How to Find Your Brand Voice Without Sounding Generic
Finding a brand voice can feel a bit like trying to choose an outfit for your first day at work. You want something that feels like you, stands out, and still fits the setting. But here’s the thing, you don’t need fancy marketing jargon or years of experience to nail it. With a few simple steps, you can create a voice that is clear, real and memorable.
Below is a guide written in language that is easy to understand. It is perfect for beginners, small business owners and anyone wanting to improve their brand identity, or if they’re working in a marketing agency.
What Is a Brand Voice?
Your brand voice is the personality and tone your business uses whenever it communicates. It affects how people feel when they read your words. While your logo and colours represent your visual identity, your brand voice represents your verbal identity. In brand marketing, this voice helps your audience understand who you are and what you stand for.
Think of your brand voice like:
The tone you use when talking to a friend
The energy behind your texts, emails or captions
The vibe people feel when they read your content
A strong brand voice makes your business instantly recognisable, even without a logo.
Why a Generic Voice Hurts Your Brand
A generic voice is what happens when a brand sounds like everyone else.
You know the type:
“We are passionate about delivering solutions.”
“We care about quality and innovation.”
“Your success is our priority.”
These lines could come from any company in any industry, whether it is a digital marketing agency, a retailer or a local service provider.That means your audience will not remember you.
A strong, unique voice helps your brand:
Stand out in crowded markets
Build trust
Attract people who connect with your tone
Sound human, not corporate
One way to get there is to start with a business plan.
Step 1: Know Who You Are Talking To
Before shaping your brand voice, you need to understand who you are talking to. In marketing, this is called a persona. A persona is a detailed description of your ideal customer. It helps you understand their mindset, behaviour and needs, which is important for both branding and social media marketing.
Ask yourself:
How old are they and what stage of life are they in?
What problems are they trying to solve?
What motivates them to choose a brand?
How do they talk in everyday situations?
What type of language builds trust with them?
For example:
If your audience is mostly teenagers, you might use relaxed language and simple explanations.
If your audience is small business owners, you might sound confident, warm and practical.
Give this persona a name, age, job and hobbies. Each time you write, imagine you are speaking directly to them.
Step 2: List Three Words That Describe Your Brand Personality
Your brand personality is the foundation of your voice.
Choose three words that describe how you want your brand to feel. Examples:
Friendly, bold, quirky
Calm, helpful, reliable
Honest, clever, energetic
Make sure these words feel true to who you are, not just trendy.
Once you have your three words, use them as filters for everything you write.
Step 3: Study How You Already Communicate
You may already have hints of your brand voice in:
Messages with clients
Emails you write naturally
Social media posts that received good engagement
Look for patterns:
Do you naturally use humour?
Do you prefer short, punchy sentences?
Do you tell stories?
Your authentic voice usually shows up in your real communication.
Step 4: See What Competitors Are Doing (Then Do the Opposite)
Competitor research is an essential part of branding. By understanding what others in your industry sound like, you can find opportunities to differentiate your messaging. Visit websites or socials of businesses similar to yours.
Look for:
Words they repeat
Tones they use
Phrases that feel overused
If everyone else sounds formal and stiff, you can stand out by being energetic and real.
If they are all trying too hard to be cool, you can stand out by being simple and honest.
Different is your advantage.
Step 5: Create a Simple Voice Guide
A voice guide helps you stay consistent, even as your brand grows.
Include:
Your three personality words
Tone do’s and don’ts, for example Do be friendly and clear. Don’t use unnecessary jargon
Example sentences that show your style
Words or phrases you avoid
Here is a quick example:
Brand Personality: Fresh, genuine, playful
Do: Use clear language and show personality
Don’t: Use clichés or overly formal phrases
Example:
Not ideal: “We strive to deliver quality services.”
Better: “We make things easy so you can focus on what matters.”
Step 6: Write Like a Human
If you would not say it in real life, do not write it. Even in marketing, people want to feel they are talking to another human. Avoid stiff, overly formal writing.
To sound human:
Use everyday language
Keep sentences short
Avoid corporate speak
Use contractions, such as you are to you're
Speak to one person, not a crowd
People connect with people.
Step 7: Test and Adjust
Once you start using your brand voice, apply it to different parts of your marketing.
Test it in:
Website copy
Social media posts
Emails and newsletters
Advertisements
Blog articles
Track how your audience responds:
Do certain posts get more engagement?
Do people reply to your emails more often?
Do new customers mention your content?
Watch how people respond. If something feels off, adjust it. Your brand voice should evolve as your business grows. Do not be afraid to refine it when needed.
Final Thoughts
Creating a strong brand voice is about staying true to who you are and speaking in a way your audience understands. You do not need big fancy words or complex strategies. You just need clarity, personality and consistency.
When your voice feels real, your brand becomes memorable. Strong brand marketing starts with a voice people can recognise and trust, and if you ever need support, Pickled Pear Media can help guide you in the right direction.
