Introduction
If you’re feeling like your brand sounds just like everyone else—generic, safe, and forgettable—there’s a good reason for that. Most businesses skip the most important part of branding: developing their authentic brand voice.
In this episode of The Disruptor, I dive deep into why your voice matters, how to make it real and relevant to your audience, and the strategies you can use to discover the voice that turns you from just another option into the only choice.
If you’re ready to carve out a unique lane and stop blending in, this is your guide.
1. Why Your Brand Voice Matters
Your brand voice is how your brand shows up and communicates—not just what you say, but how you say it. It’s the subtle “something” that makes people think: I trust this brand. I want to be part of what they’re creating.
In today’s crowded market, standing out isn’t about flashy visuals or clever taglines. It’s about creating a consistent, authentic voice that resonates on a deeper level.
Think about it:
- Nike’s bold and empowering voice speaks directly to those who love to push boundaries.
- Glossier’s conversational, “friend next door” tone builds trust and connection with beauty lovers.
- Wendy’s snarky, edgy social media voice creates engagement and cult-like brand loyalty.
Your voice doesn’t just attract clients—it builds loyalty, connection, and a brand people come back to again and again.
2. Authentic Brand Voice: What It Is and What It’s Not
Let’s clear up some misconceptions:
- It’s not about trendy words. An authentic voice goes deeper than buzzwords or surface-level tone.
- It’s not copying another brand. Your voice should be unique to who you are and who your audience is.
- It’s not static. Your voice can evolve as your business grows—but it should always be consistent and recognizable.
An authentic brand voice is:
- Aligned with your values. It reflects who you are and what you stand for.
- Rooted in your audience. It speaks directly to their needs, challenges, and desires.
- Real and relatable. It sounds human—not corporate or robotic.
3. How to Discover Your Brand Voice
Finding your voice isn’t about guessing—it’s about listening, uncovering patterns, and being intentional. Here are the exact steps to develop a voice that’s authentic and effective:
Step 1: Listen to Your Audience
Your audience is already telling you what they need and how they want to hear it. You just have to listen.
- Conduct Voice of Customer (VOC) interviews: Talk to your current or past clients and record the calls. Use tools like Fathom to transcribe the conversations so you can identify patterns.
- Pay attention to their exact words: Are they using words like “simple,” “confidence,” or “overwhelmed”? These are golden phrases to weave into your messaging.
- Look for recurring themes: What are their pain points? What transformation are they craving?
Action Tip: Highlight the words and phrases that come up repeatedly—these are clues to the language that will resonate most deeply.
Step 2: Identify Your Core Values
Your voice should reflect what your brand stands for. Ask yourself:
- What do we believe in?
- What makes us different?
- What are our non-negotiables?
For example:
- Nike’s core value is empowerment through movement.
- Ben & Jerry’s stands for social justice and inclusivity.
- Glossier focuses on self-expression and natural beauty.
When you’re clear on your values, your voice becomes a reflection of who you are—not just what you sell.
Step 3: Write Like You Talk
If you’re struggling to sound real, try this exercise:
- Imagine you’re describing your product or service to a friend.
- Write it down exactly as you’d say it, no filtering or polishing.
Now, compare that raw, unfiltered version to your current messaging. Where is it falling flat? Where can you bring more warmth, personality, or realness into the mix?
Step 4: Develop a Brand Voice Guide
Document your voice so you can maintain consistency as you grow. Your guide should include:
- Your tone: Are you bold, conversational, witty, or empathetic?
- Words and phrases to use. (And ones to avoid!)
- Audience language: Highlight the golden phrases you’ve identified from your audience.
This guide will become your north star for everything from website copy to social media posts.
4. Real-Life Examples of Brand Voices That Work
Let’s take a look at some brands that have mastered their voice:
- Wendy’s: Their voice is funny, snarky, and unapologetic. It works because they know their audience appreciates humor and edge.
- Glossier: Their voice is conversational and approachable, like your best friend giving beauty advice.
- Goop: Gwyneth Paltrow’s lifestyle brand uses a tone that’s luxurious, quirky, and “in the know” about wellness trends.
The Lesson? A strong brand voice attracts your people and repels those who aren’t a fit—and that’s exactly what you want.
5. Keeping Your Voice Consistent as You Scale
Maintaining consistency can feel overwhelming, especially as your business grows. That’s why I created Voice Victory AI—a custom micro-tool designed to capture your brand voice and keep it consistent across all your content.
How it works:
- We’ll spend 60–90 minutes on a deep-dive brand strategy session.
- I’ll build a custom AI tool integrated with ChatGPT, trained specifically on your voice, values, audience, and offers.
- You’ll have a tool that can generate content—emails, social posts, blogs, and more—in a voice that sounds exactly like YOU.
Think of it as having a brand strategist in your back pocket, ready to help you write content that’s clear, consistent, and authentic.
Conclusion: Your Brand Voice Is Your Unfair Advantage
An authentic brand voice is what separates the forgettable from the unmissable. It’s what helps you connect deeply, build trust, and turn your business into the only choice for your audience.
If you’re ready to stop blending in and start standing out, it’s time to discover your voice—and use it boldly.
Ready to get started? Book your free 20-minute brand audit here →
