Document your brand voice, visual identity, hashtag strategy, and content guidelines to ensure consistency across all platforms and team members.
Define how your brand sounds on social media. Is it professional, casual, witty, authoritative, friendly? Document specific vocabulary to use and avoid. Include examples of on-brand vs off-brand captions.
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Document your social media visual standards: primary and secondary colors (hex codes), fonts for graphics, photography style, filter/editing presets, logo usage rules, and template designs.
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Each platform has its own culture and expectations. Document platform-specific rules: LinkedIn should be professional, Instagram more visual and casual, TikTok authentic and trend-aware. Include dos and don'ts per platform.
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List your approved hashtag sets organized by content pillar. Include branded hashtags, community hashtags, and industry hashtags. Note which tags to rotate and which to use consistently.
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Define how your brand responds to comments, DMs, and mentions. Include response templates for common scenarios: positive feedback, complaints, product questions, and collaboration requests.
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Review your existing social profiles and recent posts. Identify what's consistent and what varies. Use the Social Media Audit Checklist tool to structure this.
Fill in the brand voice and visual identity sections. Get input from your team or stakeholders so everyone agrees on the direction.
Adapt your general brand guidelines for each platform. What works on LinkedIn won't work on TikTok — document the differences.
Distribute the completed style guide to everyone who creates or approves social content. Store it somewhere accessible and review it quarterly.
ScheduleWave's visual content calendar and scheduling tools make it easy to execute your social media brand style guide.
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