What is Your Brand Voice?

Successful brands need more than just a decent product or service. It needs personality. We call it brand voice, and it's the secret sauce that gives your business its distinct identity and makes people remember you - for the right reasons. In this article, we're going to explain how to create a brand voice that sells (without being annoying.)

Whether it’s through blog posts, social media quips, or email campaigns, your brand voice is how your company communicates its personality, values, and mission to the world. It’s essential for building trust, loyalty, and—let’s be honest—getting people to buy from you. And no, having a brand voice doesn’t mean using emoji everywhere (though that can work too).

So, What Is Brand Voice?

It’s like the difference between hearing a British butler politely ask you to "take a seat" and your best friend shouting "grab a chair and chill!" Both convey the same idea, but how they say it makes all the difference. Your brand voice is the tone, style, and choice of words that define how you speak to your audience. Are you the life of the party, cracking jokes, or more of a wise mentor, sharing sage advice? Either way, your brand voice is what makes your business relatable—and hopefully, a little unforgettable. Here's why it matters.

 

Builds Trust and Credibility

Imagine if your best friend acted like an introvert one day and a game show host the next. You’d be confused, right? So would your customers if your tone is bouncing all over the place. Consistency in your brand voice reassures people that your business knows what it’s doing and that you really are who you say you are. That’s how you build trust.

Differentiates Your Brand

In a world where your competitors are selling similar stuff, your brand voice is your secret weapon. It’s what makes people pick you over "that other brand." Whether you’re channeling your inner comedian or corporate sage, a unique voice makes your brand stand out like the one person at the party with actual dancing skills. Even if your business is small, a distinct voice can give you the edge.

Makes Your Brand More Human

Nobody wants to engage with a faceless corporation (unless, of course, they’re giving out free stuff). A strong brand voice adds that much-needed human touch, whether you’re sharing expertise, having a laugh, or even admitting a mistake. People buy from people they like and trust—and your brand voice makes you more likable, even if you’re a company selling widgets or tax services.

Enhances Customer Loyalty

When your brand voice hits the right notes, customers notice. They'll keep coming back for more, not just for your products or services, but because they recognize and appreciate your brand voice. Loyal customers feel connected to your brand’s values, and over time, your voice becomes a key part of why they recommend you to their friends (or tweet about you in all caps).

Supports Your Marketing Strategy

Your brand voice should be a natural extension of your marketing goals. Trying to be a thought leader? You probably want a confident, authoritative tone. Want to win over millennials? A playful, laid-back vibe could do the trick. Your voice can be a powerful tool to attract the right audience—or repel the wrong one. Either way, it’s strategic.

How to Develop a Brand Voice

Understand your audience—what makes them tick, laugh, or hit the "buy" button—and craft a voice that speaks directly to them. If you’re selling gourmet dog food to hip urban millennials, your voice is going to be very different from one targeting grandparents looking for retirement advice.

Think of your brand like a person. Are you more like the fun-loving, adventurous type or the no-nonsense expert who always gets the job done? Pin down a few adjectives that describe your brand’s personality, and build your voice from there. If you want to seem approachable, maybe skip the jargon and loosen up the language. If you need to sound professional, keep things polished (but still relatable).

Create Brand Guidelines (Seriously, Don’t Skip This)

Once you’ve nailed down your brand voice, get it in writing. This feels unnecessary to lots of our clients, but trust us: a style guide with do’s and don’ts is a lifesaver, especially as your team grows. Include examples of what your brand sounds like—and what it definitely does not sound like. That way, no one’s left guessing whether to use “y’all” or “you all.”

Be Authentic

Don't force a voice that doesn’t match your company’s vibe. Your customers can smell inauthenticity from a mile away. Stick to a voice that reflects who you really are as a brand, and you’ll find it much easier to resonate with your audience.

Be Ready to Evolve

As your business grows, so will your audience. Don’t be afraid to adjust your brand voice to stay relevant. But remember, there’s a difference between evolution and a complete personality transplant—keep the core of your voice intact while adapting to new trends or audiences.

Don’t Be Boring (or Worse, Forgettable)

In an age where consumers are bombarded with choices, your brand voice is a powerful tool for setting yourself apart from the competition and making people actually want to hear from you. Whether you’re cracking jokes, offering wisdom, or simply keeping it real, how you say things is just as important as what you say.

For businesses large and small, your brand voice is what makes you memorable, relatable, and trustworthy—and in the end, that’s what drives sales. So, take the time to craft a voice that’s unmistakably yours. And if you need help, you know who to call.