BRAND DEVELOPMENTBRANDINGDESIGNDEVELOPMENTMARKETING
You’ve nailed your purpose and defined your values. You’ve done the deep work of figuring out why your brand exists. But how do you develop a brand voice?
But now comes the tricky question: how does it speak?
Imagine this—your brand has something brilliant to say. The message is strong; the story is beautiful… but the delivery? Flat. Robotic. Like Siri reading your favorite book. Yikes!
That’s where brand voice comes in. And believe me—it’s not about sounding polished or “professional.” It’s about sounding real. Like you mean it. Like you.
What Is Brand Voice, Anyway?
Picture your brand as a person sitting across from your audience at a café. What would that conversation sound like? Would it be warm and witty? Calm and precise? Bold and unfiltered? That’s your brand voice—the personality in your words.
It shows up everywhere: on your website, in your DMs, your packaging, your newsletter, even on that tiny “thank you” card tucked inside a gift to your client. It’s in the way you say hello, the way you apologize, the way you celebrate. Think of it as your brand’s fingerprint in language form—distinct, recognizable, and impossible to fake.
“Your brand voice is your brand’s fingerprint in language form—distinct, recognizable, and impossible to fake.“
Why It Matters More Than You Think
Now, step back for a moment and imagine walking through a busy market. Everyone’s shouting offers, waving signs, fighting for attention. It’s loud, messy, chaotic. And then—someone speaks in a tone that feels familiar. Honest. Warm. You turn and listen. You connect.
That’s what a strong voice does. It cuts through the noise, not by being louder, but by being consistent.
When done right, your brand voice:
- Builds familiarity—people begin to recognize you by tone, not just logo.
- Builds trust—because consistency feels like reliability.
- Filters your audience—the right voice attracts the right people (and that’s half the battle).
- Adds soul—because people fall for personalities, not polished scripts.
Your voice, quite simply, is how your audience feels you—long before they see you.
Real Talk: Your Brand Already Has a Voice (Whether You Like It or Not)
Here’s the thing: even silence speaks.
If you’ve ever sent an email, replied to a comment, or posted on social media, you’ve already used a voice. The question is—was it intentional?
“A strong brand voice cuts through the noise, not by being louder, but by being consistent.“
Most brands, at first, sound a bit like mood rings: playful on Instagram, stiff in emails, robotic on their website, making the brand feel like a stranger every time they meet it (or like it has multiple personality disorder). That inconsistency really confuses your audience.
But when you define your voice—really define it—you stop sounding random and start sounding real.
How to Find (or Refine) Your Voice
Finding your voice isn’t about inventing something new. It’s about uncovering what’s already there. And how do you do this?
Step 1: Look Inward
Picture your brand as a person walking into a room.
How do they greet people? Do they lead with energy and jokes—or quiet confidence?
What kind of stories do they tell? What words do they use when they’re excited, or when they’re sorry?
Your brand’s tone should mirror its heart. If your purpose is to empower and uplift, but your language reads like an accounting textbook, there’s a disconnect.
“Your voice doesn’t change, but your tone does.“
Step 2: Analyze Your Favorites
Now, turn your gaze outward. Look at the brands that get you.
- Mailchimp: Quirky, confident, human.
- Safaricom: Proudly local, innovative, inclusive.
- Coca-Cola: Joyful, nostalgic, instantly warm.
- Expona: Bold, creative, approachable (like the friend who always sees your potential).
When you read or hear them, how do they make you feel? That emotion is what voice does. It makes people feel seen.
Step 3: Define Your Voice Traits
This is where you bottle your essence. Choose 3–5 words that describe how your brand should sound.
Maybe it’s confident but never cocky.
Or friendly but not childish.
Or professional without being stiff.
Then, write down what each trait means—and what it doesn’t. Those simple contrasts can guide your entire content team to stay in sync, no matter who’s writing.
The Voice-to-Tone Switch
Here’s a secret every great communicator knows: your voice doesn’t change, but your tone does. Think of it like this—your brand voice is your personality. Your tone is your mood.
You’re still you, but how you speak shifts depending on the situation:
- Launching a new product? → Energetic and enthusiastic.
- Sending an apology? → Sincere and empathetic.
- Chatting with a confused customer? → Calm and reassuring.
Much like a musician, you’re playing the same instrument—but you’re changing the tune to fit the moment.
Common Mistakes (And How to Avoid Them)
Let’s clear the air—finding your voice isn’t about perfection. It’s about intention. But a few traps can kill even the best efforts:
Trying to sound like everyone else – If you blend in, you’ll be forgotten. Bold beats bland every time.
Overusing jargon – Unless you’re talking to rocket scientists and professors, ditch the acronyms and fluff.
Being inconsistent – Make sure your social, website, and team emails all sound like the same person is behind them. Be brave enough to sound like you everywhere.
Creating a Brand Voice Guide
Once you’ve found your rhythm, write it down before it fades. Create a voice guide that becomes your brand’s conversational compass—something every writer, designer, and team member can lean on. Include:
- Your 3–5 voice traits (with examples)
- Tone shifts for different situations
- Dos and don’ts
- Real excerpts from your brand communication
Think of it as your brand’s language DNA. A living document that keeps your story consistent—no matter who’s telling it.
🎯 TL;DR
- Your brand voice is your personality in words.
- It should reflect your purpose, values, and audience.
- Consistency builds trust.
- The right voice makes you recognizable—even without a logo in sight.
🛠️ Brand Voice Prompt
Before you close this tab, take 15 minutes and ask yourself:
- If my brand were a person, how would it talk?
- What three adjectives describe that voice?
- What kinds of words or tones don’t belong?
Answer honestly. You’ll be surprised how much clarity those questions bring.
Up Next in the Series…
Now that you’ve learned to speak your brand, it’s time to dress it.
In Post 4, we’ll explore how visuals—color, typography, imagery—can mirror your voice and elevate your identity. Because the strongest brands don’t just talk the talk; they look the part too.
After all, when you talk like you mean it—and look like you belong—your brand becomes unforgettable!
Is your brand saying what you want it to say?
Take our 2-minute Brand Identity Quiz to uncover how clear, cohesive, and compelling your brand really is — and where it could shine brighter.
About the Author
Edward Chege is a Brand Identity Consultant passionate about helping businesses create authentic, impactful brand identities that resonate. With expertise in strategy, design, and storytelling, Edward helps brands unlock their full potential and stand out in competitive markets.
Want help developing your brand identity? Email me or connect on LinkedIn.
