How to Build a brand voice that doesn’t suck
Your product is smart. Your team is brilliant. Your graphics are fun. But your brand voice? Well… it sucks.
And we all know it, we don’t say it because we like you.
It sounds like a committee: it overuses buzzwords, screams CTAs, or worse, reads like a user manual from 2003.
Let’s fix that. Or at least, try.
What Is a Brand Voice (And Why Should You Care)?
Your brand voice is the tone and style that your company uses when communicating. It’s not just what you’re saying —it’s how you say it. It should be as consistent as your logo and as intentional as your product design. In a noisy, AI-written world, a good brand voice is one of the few things that still might feel real. It’s what helps you connect with your audience, stand out from competitors, and build long-term trust.
Most Brand Voices Suck Because…
- They copy the competition: If your tone is “innovative, scalable, AI-powered,” congratulations. You sound like 90% of the internet. It’s not that it isn’t true, it’s just not enough.
- They’re inconsistent: your homepage hasn’t been updated in two years, your emails sound like a chatbot, and your documents are robotic.
- They’re afraid to sound human if being human is somehow unprofessional. People buy from people. But most brand copy sounds like it was written for a panel of lawyers and moderator bots.
What a Great Brand Voice Does Instead
Expresses personality: Whether you’re quirky, confident, rebellious, or chill – pick a vibe and own it!
Reflects your audience: You should sound like someone your customers would actually talk to – know your personas!
Stays consistent: From blog to banner ad, your voice should always feel like you – not your competitors.
Practical Steps to Build a Brand Voice That Connects
1. Start with Three Words
Pick 3 adjectives that define your ideal tone. Not just “friendly”, “professional” or “trustworthy” – we expect every business’s tone to be those. Try combos that reflect a real person, like:
- Smart, dry, confident
- Helpful, nerdy, precise
- Bold, clear, no-BS
Write these down. This is your compass. Have these in mind whenever you think of a new idea for your business.
2. Define Your Do’s and Don’ts
Create a cheat sheet of writing habits to encourage (and avoid). Meet with your team to ensure everyone is on board and wants to communicate the same way. Example:
Write like you speak, but refine it
- Use contractions (it’s, we’re, you’re)
- Explain concepts in simple terms
- You want to make the reader feel smart
Keep consistency without being boring
- Don’t use jargon unless you’re going to explain it
- Never talk down to the reader
- Stop sounding like you’re trying too hard
3. Use Real-Life Scenarios
Research and document how your brand voice has been showing up in different formats:
- A homepage headline
- An error message
- A tweet
- A phone call with customer support
- A product tour intro
This makes your tone practical, not just theoretical.
Unearth your brand’s raw personality
A strong brand voice isn’t loud. It’s clear. It doesn’t try to sound impressive. It tries to sound like you.
And it doesn’t suck—because it was built with intention, not templates. Even if it does not perform as you expected it to. In the future, it will make a difference.
Speaking of the future, making it real doesn’t mean removing it from the current environment and business. If you and your team rely on AI tools for communication, do so, but ensure they are trained properly.
Want a voice guide that doesn’t sound like a textbook? Let’s build one, together!