You know that one friend who sounds completely different depending on who they’re talking to? Chatting with their boss? Super professional. Texting their best friend? All emojis and chaos. Ordering coffee? Mumbling something about oat milk.
That’s cute in real life, but for a brand? Not so much.
Your brand voice is how your business sounds in the world, and if it’s changing from your website to your social media to your emails, you’re confusing people. Confused people don’t buy. Let’s fix that.
What Is a Brand Voice, Exactly?
Your brand voice is your company’s personality in written form. It’s the tone, the language, and the vibe you bring to everything you write. If your brand were a person, what would they sound like? Casual and friendly? Quirky and offbeat? Polished and authoritative?
If you’re not sure, here’s a simple test: Read your latest blog post out loud. Then read your latest Instagram caption. Do they sound like the same “person” wrote them? If not, you’ve got a brand voice consistency issue.
No worries—we’re about to fix that faster than you can say, “Did I really write that?”
Step 1: Define Your Brand Voice
If you don’t define your brand voice, it’s going to change based on whoever’s writing the content that day (or whatever mood you’re in when you write it). Let’s lock it down.
Ask yourself:
- If my brand were a person, how would they talk? (Formal or casual? Playful or serious?)
- What three words describe my brand’s personality? (Example: “Confident, witty, approachable.”)
- What kind of language fits my brand? (Do you use contractions? Slang? Industry jargon?)
- What do I not want my brand to sound like? (Example: “Corporate and robotic.”)
Write your answers down somewhere official—Google Docs, a napkin, your forearm (kidding, but also… not?). This is now your brand voice guide.
A strong brand voice doesn’t just make writing easier; it makes your business memorable. When people recognize your voice, they trust you more, engage with your content more, and—spoiler alert—buy more.
Step 2: Keep It Consistent Everywhere
Your website, emails, social media, product descriptions—everything should sound like the same brand. Here’s how to do it:
1. Create Brand Voice Guidelines
Think of this as the “how we talk” manual for your brand. Include:
- Tone (e.g., “Friendly but not overly casual.”)
- Word choice (e.g., “We say ‘customers’ instead of ‘clients’ because it feels more personal.”)
- Grammar preferences (e.g., “We use contractions to keep things conversational.”)
- The Vibe Check (e.g., “All our content should feel like a warm, confident conversation over coffee.”)
2. Audit Your Existing Content
Go through your website, emails, and social media posts. Do they sound like they belong to the same brand family? If not, it’s time for a makeover. Highlight anything that feels off-brand and tweak accordingly.
This is especially important if you’ve had multiple people writing for your business over time. It’s normal for the tone to shift, but now’s the time to realign everything.
3. Adapt Without Losing Your Voice
Different platforms have different vibes, but your brand voice should still feel consistent. A social media caption might be snappier than a blog post, but they should still sound like you.
Example:
- Blog post: “Building an email list is one of the best things you can do for your business. Here’s why.”
- Instagram caption: “An email list = your business’s secret weapon. Are you using it?”
- Email subject line: “One thing that will grow your business (that most people ignore).”
Different formats, same brand voice. Like your signature dance move—adaptable, but always you.
Step 3: Train Your Team (or Future You)
If multiple people write for your brand (or even if it’s just you, but Future You might forget), consistency needs to be intentional. Make sure:
- Writers have access to your brand voice guide.
- You review content before publishing to ensure it sounds on-brand.
- You refine as you go. (Your brand voice can evolve, but it should never feel random.)
Think of your brand voice like your go-to coffee order. You can tweak it slightly over time, but if you show up one day ordering a triple shot espresso when you’ve always been a caramel latte person, people will notice—and probably ask if you’re okay.
Step 4: Keep It Human
Even if you’re a formal brand, you’re still talking to real people. Avoid sounding robotic or overly polished. People connect with brands that feel real.
Pro tip: Read your content out loud before publishing. If it sounds weird or stiff, rewrite it until it feels like something you’d actually say.
Also, consider sprinkling in humor or personality where appropriate. People remember brands that make them feel something—whether it’s a chuckle, a lightbulb moment, or a sense of connection.
Step 5: Stay Consistent Over Time
A strong brand voice isn’t just about making your content sound good today—it’s about making sure it sounds good always. Keep an eye on shifts in your messaging, check in on your voice guidelines regularly, and make adjustments when necessary.
If you suddenly decide to go from playful and chatty to ultra-serious and corporate overnight, your audience will feel whiplash. Evolving is fine—just do it gradually and intentionally.
The Bottom Line
A strong, consistent brand voice builds trust, makes your marketing more effective, and helps people recognize your business immediately. Whether you’re writing a tweet, an email, or a product description, your brand should sound like you—everywhere.
Now, go check your latest piece of content. Does it sound like your brand? If not, you know what to do. 😉
And if this feels like too much to wrangle on your own? Well, I might know someone who can help. 😉
