Blog

Have you ever read a sentence and instantly known who wrote it? That, right there, is the magic of a unique brand voice.

A few years ago, I was working with a boutique skincare company that had everything going for it—great products, ethical sourcing, beautiful packaging—but their blog and website copy? Completely forgettable. It sounded like everyone else in the industry. The turning point came when we defined their brand voice. Sales grew. Customers felt more connected. They stopped being just another brand, and started becoming the brand. That’s the power of a unique voice in writing.

In today’s sea of sameness, developing a distinctive tone isn’t a luxury—it’s essential. It builds trust, recognition, and emotional resonance. And if you’re here, you’re probably wondering: how do I create a voice that’s unmistakably me (or us)?

Let’s unpack that, step by step.

What Is a Brand Voice, Really?

Think of brand voice as your brand’s personality expressed through words. It’s not what you say—it’s how you say it. While your messaging might cover common themes like trust, quality, or expertise, your voice gives it unique flavour.

For example:

• Innocent Drinks use playful, cheeky language.
• Apple sounds sleek, minimal, and forward-thinking.
• The Economist sticks to intellectual and authoritative.

And yet, they all talk about similar things—products, markets, innovation—but sound nothing alike.

Why Does Brand Voice Matter?

According to a 2021 Lucidpress report, consistent brand presentation can increase revenue by up to 33%. Voice consistency across platforms is a huge part of that.

Here’s why it matters:

• Trust: A consistent, recognisable voice builds credibility.
• Recognition: You become more memorable in a crowded space.
• Emotional Connection: People relate to how you speak, not just what you offer.

As Neil Patel puts it, “People don’t connect with businesses—they connect with personalities.”

Step 1: Know Thyself (and Your Audience)

Before you find your voice, you need to know who’s speaking—and who’s listening.

Define Your Core Values

Ask yourself:

• What do we stand for?
• What values drive our decisions?
• If our brand were a person, how would they behave at a dinner party?

Take Patagonia: they’re rugged, environmentally driven, and blunt. Their voice reflects those values in every post, product description, and campaign.

Understand Your Audience’s Language

You can’t develop a voice in a vacuum. Study how your audience speaks:

• Do they prefer casual or formal language?
• Are they industry experts or newcomers?
• What platforms do they use?

Tools like SparkToro, Reddit, or even Amazon reviews can offer goldmine insights into how your ideal customer talks—and what they care about.

Step 2: Audit Your Existing Content

You might already have fragments of a brand voice hidden in your content.

Conduct a Voice Audit

Pull 10–20 pieces of recent content and look for patterns:

• Are there repeated phrases?
• Does the tone lean warm, formal, witty, blunt?
• Is the writing consistent across platforms?

Highlight what feels right—and what doesn’t. This gives you a solid foundation for shaping a consistent voice.

Step 3: Create a Voice Chart (Yes, Really)

This may sound tedious, but it’s a game changer for consistency.

Build Your Brand Voice Chart

Create a table with these columns:

This chart becomes your writing compass—especially useful when onboarding writers or briefing designers.

Step 4: Train Your Team and Standardise It

Your brand voice isn’t just for the marketing team. It should echo through:

• Customer service emails
• Sales presentations
• Product packaging
• Social captions

Use style guides, workshops, and writing templates to bring everyone on board. Mailchimp’s Content Style Guide is a brilliant example of how to do this well.

Step 5: Infuse It Into Every Touchpoint

Once your voice is defined, apply it across all platforms:

• Website copy
• Social media
• Emails
• Ads
• Blog posts

For instance, if your brand is witty, your 404 error page shouldn’t say, “Page not found.” It should say, “Well, this is awkward. We’ve lost that page somewhere in the internet void.”

Every touchpoint is an opportunity to reinforce who you are.

Step 6: Iterate and Evolve

Just like people, brand voices can (and should) evolve. As you grow, your audience might shift, your products might change, or your mission might expand.

Schedule a quarterly or biannual voice check-up. Ask:

• Is our voice still resonating?
• Are there inconsistencies?
• Has our audience changed?

Stay nimble, but grounded in your core tone.

Real-World Example: Grammarly

Grammarly’s brand voice is polished but approachable, clever yet educational.

They define it as:

• Supportive, not patronising
• Clear, not robotic
• Optimistic, not naive

You’ll see this across their social content, newsletters, onboarding emails, and even their plugin messages. It’s seamless—and that’s no accident.

FAQs:

What is the difference between brand voice and brand tone?

Brand voice is consistent; it’s your overall personality. Tone adjusts depending on context (e.g., cheerful on social, serious in a crisis).

Can small businesses benefit from a defined brand voice?

Absolutely. In fact, it’s one of the best ways to punch above your weight in a crowded market.

How long does it take to establish a unique voice?

It varies, but with focused effort, most brands see clarity within a few weeks of consistent application.

Should I copy a successful brand’s voice?

No. Get inspired, yes—but copycatting will dilute your authenticity and confuse your audience.

Final Thoughts

Developing a unique brand voice in writing isn’t about inventing a persona from scratch. It’s about uncovering the personality already inside your brand—and turning up the volume.

So take time to listen, audit, define, and embed your voice into every word you publish. Because in a world where everyone’s speaking, only a few truly resonate.

What’s the most memorable brand voice you’ve encountered—and why? I’d love to hear your thoughts in the comments.