# Brand voice checklist for social media

Editable worksheet · Version 1 · 11 October 2026

Use this without an account, email or form. Copy into your editor, replace the blanks, then save or print it. Keep customer details out of shared copies. The examples are fictional teaching examples, not claims about a real brand or product output.

## 1. Audience and purpose

Brand: ____________________

Specification owner: ____________________

Version / last reviewed: ____________________

We speak to [people in a buying/use situation]: ____________________

They need to understand [question or concern]: ____________________

Evidence for this audience, or “assumption to check”: ____________________

This post's job and useful next step: ____________________

- [ ] I can name the reader and the information they need.
- [ ] I have separated audience evidence from assumptions.

## 2. Voice and tone

Choose a few traits and turn each into a writing instruction.

| Trait | What the writer does | What the writer avoids |
| --- | --- | --- |
| __________ | __________ | __________ |
| __________ | __________ | __________ |
| __________ | __________ | __________ |

Illustrative example: Practical → include a confirmed size or care detail → avoid vague praise.

Everyday post tone: ____________________

Product release tone: ____________________

Complaint / problem tone: ____________________

Spelling, sentence style, emoji and hashtag rules: ____________________

- [ ] Each trait has an observable writing rule.
- [ ] The tone changes appropriately when a customer has a problem.

## 3. Preferred language and prohibited phrases

Content language(s): ____________________

| Preferred word / phrase | Prohibited word / phrase | Reason or acceptable replacement |
| --- | --- | --- |
| __________ | __________ | __________ |
| __________ | __________ | __________ |
| __________ | __________ | __________ |

Illustrative example: “300 ml mug” → avoid “ultimate mug” → describe capacity rather than make an unsupported superlative claim.

Claims we cannot make without evidence: ____________________

- [ ] Style preferences and factual limits are both recorded.
- [ ] Scarcity, quality and service promises require confirmation.

## 4. Facts and approved examples

Verified facts for the post: ____________________

Fact source / checked by / checked date: ____________________

Product introduction caption: ____________________

Useful product-detail caption: ____________________

Customer-care reply using our real support route: ____________________

One unsuitable draft → our rewrite → reason: ____________________

- [ ] The captions use confirmed facts and a real next step.
- [ ] The examples demonstrate the rules rather than just name them.
- [ ] Any AI-assisted draft has received the same factual and voice review.

## 5. Review before posting

- [ ] The audience and post's purpose are clear.
- [ ] Product facts, availability and service promises have been checked.
- [ ] Tone suits the situation; a complaint receives an attentive response.
- [ ] Preferred language is used naturally.
- [ ] Prohibited phrases, pressure and unsupported claims are removed.
- [ ] Caption, image text and hashtags agree with the specification.
- [ ] Links and next steps work.
- [ ] Private customer information is absent from public copy and shared briefs.
- [ ] The copy sounds natural when read aloud.
- [ ] The named reviewer has approved the final wording.

Reviewer: ____________________

Decision / changes needed: ____________________

Approved date: ____________________

## 6. Keep the specification useful

Recurring correction to add to the rules: ____________________

Changed audience, offer or tone to revisit: ____________________

- [ ] I saved a dated specification and two approved captions with a customer reply.
- [ ] I can use it for the next post without needing Zoisial access.

Prepared by Zoisial with AI assistance. Companion guide: [How to define your brand voice for social media](https://zoisial.com/guides/brand-voice-for-social-media).