Brand Voice Workbook

Why Brand Voice Matters

Your brand voice is how your brand sounds in writing and on camera: your captions, emails, product descriptions, packaging, and replies to comments. When your voice is consistent, people recognize you even without your logo. It also makes writing faster, because you're not reinventing yourself every time you post.

This workbook takes about three hours. Grab a coffee, block off an afternoon, and work through each section in order. Write your answers directly in the blanks.

Part 1: Who You Are (30 minutes)

1. In one sentence, what does your brand do and for whom? ______________________________________________________________

2. Why did you start this brand? ______________________________________________________________

3. What do you believe that others in your industry don't? ______________________________________________________________

4. If your brand were a person, how would you describe them to a friend? (Age range, personality, how they dress, what they'd do on a Saturday.) ______________________________________________________________

5. What three words do you want customers to use when they describe you?

1. ____________ 2. ____________ 3. ____________

Part 2: Who You're Talking To (30 minutes)

6. Describe your ideal customer in a few sentences. ______________________________________________________________

7. How do they talk? Copy five phrases from real comments, messages, or reviews.

1. ______________________________

2. ______________________________

3. ______________________________

4. ______________________________

5. ______________________________

8. What do they find annoying in brand communication? (Too formal? Too pushy? Too many emojis?) ______________________________________________________________

9. How do you want them to feel after reading your posts? ______________________________________________________________

Part 3: Your Voice Sliders (20 minutes)

Mark an X where your brand sits on each scale.

Look at your answers. Are there any surprises? Does this match the three words from Part 1?

Part 4: Your Voice Pillars (40 minutes)

Choose three voice traits. For each, define what it is, what it isn't, and an example.

The "we are not" column matters as much as the first. It stops a good trait from tipping into a bad one.

Part 5: Words and Style (30 minutes)

Words we love (phrases that feel like us): ______________________________________________________________

Words we avoid (jargon, clichés, anything off-brand): ______________________________________________________________

Style choices:

Part 6: Voice in Action (40 minutes)

Rewrite each sentence below in your brand voice.

1. Generic: "Our new product is now available for purchase." Our voice: ______________________________________________

2. Generic: "We apologize for the delay in shipping your order." Our voice: ______________________________________________

3. Generic: "Thank you for following our account." Our voice: ______________________________________________

4. Generic: "Sale ends tomorrow." Our voice: ______________________________________________

5. Generic: "Click the link in our bio to learn more." Our voice: ______________________________________________

6. A reply to a happy customer comment: ______________________________________________________________

7. A reply to a frustrated customer comment: ______________________________________________________________

Tip: your voice can flex with the situation. You might be playful in a caption, but calmer and clearer when apologizing for a mistake. Tone changes; voice stays the same.

Part 7: Your One-Page Voice Summary (10 minutes)

Bring it all together. This is the page you'll share with anyone who writes for your brand.

• Our brand in one sentence: ______________________________

• We talk to: ______________________________

• Our three voice traits: ______ / ______ / ______

• We sound like: ______________________________

• We never sound like: ______________________________

• Words we love: ______________________________

• Words we avoid: ______________________________

• Emoji and punctuation rules: ______________________________

• Example caption in our voice: ______________________________

Final Check

• [ ] Read your last five posts. Do they match your voice summary?

• [ ] Update your bio so it sounds like you.

• [ ] Save the voice summary somewhere you'll see it when writing.

• [ ] Revisit this workbook every 6–12 months as your brand grows.

Sample product from a Fora-made demo creator page.