More Than Words
Brand voice is how your brand speaks. It's personality expressed through language. And it matters far more than most companies realize.
Two brands can say the same thing—"We're here to help"—and communicate entirely different messages based on how they say it. Voice is the difference between feeling understood and feeling marketed to.
Why Voice Matters
It Creates Recognition
A consistent voice becomes recognizable over time. Your audience starts to identify your content before they see your logo. That recognition builds familiarity, and familiarity builds trust.
It Signals Belonging
When your voice matches how your community speaks, it signals that you understand them. You're not an outsider trying to sell something—you're part of the tribe.
It Differentiates
In crowded markets, voice can be the primary differentiator. When products are similar, how you communicate becomes a key reason people choose you over alternatives.
Finding Your Voice
Start With Your Community
Your brand voice should feel natural to the people you serve. If your community is casual and irreverent, a formal voice will feel jarring. If they're professional and precise, slang will feel out of place.
Spend time in community spaces. Note how people communicate. Absorb the vocabulary, the humor, the references. Your voice should feel like it belongs there.
Define Your Personality
If your brand were a person, who would they be? We often define voice through personality traits:
- Confident but not arrogant
- Helpful but not condescending
- Direct but not cold
- Playful but not unprofessional
These traits guide every piece of writing.
Create Guardrails
Voice guidelines help maintain consistency across teams and time. Document:
- Words and phrases to use
- Words and phrases to avoid
- Example sentences showing the voice in action
- Common mistakes and how to fix them
Test and Iterate
Voice development isn't a one-time exercise. Monitor how your audience responds. Notice what resonates and what falls flat. Evolve your voice based on what works.
Common Voice Mistakes
Inconsistency: One email sounds formal, the next sounds casual. This confusion erodes trust.
Corporate-speak: Jargon and buzzwords signal that you don't really understand your audience.
Trying too hard: Forced personality is worse than no personality. If humor doesn't come naturally, don't force it.
Ignoring context: Voice can adapt to context while maintaining core personality. A support response might be more serious than a social post.
Voice in Action
Consider how voice transforms a simple message:
Generic: "Our new feature is now available."
Confident and direct: "The feature you've been asking for just shipped."
Playful and casual: "Guess what's ready? That thing you wanted. Go play."
Warm and supportive: "We heard you. Here's the update you need."
Same information, completely different feelings.
The Long Game
Voice compounds over time. Each interaction reinforces who your brand is. Years of consistent voice create a relationship with your audience that competitors can't replicate overnight.
Invest in voice early. It's one of the highest-leverage brand decisions you'll make.