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Your brand voice is one of your most powerful tools. It’s how you sound, yes—but more importantly, it’s how you connect.
A strong brand voice builds recognition, strengthens trust, and helps your content resonate across platforms. When your audience reads your emails, visits your site, or sees a post, they should know it’s you.
Here’s how to create a voice that’s distinctive, aligned with your audience, and built to scale.
Start by choosing 3–5 adjectives that describe how you want your brand to feel.
Examples:
If you’re struggling, ask:
Once you have your voice attributes, add detail with a voice chart:
| Voice Trait | Sounds Like… | Doesn’t Sound Like… |
|---|---|---|
| Friendly | “We’re here to help you figure it out.” | “Refer to documentation for clarification.” |
| Bold | “We build sites that do the talking for you.” | “We create websites that are nice-looking.” |
| Helpful | “Here’s a tip that saves you time.” | “Read this long paragraph instead.” |
This gives your team a cheat sheet for writing everything from blog posts to error messages.
Your brand voice should reflect you, but it also needs to meet your audience where they are.
For example:
Client Tip: Don’t choose tone for tone’s sake. Choose tone that builds trust with your people.
A defined voice is only powerful if it’s actually used. Apply it to:
Make sure freelancers and team members have access to your tone guide and examples.
Your brand may evolve—and your voice can, too. Revisit your tone guide annually, or when:
Adjust as needed, but keep the core traits consistent.
Your brand voice is more than a tagline or a writing style—it’s your personality, your promise, and your positioning. When it’s clear and consistent, it makes everything you say feel more human—and more you.
