How to Find Your Brand Voice (and Why It Matters More Than You Think)
A few years ago, I worked with a founder who had an incredible product—game-changing, in fact. But every time I visited their website, I felt… nothing. The messaging was flat. It sounded like it had been run through a corporate jargon blender and stripped of anything memorable. The kicker? In person, the founder was warm, witty, and bold. That disconnect between how she spoke and how her brand sounded was costing her trust—and customers.
That’s the power of brand voice. Establishing this voice is always one of the first things that I do when I take over a new marketing department at an enterprise.
Your brand voice is more than just “tone” or clever word choice. It’s how you want customers to think and feel about your brand every time they encounter it. It should reflect your values, your personality, and the experience you want to create—whether someone’s reading your homepage, opening your email, or chatting with your support team.
Why Brand Voice Matters
- It builds consistency across channels—website, email, social, ads.
- It creates emotional connection, which builds trust and loyalty.
- It sets you apart from competitors who might offer similar services but sound nothing like you.
- And maybe most importantly? It gives your customers a sense of who you are—even before they buy.
So, how do you find your brand voice?
Start with these steps:
- Clarify how you want to be perceived. Do you want people to feel inspired? Confident? Like they’re talking to a smart friend?
- Think about your audience. Are they seasoned pros who value depth and clarity? Or busy consumers looking for quick wins and reassurance?
- Audit your current content. What already sounds like “you”? What feels off?
- Choose 2–3 voice traits. This is your anchor. You’ll adjust tone depending on the context, but your voice should stay consistent.
- Write a few samples in that voice. See how it sounds across formats: a headline, an email intro, a product description.
Let’s bring this to life with a few popular brand voice styles.
Voice Style #1: Empowering & Uplifting
Perfect for brands that want to be a guide or coach—especially in wellness, personal growth, or mission-driven industries.
Sample:
“You’re not here by accident. You’re here because you’re ready—for more clarity, more confidence, and more freedom to lead the life you want. Let’s begin.”
This voice says: You’ve got this—and we’re here to help you rise.
Voice Style #2: Friendly & Informative
Ideal for brands that want to make the complex feel easy—think tech tools, education platforms, or customer-centric services.
Sample:
“Not sure where to start? No worries—we’ll walk you through it step-by-step. And if you get stuck, we’re just a chat away.”
This voice says: We’ve got your back, and we’ll make this simple.
Voice Style #3: Professional & Ambitious
Great for B2B, financial services, or leadership brands that want to inspire confidence and forward momentum.
Sample:
“In a market that moves fast, standing still isn’t an option. We help companies anticipate what’s next—and act on it with precision.”
This voice says: We’re sharp, strategic, and we’re here to win.
Finding your brand voice isn’t about picking the “coolest” tone—it’s about choosing one that aligns with your purpose, connects with your people, and feels authentic to you.
When your voice is clear and consistent, people don’t just recognize your brand. They feel it. They trust it. And they come back.