Finding Your Brand’s Voice (Without Sounding Like Everyone Else)
We often like to write posts about questions we get from clients or things that tend to come up in conversation. Recently, we’ve had a few companies mention that they’re struggling to define their brand voice—and that they like how we present ours.
Your brand’s voice is what makes you recognizable. It’s not just the words you use—it’s the personality behind them. A strong brand voice builds trust, makes you more memorable, and helps you connect with your audience. But how do you figure out what your voice actually is ?
Let’s go over the process we use to help companies develop a voice that fits them (and doesn’t sound like a corporate jargon machine).
Define Your Brand’s Personality
If your brand were a person, how would you describe them? Are they friendly and approachable? Bold and direct? Thoughtful and insightful?
An easy way to start is to think of well-known characters or public figures who align with your brand’s tone. Are you the Obi-Wan Kenobi of your industry—wise, patient, and always guiding others? Or do you have a little more Tony Stark energy, confident and charismatic with a hint of sarcasm?
Pro tip:
Write down three to five adjectives that capture your brand’s essence. This simple exercise helps clarify how you want to sound and feel to your audience.
Identify Your Core Values
Your voice should reflect what your business stands for. Are you focused on innovation? Transparency? Creativity?
For example, a nonprofit’s voice might be compassionate and inspiring, while a tech startup might be confident and forward-thinking. If your brand values honesty and directness, your voice should be clear and to the point—no fluff. If storytelling is a big part of your business, your voice should be engaging and relatable.
Your values drive your communication style, so defining them will make it easier to find a voice that feels authentic.
Know Your Audience
Your voice should connect with the people you’re trying to reach.
Who are you talking to? Marketing professionals? Small business owners? Nonprofits?
What do they care about? Do they want straight answers, deep insights, or a little humor mixed in?
How do they prefer to be spoken to? A corporate CEO and a small business marketer have very different expectations when it comes to tone and style.
Keep it clear and accessible.
We recommend writing at an 8th-10th grade reading level—it’s above the national average but keeps things digestible. No one wants to read a paragraph three times just to understand it.
Set the Right Tone
Your tone is how you express your voice. It can be casual or formal, serious or playful, but it should always align with your personality and values.
Werkbot, for example, is business casual—professional, but with a little personality and humor. We keep things clear, structured, and informative without sounding cold or robotic (even though we do have an actual robot in our branding).
Your tone can shift slightly depending on the audience, but your core voice should always be consistent.
Think about the difference between how you’d explain something to a first-time client versus an industry peer. The details might change, but your overall style and approach should stay the same.
Create a Do’s and Don’ts List
Once you have a sense of your brand’s personality, values, and tone, put it into a simple guide. This will help keep your messaging consistent—whether you’re writing website copy, social posts, or emails.
Example of a simple brand voice guide:
✅ Do:
- Keep it clear, concise, and approachable.
- Write like a human, not a marketing textbook.
- Use storytelling and real-world examples when possible.
❌ Don’t:
- Use jargon, fluff, or overused buzzwords.
Sound robotic or overly corporate.
Change your tone too drastically between platforms.
Test and Adjust Over Time
Your brand’s voice isn’t set in stone—it should evolve as your business grows and your audience’s needs change.
Review your messaging regularly to make sure it still fits.
Ask for feedback from your audience—what resonates with them? What doesn’t?
Analyze engagement metrics (like comments, shares, and time spent on a page) to see what kind of content is working best.
Refining your brand voice is an ongoing process, but consistency is key.
Final Thoughts
A strong brand voice makes your business more relatable, recognizable, and trustworthy. When done right, it helps you stand out and connect with the right people.
What's Werkbot's voice? You can view that here: Werkbot Brand Standards
And if you need help refining your brand’s voice? We’ve got you.