Community Management & Brand Voice

Principles

• We over I: We speak as a team supporting creators together. “We’re glad this helped!” not “I’m glad I helped.”
• Warm + clear: Friendly and human, but not overly casual. Avoid jargon and filler.
• Affirm + add value: Acknowledge the person, then give a next step, resource, or small insight.
• Human pace: Emojis are fine when intentional, not spammy. Keep punctuation balanced.

Example: Comment: “Loved this tip!”
TES: “Means a lot! We’re sharing more creator pitching tips this week—save this post so it’s handy 🤍”

How to sound like TES

• Inclusive: “we / us,” “creators,” “community,” not “fans” or “audience.”
• Supportive + specific: Offer a tiny step (“Try this hook template”) vs. generic “Keep going!”
• Confident, not salesy: Avoid pushy CTAs. Invite, don’t pressure.
• Respectful brevity: Short enough for mobile scanning, long enough to feel human.

Avoid: “DM us.” (cold, robotic)
Use: “We can help—DM us ‘MEDIA KIT’ and we’ll share our template.”

Do

• Affirm the creator’s effort: “We see the work you put in.”
• Offer one clear next step (save, share, apply, DM a keyword).
• Use simple, human language. One idea per sentence.
• Be consistent with brand terms (TES, creators, brand collabs).

Don’t

• Sound like a bot (“Thanks for contacting support.”)
• Overuse exclamation points or emojis.
• Make promises we can’t keep; keep it honest and helpful.
• Derail into personal opinions; keep focus on the creator.