Every brand has a voice, whether you’ve shaped it intentionally or not.
It’s the tone in your social media captions, the choice of words in your emails, the attitude in your press releases, and even the vibe in your customer service replies.
But when multiple people from marketing represent your brand to sales to customer support, that voice can start to sound inconsistent.
One tweet is witty and playful, the next email is overly formal, and a press release feels like it came from a completely different brand. That’s where a Brand Voice Guide comes in.
It’s not just a “marketing thing”, it’s a practical, go-to document that keeps everyone on the same page.
Let’s walk through how to create one that your whole team will actually use.
Case Study – COWRYWISE
If you’ve spent any time on Nigerian Twitter (or X, if we’re being formal), you’ve probably seen Cowrywise pop up. Not just with finance tips but with the kind of playful, culturally aware, slightly cheeky posts and replies that make you laugh, and sometimes even hit share.
But that tone is not by accident. From their tweets to their in-app notifications, Cowrywise manages to feel like the same person is talking to you whether you’re scrolling your feed, reading a blog post, or opening their app to check your savings goals.
They’re witty without being sarcastic, informative without sounding like a lecture, and they somehow make money talk feel like a gist with a friend. That’s a masterclass in consistent brand voice.
Dangote Group
Dangote Group takes a more formal and professional approach. Their press releases, social media updates, and annual reports are clear, factual, and straightforward. For example, when announcing a new project, they might say:
“Dangote Group today announced the launch of a new facility in Lagos to increase production by 20%.”
Even on social media, their posts stay professional, focusing on business growth or community projects. This shows that some brands need a serious, structured voice to build trust and authority, highlighting the importance of choosing a tone that fits your brand.
How to Build Your Brand Voice Guide
If you want your brand to pull off the same consistency, here’s how you can get started:
- Define Your Brand’s Personality
Think of your brand as a person. How would they talk? How would they handle awkward moments? What would they joke about?
Cowrywise, for instance, has a voice that feels like your money-smart friend who still knows how to crack a joke on Twitter. Their tweets are playful yet insightful, and even when talking about something as “serious” as saving or investing, they make it feel light and approachable.
A good brand voice guide starts by painting that personality picture in detail.
- Document Your Tone for Different Situations
Even the most consistent people tweak their tone depending on the situation, your brand should too.
Cowrywise might be cheeky and fun on social media, but their email about account security will be warm, reassuring, and clear. A voice guide should help your team know when to dial up the humour, when to keep it informative, and when to be empathetic and calm. This isn’t about changing your personality, it’s about adapting your tone while staying true to your core voice.
- Show Real Examples
This is where most brand guides miss it. Telling your team to “sound friendly” is one thing, but showing them how Cowrywise turns a boring update into a tweet people actually enjoy? That’s better
Pull together examples of “this works” and “this doesn’t work.” You can break down why one headline pops while another feels off-brand. People learn faster when they can see the voice in action.
4. Keep It Simple and Shareable
A voice guide no one opens is just a pretty PDF gathering dust. Keep yours short, clear, and easy to find. Use plain language (yes, even in the guide itself) and make sure it’s accessible to everyone, not just the marketing team.
