What to Include in Your Social Media Brand Guidelines

If you want your small business to stand out and connect authentically with your audience, developing clear social media brand guidelines is essential.

These guidelines ensure that every post, comment, and campaign reflects your brand’s unique identity—no matter who’s behind the keyboard. Here’s what to include in your social media brand guidelines:

• Brand OverviewStart with a brief summary of your brand’s mission, values, and personality. This “about us” snapshot sets the tone for everything that follows and helps anyone working on your social media understand the heart of your business.

• Target AudienceDefine who you’re speaking to. Include demographic details, interests, pain points, and the type of content your audience engages with most. Personalizing your messaging for your audience is key to building strong connections.

• Voice and ToneClearly outline your brand’s voice (the personality you convey) and tone (how you adjust that personality in different situations). Is your brand friendly and conversational, or professional and authoritative? Provide examples for different scenarios, like promotions or customer support.

• Language and GrammarSpecify preferred words, phrases, and grammar rules. Note any jargon, slang, or industry terms to use or avoid. Consistent language helps reinforce your brand identity and professionalism.

• Formatting and StyleDetail how posts should be structured—think about headline styles, emoji use, hashtag placement, and call-to-action (CTA) formatting. This keeps your content looking polished and uniform across platforms.

• Hashtag StrategyList your branded and campaign-specific hashtags, and provide guidance on how many to use for each platform. Consistent hashtag use boosts discoverability and community engagement.

• Visual IdentityInclude your brand colors (with hex codes), logo usage, preferred fonts, and image guidelines. Specify how to use filters, GIFs, and other multimedia elements. Consistent visuals make your brand instantly recognizable.

• Platform-Specific GuidelinesEach social platform has its quirks. Outline any differences in tone, content length, image sizing, or engagement style for platforms like Instagram, Facebook, LinkedIn, and X (formerly Twitter).

• Community Engagement and Customer CareSet standards for how to respond to comments, questions, and complaints. Include response time expectations and escalation procedures for sensitive issue.

• Legal and Compliance NotesHighlight any industry-specific legal requirements, disclosure rules for partnerships, or privacy guidelines relevant to your business.

Creating comprehensive social media brand guidelines ensures consistency, builds trust, and empowers your team (or partners) to represent your business confidently and authentically across every channel