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Why brand voice matters (and how to create the right one)
Why brand voice matters (and how to create the right one)
You can have the best product on the market and stellar customer service to match—but if your messaging doesn’t resonate with your audience, your brand may still go unnoticed. Creating the right brand story is the first key step. Your brand story is what you say. The next step is creating the right brand voice. Your brand voice is how you say it.
Think of your brand voice as the personality of your company. It’s your values and your point of view. How you would speak, text, and interact. Developing a distinct and authentic brand voice is important for a number of reasons.
Why a clear brand voice is essential
It sets you apart: In saturated markets, a unique voice helps you stand out. Think of the bold, unmistakable personality of Arby’s, “We have the meats!”—that’s a brand voice in action.
It helps you build trust and relatability: Consistency builds familiarity. When audiences repeatedly interact with a personality that feels authentic, they begin to connect with it.
It helps you become more recognized: A consistent brand voice helps people identify your who you really are beyond your logos or visuals.
It provides an internal framework: It guides your team—marketers, writers, customer service reps—on how to communicate cohesively.
In short, your voice is one of the most powerful ways to build lasting relationships with your audience. And when it’s missing or inconsistent, your brand risks sounding vague, generic, and forgettable.
How to craft a brand voice that resonates
Creating the right brand voice doesn’t require a complete rebrand. Instead, it’s about clarity, intention, and consistency. Here’s how to do it right.
1. Start with your brand’s core
Before you can decide how to speak, you need to understand who you are. Ask yourself:
What does our brand stand for?
What core values drive our business?
Who is our audience, and what do they believe?
If our brand were a person, how would they behave?
Would they be bold and daring, calm and authoritative, or warm and nurturing? Assigning human traits to your brand helps define its tone, language, and rhythm—giving it a voice that feels real.
Tip: Don’t rush this step. When you truly understand your brand’s personality, you’re not inventing a voice—you’re amplifying one that already exists.
2. Define your tone for different situations
It’s important to distinguish between voice and tone:
Voice is your brand’s personality. It’s consistent.
Tone is how that personality comes across in different contexts—and it can shift depending on the situation.
You might adopt a more playful tone on social media and a more formal tone in legal disclaimers, but the core voice—the values, the cadence, the attitude—should feel unmistakably you.
Bottom line: You don’t need to sound the same everywhere. You just need to sound like you everywhere.
3. Prioritize consistency
Consistency turns voice from an abstract concept into a living, breathing presence. It’s what makes customers feel they “know” you.
To achieve it:
Create a brand voice guide: Document your core personality traits, tone principles, vocabulary preferences, and dos/don’ts. Include examples of on-brand language.
Educate your team: Everyone who writes on behalf of your brand—from social media managers to customer support agents—should understand and use your voice. It should even show up in internal communications and job postings.
Consistency builds trust. And trust, once earned, is invaluable.
4. Stay flexible: listen and evolve
Brands grow just like people do. What felt right three years ago might feel out of touch today. That’s why your brand voice should evolve with intention—not constantly, but mindfully.
Revisit your brand voice guide at least once a year.
Tweak vocabulary to better match your evolving audience.
Adjust tone for different platforms (e.g., Gen Z on TikTok vs. parents on Facebook).
Change doesn’t require a full rebrand. Sometimes, small, purposeful adjustments are enough to stay relevant and authentic.
Final thoughts: build a voice that feels like you
A well-developed brand voice isn’t just a creative exercise—it’s a business asset. It helps you build trust, forge connections, and leave a lasting impression. It’s how your brand shows up and, when done right, it becomes a powerful force behind your growth.
The best brand voices aren’t just clever. They’re true—to your mission, your values, and your audience. They make people say, “I know this brand. I trust this brand. This brand feels like me.”
Take the time to build yours with care. Keep it clear. Keep it real. And let it evolve, just like your brand.