How to Develop Your Brand Voice

If your content sounds a little “meh” or like it could belong to literally anyone, it’s time to nail down your brand voice. Because let’s be real, if your brand doesn’t have a personality, why should anyone pay attention?

So, let’s get you a voice that stands out.

What Is a Brand Voice?

Your brand voice is the vibe, the energy, the personality behind everything you say online. It’s not just what you say but how you say it. Your voice should be recognizable whether you’re writing captions, emails, or sassy replies to DMs.

Think of your brand as a person. Are they the no-BS business coach, the sarcastic bestie, or the calm, collected mentor? Your voice makes sure your audience gets you.

Your brand voice helps you:

• Stand out in a sea of sameness
• Build trust with your audience
• Attract the right people (and make the wrong ones peace out)

How to Find Your Voice

1. Figure Out What You Stand For

Your brand values shape how you communicate. If you’re all about high energy and hustle, you’ll sound way different than someone who focuses on mindfulness and balance.

2. Know Who You’re Talking To

Are you chatting with burnt-out corporate pros looking for a change? Or creative entrepreneurs juggling 50 ideas at once? Your audience influences your tone, language, and even the kind of humor you use.

3. Audit Your Current Content

Scroll through your past posts and see what’s working? What sounds most like you? If something feels stiff or robotic, toss it. Keep what feels natural and engaging.

4. Pick 3–5 Words That Define Your Brand Voice

This is where things start clicking. Do you want your brand to be:

• Bold?
• Playful?
• Professional?
• Quirky?
• Inspirational?
• Sassy?

Once you have your words, use them as a filter for everything you create.

Brand Voice Examples

1. The No-BS Expert

• Example: Gary Vee, Boss Babe, GymShark
• Tone: Direct, motivational, maybe a little intense
• Example Sentence: “Stop waiting for the ‘perfect time’—it doesn’t exist. Take action now.”
• Best For: Business coaches, fitness brands, personal development brands

2. The Fun & Quirky Brand

• Example: Wendy’s Twitter, Oatly, Pop-Tarts
• Tone: Sarcastic, witty, casual
• Example Sentence: “If your coffee doesn’t have oat milk in it, are you even living?”
• Best For: Food brands, lifestyle coaches, fun-loving businesses

3. The Warm & Encouraging Mentor

• Example: Brene Brown, Dove, wellness coaches
• Tone: Supportive, heartfelt, inspiring
• Example Sentence: “You are more resilient than you realize. Celebrate how far you’ve come today.”
• Best For: Life coaches, therapists, wellness brands

4. The Luxe & Sophisticated Brand

• Example: Chanel, Vogue, high-end travel brands
• Tone: Elegant, refined, aspirational
• Example Sentence: “Timeless elegance meets modern sophistication—introducing our latest collection.”
• Best For: Luxury fashion, beauty, premium brands

5. The Fun & Sarcastic Bestie

• Example: Glossier, Dollar Shave Club, Old Spice
• Tone: Playful, cheeky, relatable
• Example Sentence: “We make skincare so good, even your ex’s new girlfriend will ask what you’re using.”
• Best For: Beauty brands, lifestyle influencers, social-first brands

6. The Girl Boss Energy Brand

• Example: Sophia Amoruso’s #GIRLBOSS, The Everygirl, Create & Cultivate
• Tone: Confident, empowering, high-energy
• Example Sentence: “You didn’t come this far just to play small. Build your empire, girl.”
• Best For: Female entrepreneurs, business coaches, personal brands

7. The Edgy & Rebellious Brand

• Example: Liquid Death, Cards Against Humanity, Harley-Davidson
• Tone: Bold, provocative, unapologetic
• Example Sentence: “Water doesn’t have to be boring. Drink it like a rockstar.”
• Best For: Edgy lifestyle brands, unconventional products, rebellious brands

8. The Smart & Witty Professional

• Example: The Skimm, HubSpot, Mailchimp
• Tone: Informative, clever, conversational
• Example Sentence: “Marketing doesn’t have to be overwhelming. We break it down so it actually makes sense.”
• Best For: Digital marketers, tech companies, startups

Time to Lock It In

Answer these quick questions to define your voice:

1. Three words that describe my brand voice:
2. How I want my audience to feel when they read my content:
3. Brands I admire with a similar voice:

Once you’ve nailed it down, stay consistent! Your audience should recognize your brand’s voice instantly, whether they’re reading an Instagram caption, an email, or a tweet.

Need Help Defining Your Brand Voice?

If you’re stuck, let’s work together to refine your brand’s personality so your content feels exactly like you. Let’s make your brand voice impossible to ignore!