What Is Brand Voice, Really?
Your brand voice is the personality of your golf course — expressed through words.
It’s how your course sounds when it speaks online. And here’s the key:
👉 Your social media voice doesn’t have to match your “official” voice.
In fact, it probably shouldn’t.
Wait, What? Aren’t We a Professional Golf Course?
Yes, but “professional” doesn’t have to mean stiff, scripted, or same-as-everyone-else.
Your website might need to sound refined.
Your email copy might be a little more formal.
But your social voice? That’s where you get to be a little looser, more human — even fun.
Great Brands Do This All the Time 
For example: Wendy’s built an entire social presence roasting their customers and fans love it.
Just look at the comments... people are running to them to see if they can get a response.
Duolingo (the language learning app) is another great example.
These are legit, established companies. They didn’t “dumb down” their brand. They built an entire personality for social.
So What Does That Mean for Golf Courses?
You don’t need to start roasting members (please don’t).
Unless they ask you like this one! 😂
But you can let your social media feel more casual, fun, and real.
Here’s the truth: Most golf brands on social sound exactly the same. Same tone. Same phrasing. Same personality.
Your social voice should stand out, not blend in.
But Here’s the Challenge:
When more than one person is running your social — or pulling content from different departments — your voice can start to get muddy.
That’s where things fall apart. And that’s where a Brand Voice Guide comes in.
A Brand Voice Guide Helps You
✅ Stay consistent: even across different team members
✅ Move faster: no one’s guessing what to say or how to say it
✅ Build a voice people recognize and want to follow
What Goes In a Brand Voice Guide?
Brand Personality (for social) → e.g. “Relaxed, modern, confident, inclusive, a little cheeky”
Tone Do’s and Don’ts → DO: Speak like a local. Use natural language. → DON’T: Overdo the golf jargon or try to sound too elite.
Sample Phrases, Captions & Calls to Action → Think plug-and-play templates your whole team can use
Emoji, Formatting, and Voice Guidelines → Establish what’s “you” and what isn’t
Bonus: You Don’t Have to Sound Like a Golf Brand
Sound like your golf course. Are you chill? Are you historic and humble? Are you young and fun? Own it.
Because on social media, the worst thing you can be… is forgettable.
Freebie for You!
We’ve made a free Brand Voice Guide Template just for golf courses. Customize it with your tone, your phrases, your personality and get your whole team on the same page.