Why your brand guidelines should include emoji rules (and what to add) 💬
Emojis are everywhere - from social captions and emails to Slack threads and TikTok replies. They’re playful, expressive, and fast becoming part of how we all communicate online.
But here’s the catch: most brand guidelines completely ignore them.
That’s a problem. Because emojis aren’t just fun add-ons - they shape tone, signal emotion, and influence how your audience feels about your brand.
And if your tone of voice matters (it should), then so does how you use emojis.
Emojis affect your brand tone and consistency
A strong brand voice should feel consistent across every channel — no matter who’s writing. That’s why tone of voice guides exist: to help teams stay aligned.
But emojis are often left out of the conversation. And that creates confusion.
Without guidance, people default to personal style. One post might use 🖤, the next 💛. Some team members go emoji-heavy 🙌✨🔥, others avoid them entirely. You wouldn’t let your team use five different fonts — so why allow five different emoji styles?
The result? Posts start to sound inconsistent. Audiences can tell which team member wrote what. And the tone you worked so hard to define starts to slip.
Emojis are part of your digital tone of voice - so treat them like it
Just like punctuation, phrasing, or date formats, emojis are style choices. And like any style choice, they send a message.
😬 or 😅?
❤️ or 💜?
✨ or ⭐️?
Each option says something slightly different. And when your brand voice is built on clarity and intentionality, those small differences matter.
What to include in your emoji guidelines
You don’t need an emoji encyclopaedia. Just a few clear pointers in your tone of voice or brand style guide can help your team stay consistent and confident.
Here’s what to cover:
✅ Emoji do's and don'ts
Are there any emojis that don’t fit your brand personality? Any that feel right? (e.g. Never use 😜. Always use 💛 over ❤️.)
🧭 Tone and usage
Should emojis be used for warmth? Emphasis? Are they used on every post, or saved for more informal moments?
📱 Platform-specific notes
Your Instagram captions might use emojis more freely than your LinkedIn posts. Set expectations per platform.
🎨 Style and frequency
Are emojis used mid-sentence or only at the end? Once per post or multiple times? These small rules reduce guesswork.
🧰 A shared emoji bank
Create a shortlist of brand-aligned emojis for your team to use — especially useful if multiple people manage your content.
Emoji accessibility: why moderation matters ♿
Overusing emojis isn’t just a style issue — it’s an accessibility one.
People using screen readers hear the emoji description out loud. That row of ✨✨✨? It becomes “sparkles sparkles sparkles.” Every single time.
To make your content more accessible:
Avoid using emojis mid-sentence where they break up the flow
Don’t use emojis instead of words
Use them sparingly and intentionally
👉 We recommend this simple, practical emoji accessibility guide by Readability Guidelines.
A small fix that makes a big difference
Your tone of voice isn’t just what you say — it’s how you say it. Emojis are part of that, whether or not your brand has acknowledged it yet.
Adding emoji guidance to your brand guidelines is one of the simplest, most effective ways to:
Improve consistency across platforms
Strengthen your brand voice
Make your content more accessible
Help your team communicate with more clarity and confidence
And if your brand values clarity, cohesion, and connection — it’s absolutely worth doing.
FREE: Emoji Guidelines for Your Brand (PDF)
We’ve put together a free, 1-page Emoji Guidelines for Your Brand PDF — perfect if you want to give your team a quick, practical reference. Inside you’ll find:
A checklist for tone of voice + accessibility
Top do’s and don’ts
What to include in your brand guidelines
A bonus tip for internal consistency
