Friendly, professional or bold? Finding your brand voice
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“Brand voice” sounds like something a large company pays a consultant for. It is simpler than that. It is how you would say the thing out loud to a customer standing in front of you.
A dental clinic and a streetwear shop should not sound the same. Most businesses already know which one they are. They just never wrote it down.
The same offer, four ways
Take one offer — hair spa and haircut for ₹999 this weekend — and hear it in each tone.
- Friendly: “Treat yourself this weekend. Hair spa + haircut for just ₹999 — walk in or give us a call.”
- Professional: “This weekend: hair spa with haircut, ₹999. Appointments recommended.”
- Bold: “₹999. Hair spa + haircut. This weekend only. Don’t wait.”
- Minimal: “Hair spa + haircut. ₹999. Sat–Sun.”
Same offer, same price, four different businesses. None of them is wrong. The wrong one is using all four in the same month. (That offer is a real salon example — there is a whole weekly routine for salons built around it.)
How to pick
Think about how you greet someone who walks in. If you say “Aaiye, bataiye” with a smile, you are friendly. If you say “Good afternoon, do you have an appointment?”, you are professional. Write the caption the way you would say it.
A useful check: read your caption out loud. If you would feel odd saying it to a regular customer, it is not your voice.
Where tone shows up
Mostly in captions, but not only. A bold voice tends to want big type and strong colours. A minimal voice wants white space and a small logo. The tone you pick quietly affects how the whole post looks.
In Chitra you set your tone once in the brand kit — Default, Friendly, Professional, Bold or Minimal. After that every caption comes back sounding that way, and you can still edit the words directly before you post.
You are allowed to change it
A voice is not a contract. If “bold” felt right last year and your customers have changed, change it. Just change it deliberately, and then stay there for a while.
Next: how to write captions that sound like you. And if you are starting from scratch, set up the brand kit first.
More to read
Where to put your logo on a social media post
Small, in a corner, in the same corner every time. Here is why that beats a big logo in the middle, and what gets covered up on Instagram.
How to choose brand colours (you only need three)
You do not need a colour theory course. You need one main colour, one that supports it, and one bright one for offers. Here is how to pick them in ten minutes.
What is a brand kit, and why your 40th post should look like your first
A brand kit is just your logo, your colours and your tone, saved in one place. Here is what to put in it and why it makes every post look like it came from your shop.