Brand Voice 101: Say What You Mean & Sound Like You

Let's get one thing straight... Your brand is not just a fancy logo and a color palette. Of course, you need these things. But beyond the visuals that capture a consumer's attention, it's your words that keep them around.

From the first headline on your homepage to the last sentence in your sales pitch, your written content is what shapes how people feel about you. And in a world full of noise and corporate mumbo-jumbo, it's the words that connect, build trust, and create a brand that actually means something.

The best brands don't just talk—they resonate. So, if your content feels like it's speaking a different language across platforms, it might be time to pause and do a good ol' fashioned brand audit. Ask yourself the critical question: Are you saying what you really want to be saying?

Show What You Stand For Before You Sell

You know that little pearl of wisdom about how mullets are business in the front, party in the back? (Stick with me now. I promise I'm getting somewhere with this.) Your brand should be the flip side of that, with your personality laid out in front of your audience and your products and services being right behind them. (See? I got somewhere with this!)

Written content is how you show people what you care about and why they should too. Your tone, voice, and word choice are the building blocks of how your audience experiences your brand. When done well, you are able to spark curiosity and make people want to engage again and again.

By taking the time to educate and inform consumers about who you are, you become someone worth following. Whether it's quick tips or deep dives, helpful content increases your credibility. While you don't necessarily want to reveal your entire hand right out of the gate, you should be generous with your insights and let your words do the heavy lifting for your marketing efforts.

Bonus: The more content you put out, the more discoverable your brand is. Hello, SEO!

The Places Your Voice Needs To Shine

Now that we've talked about why your words matter, let's get into the where. Every place your brand shows up is an opportunity to gain eyes, and you want to get the right ones.

Website Copy

Your website is where people go to determine if you're the real deal. That's why every business, regardless of the industry, benefits from having one these days. But there's much more to it than simply buying a domain and slapping your offerings on a page. Instead, your homepage should be your elevator pitch, your About page should be a conversation, and your Products or Services pages should answer the question, "Why you?"

Also, don't underestimate microcopy. Those are the small text snippets that further guide your visitors throughout your site, including your buttons, pop-ups, and forms.

Social Media

When it comes to interacting in real time and truly bringing your voice to life, social media is that girl. You don't have to post memes on Instagram (although you can), and you don't have to be a LinkedIn guru (although you can be). No matter the combination of channels you go with, it's your goal to determine how to best display your personality. Because the more personality you bring, the more your ideal buyer will look forward to your posts and hopefully share them with friends or colleagues.

Blogs

Google loves a good blog! It wants to see you creating long-form content that puts value above promotions. Your pieces should be unique, and your blog at large should be kept fresh with regular updates. This space allows you to connect with your audience in a deeper way, considering you aren't limited to a specific character count. From sharing behind-the-scenes insights to busting industry myths, a blog gives your brand and your website alike the chance to build authority.

Plus, repurposing content is made easy when you have a blog. You can break down that content into social media posts or...

Email Marketing

...email copy! The people on your email list have invited you into their inboxes. So, what you send them better be worth their time. After all, it's extremely easy to hit that delete button and send emails straight to the trash without really reading them, which I'm sure you've done a time or two. Rather than coming across as spam, your email campaigns should be made up of subject lines that hook, content that feels personal, and calls to action that are compelling. Done right, email marketing keeps your business top of mind without being annoying.

Sales Materials

This is where strategy and storytelling collide. You might be creating pitch decks, brochures, or one-page lead magnets. In any case, your sales assets should speak directly to your customers' problems while showing how you are the top solution. The goal is conversion, but don't lose your brand voice in the process. Sales content should still sound like you, otherwise you risk feeling cookie-cutter. These materials are intended to seal the deal by backing up what sets you apart.

One Business, One Voice, Every Time

I've said it before (in another blog, in fact) and I'll say it again: consistency is key when it comes to your voice. If your brand sounds buttoned-up on your website but like a literal gremlin on social media... it's going to confuse your audience.

A strong brand voice means showing up the same way in every interaction. And trust me, people notice when certain messages come out of left field.

Duolingo? Sassy and unhinged. Nike? Inspirational and motivational. Dove? Empathetic and heartfelt. You? You get to decide. Whether your brand goes that buttoned-up or gremlin route, your language needs to match the persona. Then, make sure that everyone who is creating content on your business's behalf is on the same page.

Make Your Words Work For You

If you want your content to connect and convert, keep these quick tips in mind:

1. Choose clarity over cleverness to ensure understanding from every reader.

2. Prioritize creating content that adds value, not just putting something out there for the sake of putting it out there.

3. Speak the language of your customers, not necessarily your industry leaders who know all the jargon like the back of their hands.

4. If you're using emojis, be intentional with them! They should be there to enhance tone, rather than clutter your message.

5. Take a mobile-first approach (short, punchy, scroll-friendly) since most content is consumed on phones.

6. EDIT, EDIT, EDIT! Don't be deemed unprofessional due to silly typos.

7. Write down the do's and don'ts for tone, vocabulary, and style to stay consistent.

8. Remember that what worked a few years ago might not work the same now. Brands evolve, and so should your content.

Happy writing!

~Meg