Last updated: 2026-03-25 · Worksheet · By SocialKit Team
Define your brand voice once so every post sounds like you: mission, tone words, do's and don'ts, vocabulary, emoji and hashtag rules, plus on- and off-brand caption examples. Fill in the grid, download the CSV, copy it into Sheets or Excel, or print it for the team. No email, no sign-up, no account.
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Download the CSV, copy it straight into Google Sheets or Excel, or print it. Everything below is rendered on this page — nothing is hidden behind a form.
The full template, shown in full — these are the exact columns and a few illustrative example rows.
| Section | What to define / guiding question | Example | Your notes |
|---|---|---|---|
| Brand mission / one-liner | In one sentence, why does the brand exist and who is it for? | e.g. "We help first-time founders launch without the jargon." | — |
| Tone words (3-5) | Pick 3-5 adjectives that describe how you sound (and how you do NOT). | e.g. Warm, plain-spoken, encouraging — not corporate, not hypey | — |
| Voice do's | What should every post do? List concrete, checkable habits. | e.g. Use "you", lead with the benefit, keep sentences short | — |
| Voice don'ts | What should the brand never do? Name the traps to avoid. | e.g. No buzzwords ("synergy", "leverage"), no all-caps shouting | — |
| Preferred vocabulary / phrases | On-brand words, product names and phrases to reuse for consistency. | e.g. "members" not "users"; "get started" not "sign up now" | — |
| Words to avoid | Off-brand, risky or overused words to strike from drafts. | e.g. "guru", "hack", "revolutionary", competitor brand names | — |
| Emoji usage rule | When and how many emoji? Which fit the brand and which never do? | e.g. 0-2 per post, only ✅ ✨ 👇 — never face emoji (norms vary by platform, as of June 2026) | — |
| Hashtag style rule | How many hashtags, where they go, and your branded tag. | e.g. 3-5 lowercase tags at the end; always #yourbrand (per-platform norms vary, as of June 2026) | — |
| Capitalization & punctuation rules | Title case or sentence case? Oxford comma? Exclamation marks? | e.g. Sentence case headlines, Oxford comma yes, max one "!" per post | — |
| CTA style | How do you ask for the click, comment or follow without sounding pushy? | e.g. Soft and specific — "Tell us in the comments" over "BUY NOW" | — |
| Visual / color notes | Colors, fonts, logo use and image style so visuals match the voice. | e.g. Brand navy #1B2A4A + warm cream; bold sans headers; candid photos | — |
| Example on-brand caption | Write one caption that nails the voice as a north-star reference. | e.g. "New here? Start with one post a week. That's it. We'll show you how 👇" | — |
| Example off-brand caption | Write one caption that breaks the rules so the team can spot the difference. | e.g. "🚀🔥 GAME-CHANGING hack to 10X your SYNERGY!!! Sign up NOW!!!" | — |
Fill the "Your notes" column for each section once, then post against it. The Example column is illustrative — replace it with your own brand's answers.
Download the worksheet as a CSV for Excel, Google Sheets or Numbers, or copy the grid straight into a sheet — no import dialog and no account. Print it for a quick team workshop or an onboarding pack.
Start with the mission one-liner and 3-5 tone words. Everything else — do's, don'ts, vocabulary, CTA style — should ladder up to those, so lock them in before the detail rows.
Decide your emoji, hashtag, capitalization and punctuation rules so drafts stop being a matter of opinion. Note that emoji/hashtag norms differ by network and shift over time (as of June 2026), so keep platform-specific calls flexible.
Replace the placeholder captions with one genuinely on-brand and one deliberately off-brand example. A side-by-side is the fastest way to teach voice to freelancers and new team members.
Keep the sheet open while drafting captions, then schedule and cross-post in SocialKit. The guide makes voice consistent across every network; SocialKit handles getting each post out, whether the platform auto-publishes or sends a publish notification.
Voice guide ready? Draft captions that follow it, then schedule and cross-post to all 11 networks from one place. On networks that support it SocialKit publishes automatically; on the rest it sends a publish notification, so every on-brand post goes out the way you planned.
Write on-brand and schedule it in SocialKitSchedule and cross-post to all 11 networks from one calendar on one flat plan. 7-day free trial — €0.00 due today.
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