How to write a brand voice guide for AI captions

Short answer: describe your tone in three words, list words you use and words you never use, add a few rules (like emoji and length), and include a few example captions you like. Give that to your AI tool, and update it whenever a draft sounds wrong.

Why AI captions sound generic

AI writes the most likely caption for the facts it has. Without guidance, "most likely" means bland. The fix isn't a better AI. It's better instructions.

The one-page guide

1. Three words for your tone

Pick three words and what each one means for you. For example:

• Warm: we talk like a friendly shop owner, not a company

• Clear: short sentences, no jargon

• Confident: we say what we're good at, without hype

2. Words you use

Phrases your customers know you for. Product names. How you refer to customers ("guests", "members", "you").

3. Words you never use

Every brand has some. Common ones to ban: "game-changer", "revolutionary", "unlock", "elevate", excessive exclamation marks. Add anything that feels off for you.

4. Rules

• Emoji: none, a few, or plenty?

• Length: short for Instagram, longer for LinkedIn?

• Hashtags: how many, which ones?

• Calls to action: what do you want people to do?

• Things you never claim: for example, no health claims, no "best in the world".

5. A few examples

Paste three to five captions you've written and liked. Examples teach tone better than descriptions. Make sure they're your own posts.

6. Policies

Anything legally or ethically important: how to talk about prices, refunds, health, children, competitors. Keep it short and clear.

Before and after

Here's the same made-up bakery post, written without and with a voice guide.

Without a guide: "Indulge in our delicious, freshly baked artisanal buns! Perfect for any occasion! Visit us today! #bakery #fresh #yum"

With the guide: "Cardamom buns are back. Fresh this morning, gone by noon. Pickup from 8am."

The second one is shorter, sounds like a person, follows the rules (one idea, a pickup time, no banned words) and tells people what to do.

Common mistakes

• Too vague. "Friendly and professional" describes almost every brand. Be specific.

• No examples. Descriptions help, but examples teach.

• Copying another brand. Your voice should sound like you, not a company you admire.

• Writing it once and never updating. Add to it every time a draft misses.

• Different voices per person. If several people write, the guide keeps everyone consistent.

Different networks, same voice

Your voice stays the same everywhere, but the shape changes. On LinkedIn, the bakery might write a longer post about why it bakes in small batches. On Instagram, it's one line and a photo. Same warmth, same words, different length.

Put the guide where drafts can use it

Add the one-page guide to your brand profile, including the words to use, the words to avoid, and a few captions you like. New drafts then start from that, instead of from a generic tone.

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Keep improving it

When a draft sounds wrong, don't only fix the draft. Ask what was missing from the guide, and add it. After a few weeks, drafts need far fewer edits.

A sample guide (for a made-up bakery)

Tone: warm, simple, a little playful. We say: "fresh this morning", "our regulars". We never say: "artisanal", "game-changer". Rules: one emoji at most, no hashtags on Facebook, always mention pickup times for offers. Never claim: "healthy". Example: "Cardamom buns are back. Fresh this morning, gone by noon."