Conducting a Brand Voice Audit: Is Your Messaging Consistent?

Even brands with documented voice guidelines drift over time. Multiple writers, new team members, and evolving market trends can dilute your brand voice. An annual brand voice audit ensures your messaging stays consistent and aligned with your brand strategy.

Step 1: Gather Content Samples

Collect 50-100 pieces of content from the past 6-12 months across all channels:

• Website copy (homepage, product pages, about page)
• Blog posts and articles
• Email campaigns
• Social media posts
• Ad copy
• Customer support responses
• Sales presentations

Step 2: Evaluate Against Voice Guidelines

Review each piece against your brand voice characteristics. Create a simple scoring system (1-5) for how well each piece embodies your defined voice. Look for patterns in where voice consistency breaks down—certain channels, writers, or content types may consistently miss the mark.

Common Voice Inconsistencies

1. Channel drift: LinkedIn sounds corporate while Instagram sounds like a different brand
2. Writer variation: Different team members interpret guidelines differently
3. Product vs. marketing: Product teams use technical language while marketing stays casual
4. Campaign deviations: Special campaigns abandon brand voice for creativity

Step 3: Update Guidelines and Train Team

Use audit findings to refine your voice guidelines. Add specific examples from actual content showing voice done right and wrong. Schedule training sessions to ensure everyone understands not just the rules, but the reasoning behind your brand voice choices.