How To Find Your Unique (Utterly Gorgeous) Brand Voice

It’s one of those unavoidable things when running a business. Branding! You’ll probably be very familiar with your own brand colours, brand imagery, brand style guidelines, brand mission, brand values, and so forth.

But one area you may not be so clued up in is: Dun dun duuuuun! Your brand voice.

Brand voice: What is it?

A brand voice is better thought of from a humanistic angle rather than a writing angle I think. Essentially, your brand voice is the personality in the words you use.

It’s how your words express themselves.

Try and think of a brand voice simply as a person speaking. Say you’re round the dinner table and there’s a flowing conversation happening; not everyone in the room is speaking at the same. Some have long pauses. Others speak super fast. Some are bolder. Others are shy and quiet.

This is the same with a brand voice. It’s not what you say, but how you say it.

How do I find my brand voice?

There are two ways when you really simplify things to find a brand voice:

1. Simply start writing and see how it lands (great if you’re a solopreneur)
2. Firmly choose how you want your brand to sound, then start writing like that.

Option 1 is OK if you’re more of a ‘side hustle’ or hobby business or are just getting started, and marketing is the last thing on your mind.

Option 2 is if you’re dead serious about your business. Your brand is your lifeline in reality so choosing a brand voice rather than making it up is a smart business move.

How do I remember my brand voice?

Writing down your brand voice is crucial, my friends. Separate words based on feelings or mood as a starting point, it works pretty well (see my word band below for some inspo).

You can pick and choose words from different categories, and to me, this is a great move – the best brand voices (aka strongest) cross over multiple categories, so long as the categories resonate, or at least, you’ve got a copywriter clever enough to blend them well together.

Example: You can have a brand voice which is professional AND quirky, or bold and clean, but I would personally avoid professional AND ultra – casual (kinda polar opposites, you know?)

Brand Voice Word Bank

Indulge yourself in this minor selection of hand picked words that I have personally classified as a professional copywriter of ~ 8 years experience.

Professional: Polished · Authoritative · Competent · Experienced · Skillful · Knowledgeable · Practised · Proficient · Refined · Measured · Credible · Distinguished · Composed · Articulate · Assured · Accomplished

Casual: Approachable · Friendly · Spontaneous · Laid back · Mellow · Easygoing · Conversational · Warm · Relaxed · Breezy · Chatty · Informal · Personable · Unforced · Lighthearted

Down to Earth: Plainspoken · Matter of fact · Frank · Unpretentious · Authentic · Realistic · Genuine · Straightforward · Honest · Relatable · Humble · Practical · No-nonsense · Transparent · Grounded · Real · Direct

Bold / Assertive: Confident · Blunt · Bold · No holds barred · Straight down the line · Zero bulls*it · Daring · Unapologetic · Fearless · Gutsy · Provocative · Punchy · Outspoken · Brash

Ethereal / Dreamy: Dreamy · Floaty · Whimsical · Imaginative · Aspirational · Idealistic · Airy · Enchanting · Ethereal · Visionary · Poetic · Mystical · Otherworldly · Fantastical · Wistful

Fresh / Vibrant: Invigorating · Alive · Rejuvenated · New · Original · Upbeat · Dynamic · Spirited · Energetic · Zesty · Bright · Effervescent · Vivid · Electric · Revitalised

Quirky: Playful · Witty · Offbeat · Unexpected · Eccentric · Cheeky · Tongue-in-cheek · Irreverent · Idiosyncratic · Zany · Sprightly · Fun · Mischievous · Clever · Unconventional · Curious · Left-field

Dignified / Principled: Honorable · Respectful · Considerate · Humble · Gracious · Reverential · Noble · Courteous · Decent · Sincere · Trustworthy · Ethical · Virtuous · Conscientious · Upstanding

Clean / Minimal: Crisp · Precise · Minimal · Streamlined · Clear · Uncluttered · Simple · Refined · Purposeful · Restrained · Elegant · Pared back · Deliberate · Sharp · Neat · Unfussy

Disciplined / Stern: Serious · Stern · No messing about · Relentless · Rigorous · Exacting · Focused · Uncompromising · Commanding · Firm · Resolute · Steely · Driven · Unwavering · Tenacious

Final tips for choosing a brand voice

• Don’t overthink it. Some of the best things I’ve written have been knocked out in five minutes.
• Stick with one feeling or vibe to begin with. You can always develop your brand voice later on once your business gets traction.
• Write in your chosen brand voice on every piece of content and copy you put out. Be strict with yourself! Stay committed to it.
• Take care when dealing with important things such as refunds, checkout pages and when collecting personal data. Always use professional, clean language on these.

I hope this short and sweet post helps you if you’re a brand new entrepreneur, or equally, if you’re established and wish to develop a new brand voice for your business, perhaps if you’re pivoting or exploring new territory/target niches.

If you’d like to talk to me about anything you’ve read in this article or find out more about my marketing services, you can contact me here.

Thanks for reading!

This article was first published in July 2023 on my previous website.