This probably isn’t the first time you’ve heard about brand voice and its importance.  If you’re anything like me, you’ve heard businesses throw around the term like it’s something you already understand instead of a trendy buzz word that isn’t well defined. 

But at the risk of surprising you, my goal isn’t to generalize and offer a bunch of tips that aren’t applicable to your business.

Instead of keeping things vague, I want to get honest and instance-driven when it comes to brand voice. So you can walk away with a concrete understanding and some in-the-wild examples to call to mind. 

A quick caveat before we dive in: 

I’m the biggest proponent of brand voice. The majority of my business and offerings center around it because I’ve seen businesses thrive when they have it mastered and suffer when they don’t. If you’re looking for more information on how a brand voice can strengthen your business, check out this post

But I’m also not going to perpetuate the falsity that a strong brand voice is the silver bullet that will fix all your problems and make you a ton of money by instantly guaranteeing you success. I see writers all over the internet attempting to capitalize on this promise, and it just isn’t true. 

Brand voice is a singular piece in the greater puzzle that is writing, marketing, and building trust with your clients, not the magical cure that solves your every problem. 

So, if you’re looking for a marketing fix-all, you won’t find it here. But if you’re looking for some value and perspective around brand voice, then keep reading. 

What is Brand Voice? 

Your brand voice is your unique personality, tone, and style of communication that you use to connect with your audience. Brand voice dives straight into the nitty gritty of your brand personality. It is not just about what you say, it’s about how you say it.

Brand voice is made up of your 

• Cadence
• Tone
• Word Choice

Just from this list alone, I hope you’re starting to see that brand voice is not a one size fits all kind of thing.

It’s a unique tapestry informed by the DNA of your business and the creative offerings you bring to your audience. It’s grounded in the problems you solve and your personality should shine through every aspect of it. 

Brand Voices In The Wild

One of the most helpful tools I’ve discovered when formulating a brand voice is the Brand Archetype Framework found in Margaret Mark’s The Hero and The Outlaw. 

It’s a great tool for creating successful, resilient brands. And if you listen to her, your brand archetype should always inform your brand voice. There are 12 overarching Brand Archetypes and whether you’re the Lover or the Everyman, your archetype will help determine your brand voice. Let’s look at a few real life examples.

The Explorer

If you’re The Explorer, like Redefined Weddings, your brand focuses on adventures and experiences that push conventional boundaries and help your clients feel free. 

The Explorer might say: 

Your story isn’t boring, so your photos shouldn’t be either. Uncover excitement. 

This brand voice keeps sentences short and choppy. It appeals to your sense of adventure and spontaneity. Its tone calls you out of everyday tasks and boring to do lists and into excitement.  

The Caretaker

If you’re The Caretaker, like Elle and Elle Design Co, your brand focuses on helping clients feel seen, known and valued. 

The Caretaker might say:

Get your business the support it deserves. Elle and Elle Design Co. offers collaboration, community, and creativity for the health and wellness entrepreneur. 

This brand voice favors longer sentences. It appeals to your emotions and wants to connect with you. The message is “everyone wants to be taken care of, here’s a way to achieve that in business.” Its tone piques a desire for support and trust. 

The Jester

If you’re The Jester, like Homestead Photo Booth Co , your brand focuses on connecting with your audience through fun and wit. While the Jester loves to push the boundaries much like the explorer does, the Jester chooses to do so through laughter and playfulness. 

The Jester might say: 

We like to say we’re spicing up events and making you look good, one booth at a time.  

This brand favors flowing, compound sentences that emphasize the brand’s wit. It gives off the feeling that this brand would show up to a black tie event in cowboy boots (hello Garth Brooks). They might even insult you at the party and then hop on stage to lead the room in a karaoke song. 

The Cardinal Rule

Hopefully, these examples have helped you understand what a brand voice truly is and how it’s used throughout business. As you explore your own brand voice, remember the cardinal rule: be consistent. 

Can you imagine if the same business showed up as the Jester in their emails and then as the Caretaker in their instagram post? It would be confusing. And confusion breaks trust and hinders sales, the opposite of what a brand voice should be doing. 

If you’re looking to learn more about brand voice and how it can help strengthen your creative business, you can get in touch with me here, I’m always down to chat. 

-Caro