Best examples of creating a brand voice for social media posts

Real-world examples of creating a brand voice for social media posts

The easiest way to understand brand voice is to look at brands that already do it well. These are not theoretical templates; they’re real examples you can model.

Think of brand voice like a character in a TV show. Same character, different scenes. The plot changes (product launches, campaigns, trends), but the personality stays recognizable.

Here are some of the best examples of creating a brand voice for social media posts across different styles:

Example 1: The friendly teacher voice (Duolingo-style)

Duolingo is famous for its slightly unhinged green owl, but underneath the jokes is a very clear voice: playful, encouraging, a bit chaotic, and totally un-corporate.

On TikTok and Instagram, their captions often:

• Talk directly to you: “You skipped your lesson again, didn’t you?”
• Use internet slang and memes
• Mix guilt with humor instead of pressure

Why this works as an example of brand voice:

• You instantly know it’s them, even without seeing the logo.
• The voice matches the product: learning that feels like fun, not homework.
• It’s consistent across posts, replies, and even push notifications.

If you’re a startup or app targeting younger audiences, this is one of the best examples of creating a brand voice for social media posts that feels modern, meme-aware, and still on-brand.

Example 2: The calm expert voice (Mayo Clinic-style)

Now flip to the opposite end of the spectrum: health organizations like Mayo Clinic and public agencies such as CDC. Their social media voice is confident, calm, and clear.

Their posts typically:

• Use plain language instead of jargon
• Avoid panic, hype, or exaggeration
• Focus on verified, research-based information

A caption might sound like:

“Feeling under the weather? Here are 3 signs it might be time to see a doctor.”

Why this is a strong example of creating a brand voice for social media posts:

• The tone builds trust, which is critical for health topics.
• The voice is steady in every situation, including during public health scares.
• Even when they simplify, they never sound casual about serious topics.

If you’re in healthcare, finance, or education, this kind of calm expert voice is one of the best examples to follow.

Example 3: The witty friend voice (Wendy’s-style)

Wendy’s on X (formerly Twitter) is a classic example of a bold, witty voice. They lean into roasts, comebacks, and playful jabs at competitors.

Typical patterns:

• Short, punchy replies
• Humor that feels like a friend in a group chat
• Occasional sarcasm, but rarely outright cruelty

For example, when someone asks if their food is good, they might respond with something like:

“It’s better than whatever you were about to microwave.”

Why this is a powerful example of creating a brand voice for social media posts:

• The brand feels like a person, not a chain.
• They use humor as a filter: if you get it, you’re their people.
• They stand out in a feed full of safe, bland corporate talk.

This style works for brands that want to feel bold, youth-oriented, and a little rebellious.

Example 4: The empathetic guide voice (mental health & nonprofit brands)

Many nonprofit and mental health organizations use a warm, validating voice. Think of educational content from universities like Harvard or mental health campaigns from reputable organizations.

Posts often:

• Normalize common struggles
• Use “you” language to speak directly to the reader
• Offer small, realistic steps instead of big promises

A caption might read:

“If you’re exhausted, you’re not lazy. You might be overwhelmed. Here are 3 ways to give yourself a softer landing today.”

Why this is an important example of creating a brand voice for social media posts:

• The tone feels safe and supportive.
• It builds long-term trust, not just quick clicks.
• It fits perfectly for wellness, coaching, education, and nonprofit brands.

Example 5: The nerdy enthusiast voice (tech & hobby brands)

Some brands lean hard into being delightfully nerdy. Think of a coding bootcamp, a tabletop gaming shop, or a camera gear brand.

Their posts might:

• Use insider references that fans recognize
• Show real excitement about niche details
• Mix education with fandom

Example caption:

“If you’ve ever refactored the same function 5 times just to make it perfect, this post is for you.”

Why this is a great example of creating a brand voice for social media posts:

• The brand sounds like “one of us,” not an outsider selling to a community.
• The voice attracts exactly the right audience and repels the wrong one.
• It makes technical or niche content feel fun.

Example 6: The minimalist, aesthetic voice (lifestyle & DTC brands)

A lot of direct-to-consumer lifestyle brands use a minimalist voice to match their clean visuals.

You’ll see:

• Short, almost poetic captions
• Focus on mood and feeling, not features
• Simple phrases, often just a few words

Example:

“Slow Sundays. Fresh coffee. No notifications.”

Why this style is one of the best examples of creating a brand voice for social media posts:

• The words match the visual style.
• The brand feels aspirational and calm.
• It invites the audience to project themselves into the scene.

How to create your own brand voice (using these examples as a guide)

Now that you’ve seen several examples of creating a brand voice for social media posts, let’s turn that into a simple process you can follow.

Step 1: Define your brand “character” in one sentence

Imagine your brand as a person at a party. How would someone describe them?

You can use a simple formula:

“We are a [adjective], [adjective], and [adjective] brand that talks like a [role/person type].”

For example:

• “We are a warm, practical, and encouraging brand that talks like a patient coach.”
• “We are a bold, witty, and slightly chaotic brand that talks like your funniest friend.”

This one sentence becomes your anchor, just like in the real examples above.

Step 2: Choose 3–5 voice traits (and define what they are and are not)

Pick a few traits that match your brand character. Then define them with guardrails.

For instance, if one trait is playful:

• Playful is: light jokes, emojis, casual phrasing.
• Playful is not: mocking serious topics, making fun of customers.

This is how brands like healthcare organizations stay calm and trustworthy, while brands like Duolingo stay playful without going too far.

Step 3: Create a “do / don’t” phrase bank

Take each trait and write sample phrases you would say and phrases you wouldn’t say.

For a friendly teacher voice:

• You’d say: “Let’s walk through this together.”
• You wouldn’t say: “Refer to section 3.2 of our documentation.”

For a witty friend voice:

• You’d say: “You didn’t read this caption, did you?”
• You wouldn’t say: “Dear valued customer, we appreciate your engagement.”

This phrase bank makes your voice repeatable, even if multiple people write your posts.

Step 4: Match your voice to each platform

Your core voice stays the same, but the format changes.

• On TikTok and Reels: shorter, more conversational captions, sometimes just a hook or punchline.
• On LinkedIn: same personality, but fewer memes, more context.
• On Instagram: more mood-based and visual, often shorter lines or micro-stories.

Look back at the earlier examples of creating a brand voice for social media posts and imagine how each brand would adjust:

• Wendy’s on LinkedIn would still be witty, but less savage.
• Mayo Clinic on TikTok would still be calm and factual, but might use trends to frame education.

Step 5: Build 3–5 reusable caption formulas

Instead of starting from scratch every time, create caption patterns that fit your voice.

For a calm expert voice:

• “Here’s what you need to know about [topic] in under 60 seconds.”
• “Before you [do X], read this.”

For a playful friend voice:

• “POV: [describe your audience’s situation].”
• “If you’ve ever [relatable behavior], this is for you.”

Using formulas keeps your brand voice consistent while still letting you talk about new topics.

More detailed examples of creating a brand voice for social media posts by industry

To make this even more practical, here are more specific, real-world style examples of creating a brand voice for social media posts in different niches.

E-commerce beauty brand

Voice: Confident, fun, hype-but-honest.

Sample posts:

• “You don’t need another lipstick. But you definitely deserve this one.”
• “This is your sign to remove your makeup before bed. Yes, we’re watching.”

This voice works because it sounds like a friend who hypes you up but also calls you out lovingly.

B2B SaaS brand

Voice: Clear, practical, slightly informal.

Sample posts:

• “If you’re still tracking this in spreadsheets, you’re working way too hard.”
• “Here’s how we cut our onboarding time by 40%—and how you can, too.”

This style is a solid example of creating a brand voice for social media posts that speak to professionals without sounding stiff.

Local coffee shop

Voice: Cozy, neighborly, a bit quirky.

Sample posts:

• “Consider this your official reminder to hydrate… with iced coffee.”
• “If you read this before 9 a.m., you get a free smile at the register. (Coffee sold separately.)”

This voice turns a local business into a familiar character in the community.

Online educator or coach

Voice: Encouraging, honest, no fluff.

Sample posts:

• “You don’t need a new planner. You need a 10-minute plan you’ll actually follow. Start here.”
• “If you feel behind, remember: most people don’t even start. You already did.”

This is one of the best examples of creating a brand voice for social media posts that build long-term loyalty and repeat customers.

2024–2025 trends that should shape your brand voice

Brand voice isn’t static. It has to live in the current internet culture. A few 2024–2025 trends to keep in mind:

People expect “face-forward” brands.
Even big brands are leaning into creator-style voices: first-person captions, behind-the-scenes stories, and less polished language. Your brand voice should feel like a human, not a press release.

Short-form video rules, but captions still matter.
On TikTok, Reels, and Shorts, your caption might just be a hook, but it still carries your voice. The best examples of creating a brand voice for social media posts in 2025 use consistent phrasing in hooks, CTAs, and even comments.

Authenticity > perfection.
Audiences are quick to call out brands that suddenly switch from stiff to slangy overnight. Evolve your voice gradually. Borrow from trends, but filter them through your brand character.

Accessibility and clarity are non-negotiable.
Clear language, good contrast in graphics, and descriptive text aren’t just nice-to-have; they’re part of a respectful brand voice. For guidance on clear, plain language, resources like the U.S. government’s Plain Language guidelines are helpful.

Simple checklist to test your brand voice

When you write a post, ask:

• Could this caption belong to any brand, or only to ours?
• Does it match our 3–5 voice traits?
• Would our audience talk like this, or at least enjoy hearing this?
• Does it still sound like us if we remove the logo and visuals?

If the answer is “yes” to those, you’re on the right track.

FAQ: examples of creating a brand voice for social media posts

How do I find the right example of brand voice to model?
Look for brands whose audience, risk tolerance, and industry are similar to yours. A hospital shouldn’t copy a fast-food roast strategy. Study 3–5 brands you admire and list what you like about their voice: word choice, sentence length, humor level, use of emojis, and how they handle comments.

Can small businesses really use the same strategies as big brand examples?
Yes—with adjustments. The best examples of creating a brand voice for social media posts aren’t about budget, they’re about clarity. You may not have a full social team, but you can have a one-sentence voice statement, 3–5 traits, and a small phrase bank you reuse.

What are some quick examples of brand voice shifts I can make today?
If your current posts start with “We are pleased to announce…,” try shifting to “We’re excited to share…” or even “Big news:” depending on your voice. Replace “customers” with “you” where appropriate. Shorten long, formal sentences into two or three shorter, conversational ones.

How often should I update my brand voice guidelines?
Review them at least once a year. Culture, slang, and platforms change fast. Your core personality can stay, but specific phrases, memes, or references should be refreshed so you don’t sound dated.

What are the best examples of creating a brand voice for social media posts if I want to stay professional but not boring?
Look at calm expert brands (health, education, finance) that still use plain language and relatable hooks. They avoid sarcasm but still sound human: short sentences, “you” language, and clear benefits. That balance—professional yet approachable—is often the sweet spot for B2B, consultants, and service providers.