Think about the brands you love. You can probably hear their voice in your head — the way Apple sounds different from Nike, the way Mailchimp sounds different from Salesforce.
That’s brand voice. And it’s not just for big companies. If you’re a small business or solopreneur, your brand voice is one of the most powerful tools you have for standing out in a crowded market.
What Is Brand Voice, Exactly?
Brand voice is the consistent personality and tone that comes through in everything you write — your website, emails, social media, ads, even your invoices.
It’s not just what you say, but how you say it. Are you formal or casual? Playful or serious? Bold or understated? Your brand voice should reflect your values and resonate with your ideal customer.
Why Consistency Matters
Imagine meeting someone who’s warm and friendly one day, then cold and corporate the next. You’d be confused. You wouldn’t trust them.
The same thing happens when your brand voice is inconsistent. If your Instagram is fun and casual but your website reads like a legal document, you’re sending mixed signals. Customers don’t know what to expect — and uncertainty kills trust.
Consistent brand voice:
- Builds recognition (people know it’s you before they see your logo)
- Creates trust (predictability feels safe)
- Differentiates you from competitors (your voice is uniquely yours)
- Makes content creation easier (you have a framework to follow)
How to Define Your Brand Voice
You don’t need a 50-page brand guide. Start with this simple exercise:
Step 1: Pick 3-4 adjectives that describe how you want your brand to sound. Examples: “Friendly, knowledgeable, straightforward” or “Bold, witty, no-nonsense.”
Step 2: Define what you are and what you’re not. “We’re confident, not arrogant. We’re casual, not sloppy. We’re helpful, not preachy.”
Step 3: Write example sentences. Take a common message (like a welcome email or product description) and write it in your brand voice. This becomes your reference point.
Brand Voice in Action
Let’s say you run a fitness coaching business. Here’s the same message in three different brand voices:
Motivational & Bold: “Stop making excuses. Your transformation starts with one decision. Let’s go.”
Warm & Supportive: “Wherever you are on your fitness journey, you’re in the right place. We’ll figure this out together.”
Fun & Casual: “Look, we’re not going to yell at you to do burpees. But we will help you feel amazing. Deal?”
Same service, completely different feel. That’s the power of voice.
Keep It Alive
Your brand voice isn’t a one-time exercise. It should evolve as your business grows. Review it quarterly. Share it with anyone who writes for your brand — freelancers, team members, even AI tools.
The more consistent you are, the stronger your brand becomes.
Need help finding your brand voice? We can help — it’s one of our favorite things to work on.