Brand Voice beyond Templates: Using Community Engagement to Bring Brand Voice to Life
Community management is a powerful extension of brand voice, not just a back-end function. Yet, many companies underestimate the opportunity it presents. Brand voice shouldn’t stop at what and how you post online. While your posts attract followers, it’s how you interact with them that keeps them engaged and loyal.
Brand voice is how you reply, not just what you post. It’s the difference between a reply that feels human and personal, and one that feels like it came from an automated script. Real, thoughtful responses can turn a passing follower into a loyal advocate, while generic templates and automated responses risk making communication feel cold.
In this blog post we will be exploring how replies, comments and responses can be used to extend brand voice and build community. We will also dive into the practical tips that brands can apply and do the same.
The Problem with Templates
Templates and automated responses often seem practical: they save time and keep messaging consistent. While it may seem efficient, it often ends up sounding robotic, generic, and disconnected from the brand’s unique personality. Today, audiences recognize and quickly tune out standardized replies. In the worst cases, templated responses can come across as dismissive, decaying trust rather than building it.
For example, replying to every comment with “Thanks for your support!” or “We appreciate your feedback!” may technically check the box, but it misses the chance to deepen connection and show authenticity.
When followers see the same repeated lines or worse, AI-like auto replies, they quickly sense the lack of human touch. What could have been a moment of brand building becomes a missed opportunity.
Brands Bringing Voice to Life
1. Netflix: Known for having a playful tone, Netflix often joins in trending conversations or pokes fun at its shows. Positioning itself as more than a streaming platform but rather a friend obsessed with its product. For example, when a user commented “watching it now” on a reel of a film, Netflix replied simply: “I am spiraling,” turning what could be a flat exchange into a moment of self-aware humour that fits its brand voice.
2. Duolingo: Famous for its bold, cheeky persona, Duolingo’s TikTok comments are part of why its content goes viral. One follower joked, “Did AI come up with an idea for this TikTok too?” and Duolingo clapped back: “Nope, our great team did.” A short, witty reply that kept the tone playful while reinforcing authenticity.
3. Nando’s South Africa: Continues to use local slang and topical references to build connection. When a user recently tweeted, “Nando’s just hits different after payday,” Nando’s SA replied: “We see you treating yourself. Make it a full meal, you deserve it.” The reply was warm, witty, and unmistakably local.
These replies do more than answer questions; they actively reinforce brand character and deepen community ties.
Why This Matters
Every public reply is a moment and action that shapes the perception of the brand. Audiences don’t separate “official posts” from comments and replies, it’s all part of the same brand experience. Consistent, authentic conversation builds trust and demonstrates that the brand listens and values its community. Tailoring their responses personally to each individual and making them feel seen.
Effective community management helps brands feel approachable and human, rather than distant or scripted.
Practical Tips to Move Beyond Templates
Use tone guides, not scripts: Define brand voice clearly, but leave space for teams to adapt replies to context.
Train teams to reply naturally: Equip community managers with examples and practice scenarios rather than word-for-word templates.
Balance tone based on situation: Humour might work in lighthearted threads, but more serious moments need empathy and clarity.
Listen first, reply second: A good response feels like part of a conversation, not a broadcast.
Conclusion
Brand voice shouldn’t be confined to only scheduled posts and campaigns, it should also exist and thrive in daily public conversations. Moving beyond templates isn’t just about sounding clever or funny, it’s about demonstrating genuine care, responsiveness, and authenticity. Ultimately, it’s those everyday interactions that shape audience perception and turn them into a loyal community.
At Coral Communications, we help brands elevate their brands and break through the noise.
Ready to elevate your brand voice?
