Ever had someone describe you in a way that made you think, “Wait… that’s how I come across?”
We move through life assuming people see us the way we see ourselves — but they rarely do.
In business, that gap becomes impossible to ignore.
Suddenly you’re face-to-face with how people interpret your presence, your words, your energy… and whether it inspires trust or confusion.
And whether you like it or not, part of the job is learning how to guide that perception — ethically, intentionally, confidently.
That’s where your brand voice comes in.
It’s the difference between blending in and becoming unmistakable.
Between “just another person selling something” and “oh, I get them — I trust them.”
Before you can refine it, you have to understand it.
(what unique lens and experiences do you bring to the table that are relevant to your offers)
This could be lived experiences, past jobs, how you handle pressure, your after hours style, your rituals, etcetera.
For example:
Maybe you’re a social media manager who used to work in hospitality.
Your edge is that you understand people– their moods, their tells, their behavioural patterns– because you’ve spent years reading the room under pressure.
That lived experience becomes part of your brand voice: grounded, intuitive, tuned in to emotional cues.
Your language will determine the crowd you draw.
For example:
If you write in a clean and direct tone?
You’ll attract decisively-minded, results-driven buyers who want a clear path to ROI.
But if your tone is softer, casual, and a little humorous, you’ll attract learners, creatives, and slower-decision makers who value vibe and connection before they invest.
Slip into the shoes of your target audience. Imagine their day to day life– their spending habits, their leisurely activities, their restrictions. Now envision what your offer means for them, beyond the confines of your literal service.
For example:
Let’s say your ideal client is a new business owner juggling kids, clients, and a tiny sliver of alone time.
Your done-for-you service doesn’t just “save them time” — it gives them mental space, reduces decision fatigue, and lets them feel more in control of their schedules.
That’s the real value your messaging should highlight.
These are the descriptive words that communicate your brand’s energy, tone, and vibe.
No matter what you post, ask yourself: Does this align with my brand voice?
Consistency is key for compounding a brand voice with resonance.
Then, enforce those adjectives with descriptions.
What does that mean for your consumer?
Ask yourself: does this align with my brand’s mission?
For example:
Let’s say your mission is to help small business owners feel confident selling their work without using sleazy or manipulative tactics.
If that’s your core purpose, then every piece of content you create should reinforce that mission:
So if you find yourself writing something that leans too pushy, overly hyped, or feels misaligned, you’d pause and ask:
“Does this reflect the mission of helping people sell confidently without the sleaze?”
That’s how your mission becomes the filter that keeps your brand voice consistent and trustworthy.
Whether that’s industry jargon, or super stripped down and casual, understand how your ideal audience receives information around your offer, and then deliver it
Look at the clues.
What content is resonating with the people you want to work with?
Take note: what was your tone? Serious? Playful? More educational or assertive?
This tells you what your audience responds to and what you should lean into.
For example:
Say you’re a business coach who wants to be seen as clear, motivating, and no-nonsense — but your top-performing content is playful, cheeky, and full of soft encouragement.
There’s a gap.
Now you have a decision:
Do you sharpen the playful tone into something more assertive?
Or lean into the warmth that’s already working?
Your brand voice lives in that choice.
It’s not about inventing a persona — it’s about aligning your intention with what your audience is already responding to.
If deciding who you are feels overwhelming, start with who you aren’t.
Aka: the ways of being and words you never want associated with your brand.
Write it out.
Styles and trends that give you full-body ick. Words that make your hair stand on end. The vibe of someone saying “They were so [insert cringe adjective here]” and your soul literally leaving your body.
Then, write out the parallels.
Look at competitors who you admire (or don’t) and take note of what they’re doing–
The voice, the language, the style of content.
What’s landing? What isn’t? And would a version of their style work for your brand?
How can you put your own twist or spin on tried and true methods from greats who’ve come before?
You don’t have to figure out every angle right out the gate. Just keep these questions and musings in your mind while you do market research, or are out in the wild… keep a mental checklist.
Pick an adjective.
Pick a genre.
Let your mind play.
And then let your actions compound.
Remember:
Your brand voice isn’t something you discover once…it’s something you refine as you grow, as your audience grows, and as your offers evolve.
The more intentionally you shape it, the more magnetic and consistent your presence becomes. It’s not about trying to sound like someone or something you’re not… it’s about sounding unmistakably like you.
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