Ever read your own copy and thought: That doesn’t sound like me at all? Or worse, it’s littered with 🚀🚀 and other ChatGPT tells, and sounds just like everyone else online? Not exactly “unleashing your potential” hey?
You’re not alone. Most small business owners struggle to pin down a brand voice that actually sounds like them, and it’s becoming a big problem.
Because in a crowded market, your voice is what sets you apart. It’s how people feel your brand before they even work with you. And when it sounds like you? It builds trust faster, connects deeper, and makes you way more memorable.
So how do you create a brand voice that actually feels like you?
1. Ditch the jargon
I was once told to “make the copy more professional”. I was still pretty green, in a corporate gig, drafting content for a new brand. My boss couldn’t understand why I was using short, simple words, and kept editing Every. Single. Sentence.
It was infuriating.
I started to question my writing ability. Was I meant to add more fluff? Use bigger words to sound more… professional?
But I stuck to my guns. The offer was complex. I knew it needed to be explained simply, even if the audience was corporate investors.
Because at the end of the day, it doesn’t matter who you’re marketing to, they’re still human. Yes, speak their language. But don’t overcomplicate it to sound more “sophisticated.”
You don’t need to “leverage digital solutions” or “utilise strategic insights” unless you actually talk like that at a BBQ. (And if you do, we probably don’t hang out much!)
Speak how you speak. The goal is clarity, not complexity.
Instead of: “We provide end-to-end growth strategies for visionary leaders…”
Try: “We help growing businesses figure out what to say, and how to say it.”
2. Get clear on your brand’s personality
Your brand isn’t just a list of services—it’s a personality. A way of showing up in the world. Or, to quote The Castle, “It’s the vibe of the thing, your honour.”
Is your brand warm and nurturing? Bold and punchy? Quirky and unexpected?
Start with a few adjectives you want your brand to embody, and stress-test them against your copy. Ask: Would someone who’s warm and insightful say it this way? Or is this sounding a bit too formal?
Not sure where to start? That’s exactly what my Brand Spirit™ process helps uncover. Sometimes when you slip into character, it’s easier to channel a certain personality. It’s also a great tool if your team has grown and you all need to be on the same page. For instance, are your LinkedIn posts as sharp as Elizabeth Bennet’s wit in Pride & Prejudice? Or do you sound more like motherly Mrs Weasley from Harry Potter?
3. Use stories, not slogans
Your brand voice isn’t just how you write headlines—it’s how you tell stories, share ideas, and connect with people. One of my most engaged posts was about my son’s bottom drawer and how I always find the most random assortment of his precious things in there. Not marketing-related, but I drew the parallel in the storytelling. (It was “What’s in the bottom drawer of your brand?” in case you’re curious.)
If you want to sound like you, don’t just write to sell. Write to share. Write like you’re talking to a real person who already trusts you.
The best brand voice feels like a conversation with someone you already know, like, and trust.
4. Steal from yourself
It seems obvious right? But when I started doing this, it made everything so much bloody easier. And quicker! Scroll through your own texts, emails, and voice notes—especially the ones where you’re explaining your work to a friend or a client.
Chances are, the gold is already in there. Steal that tone. Steal those phrases. That’s what your brand voice actually sounds like in real life.
5. Get feedback—from the right people
Share your copy with people who know you well and ask: Does this sound like me?
The goal is to create consistency between how you sound in real life and how you sound on your website, socials, and emails.
When those things align, marketing feels easier. Selling feels less weird. And your brand? It feels like a human.
Big disclaimer – make sure you’re seeking feedback from people who:
✅ Know you really well. Like, “pushing the shopping trolley through the Maccas drive-through at 3am when you were 20” kinda well. (You know who you are. 😇)
✅ They’re giving feedback for the right reasons—not trying to water down your message to make theirs look stronger. (Yes, unfortunately, I’m speaking from experience.)
If you’re thinking about how your brand sounds—and whether it’s truly aligned with you—I’d love to know: what’s one brand you think nails their voice?
