Every brand’s got a story. That’s not the hard part. The real trick? Telling it in a way that actually lands. That’s where your brand voice comes in.
It’s kind of like your brand’s personality—but not in a “marketing buzzword” way. It’s the way you sound when you talk to people. The words you choose. The tone you use. The feeling people get when they read (or hear) what you say.
And honestly? That voice might be the thing people remember you for.
Because let’s face it—these days, folks are scrolling like their thumbs are on autopilot. You’ve got a second, maybe two, to make someone stop.
A clear, real voice—one that actually sounds like a human—is often what cuts through the noise.
So Yeah, What Even Is Brand Voice?
Alright, real talk—brand voice isn’t just what you say. Everyone’s saying stuff.
It’s how you say it that actually sticks.
Your voice is like… your brand’s personality showing up in words. It’s the tone, the rhythm, the way you come across—without even trying too hard.
Like, take a skincare brand that’s playful and cheeky. They might toss in puns, emojis, even make fun of themselves a bit. Now compare that to, say, a fancy watch brand. They’ll probably go all sleek and classy. Totally different vibes—but both are doing it right.
The key? Your voice has to sound like you.
If your brand was a person at a bar—or, I don’t know, a coffee shop—how would they talk? Loud and bold? Quiet but sharp? Casual? Buttoned-up? Whatever it is, that’s your voice. You just gotta lean into it.
Why Brand Voice Actually Matters (Like, a Lot)
Let’s be real—most people don’t care about the technical stuff. They’re not falling in love with a feature list.
They’re drawn to how something makes them feel. The story behind it. The voice that makes them stop mid-scroll and think, “Huh. I like this brand.”
That’s what voice does. It builds trust without feeling like a sales pitch.
Some quick reasons it matters:
- Consistency → If you sound the same on your site, your socials, your emails… it feels solid. Familiar. People notice that—even if they don’t realize it.
- Recognition → Ever read something and immediately know who it’s from, without even seeing the logo? That’s your voice doing the work.
- Connection → This one’s big. When your tone actually gets people, they stick around. They listen. Maybe they even tell a friend.
Bottom line? Voice isn’t just fluff. It’s one of the biggest ways people decide if they trust you—or scroll past.
How to Find Your Brand Voice (Without Driving Yourself Nuts)
Alright, so this part trips a lot of people up.
You know your brand needs a voice, but figuring out what that actually sounds like? Yeah… not always obvious. But it doesn’t have to be complicated. Here’s how I’d go about it:
1. Start with the People You’re Talking To
Honestly, if you don’t know who you’re talking to, the rest is just noise.
Are they chill? More serious? Do they use slang or keep things clean and clear? Scroll through the comments they leave on brands like yours—or better yet, talk to a few. You’ll start to get a feel.
2. Imagine Your Brand as a Person
Not kidding—this helps a lot.
If your brand walked into a room, what kind of energy would it have? Friendly? Bold? Maybe a little weird in a good way? Picture how it would talk to someone at a coffee shop, not a boardroom. That’s the tone you want to capture.
3. Take a Look at What You’ve Already Written
Chances are, you’ve got something out there—an old Instagram caption, your About page, a few emails… whatever.
Read through them like you’ve never seen them before. Do they feel like you? Or kinda off? Highlight the stuff that actually sounds like a human (preferably you). Ditch the rest.
4. Make a “Cheat Sheet” for Your Voice
Keep this low-pressure. Just jot down a few traits your voice should feel like. For example:
- Trait: Chill
- Sounds like: Easygoing, helpful, light humor
- Avoids sounding like: A textbook or, worse, corporate jargon soup
You don’t need a 20-page tone guide. Keep it scrappy. Just enough so anyone writing for your brand doesn’t go rogue.
5. Spy (A Little) on the Competition
Not to copy them—please don’t. But it helps to see what’s already out there.
Check out brands doing similar stuff. What’s working for them? What feels kinda overdone or fake? Use it as a reference point so you can steer clear of blending in.
How to Actually Use Your Brand Voice (Now That You’ve Got One)
So yeah—you’ve landed on how your brand should sound. That’s a huge step.
But here’s where most people mess it up: they figure it out, and then… forget to actually use it.
Your voice isn’t just for headlines or taglines. It should show up everywhere. Emails, captions, help desk replies, the weird little 404 page… all of it.
Stay Consistent (But Chill)
Consistency doesn’t mean copy-pasting your About page tone into every tweet.
It just means when someone hears from you—wherever that is—they recognize you. The way you phrase things. The kind of words you use. The little quirks. It’s more of a vibe match than a script.
Tone Can Shift. Voice Stays You.
You’ll sound different depending on the moment, and that’s totally normal.
Launching something? Be excited.
Own up to a mistake? Be kind.
Explaining something tricky? Slow it down.
Your tone flexes, but your personality—your voice—stays the same through it all.
Keep Your Team in the Loop
You don’t need a 50-slide deck to get this across.
Just make a one-pager. Write out your brand’s personality in plain English. Toss in some “say this, not that” lines. Maybe examples of good vs. cringe.
And yes—share it with your intern. Especially them.
Check In Now and Then
Your voice will evolve. That’s not a bad thing.
As your brand grows (or shifts), your tone might start feeling… off. When that happens, pause. Re-read your stuff. Does it still sound like you? If not, tweak. Adjust. It’s allowed.
A Few Brands That Totally Get It
- Mailchimp → Casual, clever, and weirdly likable. They somehow make email newsletters not boring.
- Nike → Strong, focused, intense. Reads like a coach in your head yelling, “Keep going.”
- Innocent Drinks → Offbeat in the best way. Their smoothies talk like your funniest friend.
Final Thoughts (The Messy, Honest Kind)
Honestly, brand voice isn’t some big complicated thing.
It’s just… how your brand sounds when it’s not trying too hard. When it’s being real. Not polished, not scripted—just something that feels right when people read or hear it.
And yeah, it won’t always be perfect. Some days it’ll land. Other days? Not so much. That’s okay. The important part is that it’s yours.
Because when your voice is really yours—people notice. Even if they can’t explain why.