The complete brand voice guide to attract the right audience


When many people think about a brand, they think about colors and logos. But your brand voice is an equally important part of your brand. 

Your brand communicates using words, from what’s written on your website to social media posts, and even how you talk to customers. What you say and how you say it influences how people will view your brand. Which means that your words can help someone decide to become a customer – or go with a competitor. 

Whether you’ve thought about your brand voice or not, every brand has a voice. The question is, are you being intentional in how you talk to your customers? 

Read on to learn all about what a brand voice is and how to develop a brand voice that attracts the right customers.

What is your brand voice?

What’s your brand’s voice?

Your brand voice is the way that you talk to your audience. It’s a reflection of your brand’s personality. Yes, your brand has a personality. In fact, you can think about your brand like another person. Like a person, your brand has unique ways of talking.

A brand voice breaks down into three main components: vocabulary, style, and content. The words you choose, how you say them, and the topics you talk about shape your brand.

How you communicate these words is just as important as the words themselves. The type of things your brand talks, writes, or posts about is all part of your brand voice. 

Your brand voice should reflect who your ideal client is. It should feel like you are talking directly to them and providing them with the solutions to their pain points. Your Unique Value Proposition (UVP) also dictates your brand voice. 

For example, if your UVP as an attorney is that you provide easy to understand information, then your brand voice should be friendly and use simple language.

Your brand voice needs to stay consistent

It’s important that your brand voice stay consistent so people know what to expect when interacting with your brand.

That being said, you may want to change up the tone of what you say depending on where you are and what you’re saying.

Think about how you talk to a friend compared with how you talk to your boss, or a teacher. You may change your tone depending on the situation. 

Just like we adjust how we talk depending on who we’re talking to, your brand tone changes depending on who you’re talking to, or what you’re talking about. For example, your brand tone may be more formal and serious when you send a proposal out to a prospect, but when you create social media posts you tend to use emojis and pop culture references. 

While you may have some variations in your tone, your overall brand voice should stay consistent.

Is your brand voice your own voice?

personal vs corporate brand voice

So far, we’ve been talking about your brand like it’s a person. But your brand is not you, and your brand voice should be different from your own.

For some businesses, like consultants and coaches, your brand voice will likely be very close to your own voice. For other businesses, like CPAs or accountants, there may be some more distance between your voice and your brand voice.  

As the owner and face of a company, you need to make several decisions about writing and communicating. As a small business owner (and maybe your only employee), you likely have questions about whether you should have a personal voice or a more corporate voice.

Here are a few questions that break down the key differences between a personal voice and a corporate voice and which one is best for you

  • Should you post under your personal account or as a business on social media?
  • Should you use the pronoun ‘I’ or ‘we’ when you describe your business?
  • How close is your business brand to your personal brand?

A good rule of thumb is that if your business serves other businesses or you provide professional services, and you’re planning on expanding the business beyond yourself, then your brand voice may lean more corporate rather than personal.

How words and tone affect your brand image

Watch the video below to hear Branding Compass founder Emily Brackett talk about a real-life example of how important your words and tone are to your brand image.

Now that you know what your brand voice is, let’s talk about how to find your brand voice.

How to find your brand voice

Develop your brand voice

Finding your brand voice isn’t always easy, and often requires some trial and error. While you should ultimately aim for consistency with your brand voice, it doesn’t hurt to experiment a little bit at first until you find the right voice that speaks to your audienceHere are six tips to get you started on finding your brand voice: 

  1. Think of your brand as a person: You know how different people talk, so thinking of your brand as a person can help you develop a distinct voice. 
  2. Develop a Unique Value Proposition (UVP): A UVP is a statement of how your brand differs from your competitors. This can help you decide how your unique value is communicated.
  3. Separate your voice from your brand’s voice: It’s much easier to see how something is unique if we think about the ways it’s different from anything else. Start off by thinking about how your brand voice is different from your own. This will help you maintain the distance between your own voice and your brand voice.  
  4. Create consistency: Repetition isn’t just allowed – it’s necessary. As you write and talk more in your brand voice you’ll find yourself saying the same phrases over again. This is good. Use these phrases consistently, because consistent brands are strong brands
  5. Think beyond words: Communication doesn’t just happen in words. GIFs, emojis, and memes can enhance our message. If they fit your brand. And if they don’t, then don’t use them. 
  6. Take a cue from the competition: Comparison is a great tool for finding your voice. Research your competitors and note how your brand voice is the same or different from your competitors. 

As you can tell from these tips, developing your brand voice requires a lot of thought, and it isn’t always easy to start. 

Brand voice exercises with Branding Compass

Complete Guide to Finding and Using Your Brand Voice

Branding Compass includes exercises and recommendations that will help you develop your brand voice in as little as an hour. This self-guided process will help you narrow down how to develop a brand voice that speaks to your specific audience – including how not to attract the wrong audience. 

Your Branding Compass report includes three key components that can help you get on the right track as you develop your brand voice:

  1. Your Unique Value Proposition gives you an overview of the key content you want to touch on in your messaging. Branding Compass has a fun and easy way to help to you write your UVP.
  2. The brand alignment chart will tell you what words will attract your ideal clients and what words will turn them off!
  3. The key messages chart tells you what type of details your prospects want to hear before purchasing from you.

You can get started right now for free! To get all of your brand voice charts as well as clarity on your brand colors and fonts, Branding Compass costs just $49 as a one-time payment.  

Start building your brand

Begin developing a brand voice the easy way when you start your Branding Compass workbook. You’ll get expert, customized insights and help find the best words and the right tone to build your overall brand.


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