A Brand Voice Small Teams Can Actually Use
How a small team can write a brand voice: three traits, words you use, words you avoid, and one example for the website, ads, and replies.
Brand Identity
A brand voice is not a poster of adjectives. It is the way the business sounds when the owner is not the person typing. Small teams need a page they can check in two minutes, not a brand book they never open.
Choose three traits and show them
Pick three words, such as plain, calm, and specific. Under each, write a sentence you would send to a customer and a sentence you would not. The Nielsen Norman Group’s guide to tone of voice is a useful check: the voice should help the reader finish the task.
This belongs with brand identity. Colours and a logo do not fix a website that sounds like three different companies. The visual side is in brand identity for small businesses.
Use the same voice on the pages that sell
Write the homepage, the quote reply, and one advert in that voice before you touch social captions. If the Google Ads headline promises something the service page never says, change one of them. The same rule applies to social media and to review replies.
Keep it where the team writes
Put the three traits at the top of the document you use for content. Review one page a month. If you want the voice and the visual system set together, compare pricing or talk to Ayrahs.
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