Thinking
Finding your brand voice: A practical guide for authentic communication
You’ve put thought into your logo, colors and typefaces – those visual cues that help people recognize your brand on sight. But what about the way you sound?
Your brand voice is more than grammar and word choice. It’s the tone and attitude behind every email, social post and customer interaction. A clear, consistent voice helps you stand out, build trust and connect emotionally.
This guide will help you discover or refine a brand voice that’s truly yours. One that shows up in every touchpoint and builds loyalty over time. Because sounding like everyone else? That’s the fastest way to be forgotten.
Start with an audit
Before you craft the voice you want, take stock of the one you already have. Whether you’ve defined it or not, your brand does have a voice. The question is: does it sound like YOU or does it sound like everyone else?
Start by reviewing your messaging across all platforms: your website, social media, newsletters, ads or out-of-office replies (yes, really). Then run a simple test: if you stripped away the visuals, could someone still tell it’s your brand speaking?
If not, it’s time to turn up the volume.
Next, take a look at how your voice stacks up against your competitors’. If the messaging starts to blur together, you have an opportunity. Standing out means being brave enough to sound different, and that starts with staying true to your brand.
Finally, ask for honest feedback. What do your customers and internal teams really think your brand sounds like? Does that perception align with how you want to come across? Identifying the gaps will help you start closing them.
Define the voice you want
To create a voice that truly connects with your audience, anchor it in the foundation of your brand. Start by identifying these elements:
- Key differentiators: This is what makes you ‘you,’ not a carbon copy of the business next door. The audit should surface what sets you apart; now use those traits to shape a voice that’s just as unique.
- Brand position: Think of this as your brand’s internal North Star. What space do you want to occupy in your audience’s mind? Whatever your tone, your position should drive it.
- Brand promise: This is your pinky swear to your audience. It’s the consistent value they can expect from you, every time.
- Brand pillars: These are the foundational traits that show up in everything you do. Think of them as your brand’s core values but make them practical. They’ll help keep your messaging aligned, your decisions consistent and your voice steady no matter the platform.
- Personality: Define the tone of your voice by narrowing in on three to four adjectives that capture your brand’s personality, like bold or trustworthy. Bring them to life with supporting tone cues (think: friendly = warm, optimistic, straightforward) and “this, not that” examples (e.g., clever, not cutesy). These traits help shape the real-world attitude behind your voice.
Once these are defined, your voice becomes more than just copy, it becomes a tool for connection.
Apply and evolve your voice
Defining your voice is one thing. Using it every day? That’s where the real magic happens. Here’s how to make your voice part of everyday communication:
- Develop a brand guide: Build a brand guide that outlines your differentiators, position, promise, pillars, tone and more, so everyone knows how to speak your language. And no, it doesn’t have to be a 100-slide presentation that collects digital dust. Take our friends at ALM Positioners for example. We helped them develop a strategic brand guide. The result? Clear, impactful brand messaging and a modernized visual identity that resonates with their audience.
- Identify high-impact moments to showcase your voice. Your voice should stand out where it matters most: homepage headlines, social media posts, email subject lines, and across all marketing assets. These are the places that shape how people feel about your brand in a matter of seconds. Make them count.
- Evolve with your brand and audience: Your brand will grow. Your audience will shift. And your voice should grow right along with them. Stay tuned into culture, trends and feedback. Refresh your guidelines when needed but keep your core identity intact. Because sounding fresh doesn’t mean starting from scratch.
Let’s give your brand voice the personality it deserves. Contact us today!
