Brand voice examples (and how to write your own)
By Ash, Founder, HosteazePublished 2 min read
The short answer
GOV.UK writes in plain English and even avoids "can't" because some readers misread it. Monzo aims to make complex things simple and treats humour as a delicate seasoning. Mailchimp is plainspoken with dry humour. Your own voice can be three or four rules like theirs, each with a "we say, we don't say" example.
Brand voice is how your business sounds in writing: on the website, in emails, on a quote and in a reply to a bad review. The best way to understand it is to look at organisations that have written theirs down publicly, then borrow the method, not the words.
What do real brand voice guides say?
| Organisation | Voice in a phrase | A rule worth copying |
|---|---|---|
| GOV.UK | Plain, clear, for everyone | Use the active voice, and explain an abbreviation in full the first time |
| Monzo | Clear and inclusive, with moments of delight | Explain how a decision affects people before explaining why it was made |
| Mailchimp | Plainspoken, genuine, dry humour | Be clear before being entertaining; if unsure, keep a straight face |
GOV.UK goes further than most. Its style guide says to avoid negative contractions like "can't" and "don't", because many users find them harder to read or misread them as the opposite. Most small businesses don't need to go that far, but it shows how specific a good rule can be.
Monzo describes humour as "a delicate seasoning" in its writing. It also changed everyday tech terms, using "blocklist" and "allowlist" instead of older terms, to keep its language inclusive. That's voice turning into a concrete word choice, which is exactly what makes a rule usable.
How do I find my own voice?
- Collect five things you've written that customers responded well to, such as emails, posts or quote letters.
- Ask three regular customers to describe your business in three words. Look for the words that repeat.
- Write three or four voice rules from what you find. Each one should be a short sentence.
- Under each rule, add a "we say / we don't say" example from your own business.
- Rewrite one real page, such as your About Us page, using the rules, and see if it sounds like you.
What does a finished rule look like?
Here's a set for an imaginary independent bike shop.
| Rule | We say | We don't say |
|---|---|---|
| Plain over technical | "Your gears are slipping because the cable's stretched." | "Your indexing requires adjustment." |
| Honest about cost | "It's £40, and honestly a new chain is better value." | "Pricing available on request." |
| Friendly, not jokey | "Ready Thursday. We'll text you." | "Your steed awaits, brave adventurer." |
For a real-world comparison, our own house style asks for friendly, casual and very mildly quirky writing, with one or two light asides at most. That last limit matters as much as the personality.
Where should brand voice be written down?
In your brand style guide, next to your logo and colours, so anyone writing for you finds it. If you're writing a tagline, how to write a tagline shows how to compress the voice into one line.
Related guides: What is brand identity?.
Frequently asked questions
What's the difference between brand voice and tone?
Voice is your personality, and it stays the same. Tone is how that personality adjusts to the situation. Mailchimp's guide compares it to speaking one way at dinner with close friends and another in a meeting with your boss, while staying the same person.
How many voice rules should a small business have?
Three or four. Fewer than that and they're too vague to guide anyone; more and nobody remembers them. Each rule needs an example, or people will interpret it differently.
Does a sole trader need a brand voice?
You already have one. It's how you naturally talk to customers. Writing it down helps when someone else writes for you, or when you use AI tools to draft website copy and want the result to sound like you.
