The biggest mistake small businesses make on social is trying to sound like big corporations. Professional doesn't mean boring. Your brand voice should sound human, distinctive, and consistent.
Start by defining your voice attributes. Choose 3-4 adjectives that describe how you want to sound: friendly, expert, playful, straightforward, warm, edgy. Write these down and reference them every time you create content.
Study brands with strong voices. Wendy's is sarcastic and bold. Duolingo is unhinged and memey. REI is adventurous and inspiring. You don't need to copy them, but notice how their voice creates instant recognition.
Ban corporate jargon from your captions. "Leverage," "synergy," "solutions provider" - these phrases create distance. Write like you talk. If you wouldn't say it to a customer's face, don't post it.
Personality comes from specifics and opinions. Instead of "We make great coffee," try "We're obsessed with light roasts that taste like blueberries." Specific claims and strong opinions create personality.
Consistent voice builds brand recognition. People should be able to identify your content without seeing your logo. This requires discipline - every post, Story, and comment should reflect your defined voice attributes.
Your brand voice is your competitive advantage. Two salons offer the same services, but one sounds warm and welcoming while the other sounds clinical. Guess which one gets more bookings?
Related: Personal Branding Guide - Voice needs a face