Free Brand Voice Guide Template With Examples

Free, no signup · Updated 14 October 2026 · Opens in Excel, Google Sheets or Numbers

Download

Voice rules: filled example (CSV) · blank (CSV)
Words to use and avoid: filled example (CSV) · blank (CSV)
Example phrases: filled example (CSV) · blank (CSV)

In Google Sheets: File, Import, Upload, then pick the CSV.

What's inside

Voice rules: three tone words with do and don't examples, plus rules for sentence length, emoji, hashtags and replies.
A word list: what to say, what to avoid and what to say instead.
Example phrases for common situations: a new post, an offer, a delay, a complaint, a thank you.
A filled example for Hedgerow Flowers, a fictional florist.
Blank CSV copies of all three sheets.

How to use it

Read your last twenty posts and the replies you are proudest of. Note what they have in common.
Pick three tone words that describe you at your best, and write what each means in practice.
For each tone word, write one line that gets it right and one that gets it wrong.
List words you always use, words you never use, and what to say instead.
Set rules for emoji, hashtags, exclamation marks, prices and spelling.
Write example phrases for the situations that come up most, including complaints.
Share it with anyone who posts or replies for you, and add to it when something new comes up.

Preview: Voice rules

A filled example for a made-up small business, first 8 of 13 rows.

Area	Rule	Do	Don't	Note
Tone: warm	Write like you are talking to a regular across the counter.	"Lovely to see you again. The peonies are in."	"Valued customers, new stock has arrived."	Warm, not gushing.
Tone: knowledgeable	Share what we know about flowers, plainly.	"Cut the stems at an angle and change the water every two days."	"Our expertly curated botanicals..."	Explain, don't show off.
Tone: unfussy	Say it simply. One idea per sentence.	"Same-day delivery if you order by noon."	"We are delighted to offer an exclusive same-day service."	Cut words that add nothing.
Person	Use 'we' for the shop and 'you' for the reader.	"We'll wrap it for you."	"Hedgerow Flowers will wrap the customer's order."	n/a
Sentence length	Mostly short. Vary it now and then.	"Tulips are back. Yellow, white and a deep red."	One long sentence with three commas and a semicolon.	Read it aloud before posting.
Spelling	British spelling and dates.	"Colour", "favourite", "14 February"	"Color", "favorite", "February 14th"	Set your spell-checker to UK English.
Prices	Always state the price or a starting price.	"Hand-tied bunches from £25."	"DM for price."	Saves a message for both sides.
Exclamation marks	At most one per post.	"Mother's Day orders are open!"	"Orders open!!! Don't miss out!!!"	n/a

Preview: Words to use and avoid

A filled example for a made-up small business, first 8 of 12 rows.

Word or phrase	Use or avoid	Say instead	Why
Bunch	Use	n/a	It's what customers call it.
Seasonal	Use	n/a	True to how we buy, and a reason to come back.
Hand-tied	Use	n/a	Describes the work plainly.
Bespoke	Avoid	Made to order	Sounds expensive and vague.
Curated	Avoid	Picked	Nobody says it out loud.
Luxury	Avoid	Generous, or describe the flowers	Doesn't match the shop.
Stunning	Avoid	Name the flower or the colour	Overused; says nothing specific.
Hurry, limited time	Avoid	State the real date or quantity	Pressure without facts.

Preview: Example phrases

A filled example for a made-up small business.

Situation	Platform	Example line	Note
New stock	Instagram	"Ranunculus are back. Pinks, peaches and a few whites. In the shop from tomorrow."	Lead with the flower.
Offer	Facebook	"Order a Mother's Day bunch by Thursday and we'll deliver free within town."	Say the date and the condition.
Delay	Instagram stories	"Our delivery van is running about an hour late today. Sorry. Everything still arrives today."	Say what is happening and what it means for them.
Thank you	Comments	"Thank you, Lou. That's made the team's day."	Name, thanks, short.
Complaint	Comments	"Sorry to hear that, Jo. We'll message you now to sort it."	Then move to messages.
Behind the scenes	Instagram	"5am at the flower market. Coffee first, then peonies."	Specific time and detail.
Tip	Google Business Profile	"Make your bunch last longer: trim the stems and change the water every two days."	Useful without a sale.
Closed	All	"We're closed on Monday for a family wedding. Back on Tuesday at 9."	Reason optional, reopening time essential.

Tips

Show, don't describe. One good and one bad example teaches more than a paragraph about tone.
Write the complaint reply before you need it. It is the post most likely to be written in a hurry.
Keep the banned words list short and specific to you, so it actually gets used.
Review the guide when someone new starts posting or replying for you.
Zolyp's Brand Brain stores your tone, banned topics and calls to action, and every post it writes pulls from it.

Common questions

What is a brand voice guide?

A short document that describes how your business sounds in writing: the tone, the words you use and avoid, and examples. It keeps posts and replies consistent when more than one person writes them.

What should a brand voice guide include?

Three or so tone words with examples, do and don't lines, a list of words to use and avoid, rules for emoji, hashtags and punctuation, and example phrases for common situations.

What is the difference between brand voice and tone?

Voice is your consistent personality. Tone is how that voice adjusts to the moment: lighter for a new product, calmer and more careful for a complaint.

How long should a brand voice guide be?

For a small business, a page or two is enough. If it is longer than that, people stop checking it.

Brand voice guide template: tone, words and rules