Brand worksheet
Brand Voice Worksheet
A brand voice is more useful when it guides real writing decisions. Complete the contrasts, examples and boundaries using language the business would genuinely say.
Before you begin
How to use it.
Use examples from real customer conversations.
Choose traits that can coexist across helpful, promotional and sensitive posts.
Define what each trait changes in the writing.
Test the voice with several different content situations.
Brand Voice Worksheet
Voice foundation
Describe the business in usable language.
We should sound: __________, __________ and __________
We should not sound: __________, __________ or __________
Customers value us because: ______________________________
The feeling we want to leave: ______________________________
Language choices
Turn traits into writing rules.
Words or phrases we naturally use: ______________________________
Jargon we should explain or avoid: ______________________________
How directly we speak to the reader: ______________________________
Our approach to humour: ______________________________
Our approach to emojis and punctuation: ______________________________
Voice in context
Show how the tone adapts without changing identity.
Helpful tip example: ______________________________
Product or service example: ______________________________
Customer celebration example: ______________________________
Problem or complaint response example: ______________________________
Community or timely post example: ______________________________
Boundaries
Protect credibility.
Claims we must never make: ______________________________
Sensitive subjects requiring approval: ______________________________
Competitor references policy: ______________________________
Customer privacy rules: ______________________________
Create a one-page voice reference using the strongest answers, then attach real examples of approved and rejected phrasing.
Put the plan into practice
A useful template is the beginning—not the strategy itself.
Clicklots turns business knowledge, priorities and proof into a consistent stream of custom content across the platforms that matter.