Every business already has a personality. A way of seeing the world. A set of values that shape decisions. Your brand voice is simply the expression of what's already there.
The work isn't invention. It's clarity.
People can tell when something sounds forced. When the words on a website don't match the experience of actually working with a company. When the marketing feels like a costume rather than a reflection of who you really are.
That disconnect erodes trust. Slowly, invisibly, but consistently.
A voice that's true to who you are does the opposite. It builds recognition. It creates comfort. It makes people feel like they know you before they've ever met you.
Before you think about how you want to sound, get clear on who you are.
What do you believe? What do you stand against? What matters to you beyond making money? How do you approach your work? What kind of relationships do you want with the people you serve?
Your voice should be an honest expression of those answers. If you're warm and personal in real life, your voice should reflect that. If you're direct and no-nonsense, let that come through. If you have a dry sense of humour, don't hide it.
The goal isn't to sound a certain way. It's to sound like yourself.
Your voice doesn't exist in isolation. It exists in relationship with the people you're trying to reach.
This doesn't mean changing who you are to appeal to different audiences. It means understanding what your audience needs to hear and how they need to hear it.
What are they struggling with? What do they care about? What kind of language feels familiar to them? What puts them at ease?
The best brand voices feel like a conversation between two people who understand each other.
It feels true. Nothing undermines a brand faster than language that feels performed. If your voice doesn't reflect how you actually think and operate, people will sense it.
It's consistent. Not robotic. Consistent. The same underlying personality should come through whether someone's reading your homepage, your emails, or your social posts. They should recognise you everywhere.
It's specific. Generic language disappears. Specific language sticks. The more particular your voice, the more memorable it becomes.
It guides decisions. A well-defined voice makes communication easier, not harder. When you know how you sound, you stop second-guessing every word.
Finding your voice isn't a one-time project. It's something you refine as you grow, as you learn more about your audience, as you get clearer on who you are.
The businesses with the strongest voices aren't the ones who got it perfect on day one. They're the ones who kept paying attention. Who noticed when something felt off. Who kept asking whether the way they were communicating still matched who they'd become.
Your voice will evolve. Let it. Just make sure it stays honest.
