How to create a brand voice people actually connect with
Your brand voice is more than just words—it’s the personality behind your business. It’s what makes people trust, remember, and choose you over your competitors.
But here’s the problem: Most businesses don’t have a clear brand voice—or worse, they sound just like everyone else.
A strong brand voice makes your marketing feel authentic, consistent, and engaging—whether you’re sending an email, writing a blog, or posting on Instagram.
So, how do you create a brand voice people actually connect with? Let’s break it down.
Step 1: Define Your Brand’s Personality
Your brand voice should feel like a real person talking to your audience.
So, start by asking:
If your brand were a person, how would it sound?
What words describe your brand’s personality?
Try this exercise: Choose three to five adjectives that represent your brand’s voice.
For example:
Playful, relatable, and witty 🎭
Professional, trustworthy, and clear 📌
Bold, confident, and direct ⚡
💡 Pro Tip: Avoid vague words like "friendly"—be more specific! Is your brand casual and cheeky or warm and inspiring?
Step 2: Know Your Audience (And Speak Their Language)
A strong brand voice isn’t just about who you are—it’s about who you’re talking to.
What kind of tone resonates with your audience?
Do they prefer humour, straight-to-the-point advice, or storytelling?
For example:
A tech brand might use sharp, knowledgeable language with a futuristic feel.
A beauty brand might use warm, aspirational messaging that feels personal.
A financial services brand might need a balance of professional and approachable.
What to do now: Study your ideal customers—look at how they talk, what they engage with, and what they ignore.
Step 3: Create a Brand Voice Guide (And Stick to It!)
Your brand voice should be consistent across all platforms—whether it’s an email, a blog, or a TikTok caption.
Create a simple brand voice guide with:
Your tone & personality (e.g., confident but approachable)
Words you always use (and words you avoid)
How you respond to customers (formal or casual?)
Example:
Always say: “Let’s make marketing easy.”
Never say: “Marketing is complicated.”
Consistency builds trust—your audience should recognise your brand even without your logo.
Step 4: Add Emotion & Personality to Your Content
People don’t connect with robotic, corporate-sounding brands. They connect with emotion, personality, and storytelling.
Quick Fixes for More Personality:
Use conversational language (write like you talk!)
Show behind-the-scenes moments (people connect with people)
Add humour, empathy, or a strong point of view
For example:
❌ "We offer high-quality digital marketing services."
✅ "We help you stop wasting time on marketing that doesn’t work."
See the difference? One is bland and generic; the other feels like a human talking.
Step 5: Adapt Without Losing Your Core Voice
Your brand voice should stay consistent—but also adapt slightly for different platforms.
Example:
Emails: Friendly but professional
Instagram: Fun, engaging, and conversational
Website: Clear, informative, and helpful
The key is to stay true to your brand personality while adjusting for the context.
Your Brand Voice = Your Competitive Edge
Your brand voice is one of your most powerful marketing tools. It’s how people remember you, trust you, and ultimately choose you.
So, take the time to define it, refine it, and use it consistently.
