Your brand voice is the tone and personality that is present in everything your business says and does — from your website copy to Instagram captions. It's what makes your brand recognizable and keeps customers coming back.
Defining your brand personality: Questions every small business should answer
Before you write anything, take time to figure out who your brand is — if it were a person, how would it present itself? Here are some questions to ask yourself to get started:
- Is it confident and bold, calm and helpful, or quirky and playful? Think about the emotions you want customers to feel when they interact with your business.
- How casual or formal should your voice be? Is it serious or more laid-back and friendly?
- What is your approach to humor? Do you want to sound fun and witty or keep things professional?
- What kind of expert are you? Are you the seasoned pro, the helpful guide, or the enthusiastic peer? The way you share information should match your experience and how you want to relate to your audience.
How to translate brand values into a consistent tone and language
Once you’ve nailed down your personality, the next step is turning that into a clear writing style. Start with your core values and think about how those values show up in your words. For example, if you value transparency, you might explain your process clearly and avoid buzzwords.
Sentence length and structure matter too. A brand that values simplicity might keep things short and to the point. A brand that values depth, though, might use longer sentences that explore ideas in more detail.
Pay attention to the words you choose since they shape how people perceive your brand. A financial planning firm might lean heavily on words like “clarity,” “confidence,” and “long term.” A home services company might focus on words like “reliable,” “on time,” and “stress-free.” Regardless of your industry, the words you use should reflect your values and evoke certain feelings in your audience.
Also, intentionally decide how you'll address your audience. Do you say “we” to create a sense of community? Or “you” to make it customer-focused?
Before you write anything, take time to figure out who your brand is — if it were a person, how would it present itself?
Creating a brand voice chart for your team
A brand voice chart helps everyone stay on the same page. It turns your tone into a practical tool you can use across your business. Starting by creating a chart with three columns: we are, we are not, and example phrases.
For instance, let’s say you run a sustainable fashion business — this is what your chart might look like:
We are: Honest, friendly, hopeful.
We are not: Pushy or preachy.
Examples: “Real change takes time,” “Here’s how we’re improving,” “Progress over perfection.”
Or for a financial planning firm:
We are: Clear, supportive, calm.
We are not: Intimidating or salesy.
Examples: “Let’s break this down,” “You’re not alone,” “Money shouldn’t be stressful.”
You can also include style notes like grammar rules and tips for specific situations. For example, how should your brand respond to a complaint or promote a product launch? These notes make it easier to stay consistent.
Mistakes to avoid when developing your brand voice
One of the biggest mistakes companies make is trying to sound like everyone else. If you water down your voice to appeal to everyone, it won’t connect with anyone. Focus on the people you want to reach most — your brand messaging should speak directly to them.
And don’t confuse voice with messaging — your voice is how you say things, while messaging is what you say. The tone should always feel like you, regardless of the topic you happen to be writing about.
Another common issue is inconsistency across your various platforms. For example, if your website sounds different from your emails or social media posts, it creates confusion. Use your voice chart as a guide, and make sure everyone on your team understands it.
And always avoid pretending to be something you’re not. If you’re a local coffee shop with one location, don’t write like a national chain. Customers will respond better to honesty, so trying to sound bigger or more established than you are can turn people off. A brand voice that matches your actual size, style, and values builds more trust in the long run.
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