
