How to Create a Brand Voice That Captivates and Converts

Why Your Brand Voice Is Your Business’s Real MVP (Hint: It’s Not Just Words)

Imagine if your brand were a person. Are they the life of the party? A calm and collected advisor? The witty friend who always has the perfect comeback?

Now imagine them showing up one day as that magnetic, unmistakable personality... but the next day sounding like a bland, awkward stranger. Confusing, right? That’s what it feels like when your brand voice is inconsistent or nonexistent.

Great brands—whether they’re bold disruptors or approachable experts—have one thing in common: you know them the second you hear them. Lush, with its cheeky product names and handwritten signs, feels like your quirky, environmentally-conscious friend. Oatly, with its self-aware humor and slightly sarcastic tone, makes you laugh while reminding you why oat milk is the superior choice.

This isn’t by accident. Their brand voice is intentional, honed, and powerful. It’s the personality behind their business, the vibe that draws you in, and the trust that keeps you coming back.

Your brand voice is more than just words—it’s the connection, recognition, and authenticity your audience craves. And if you nail it? You’re not just another business - you’re the business.

What Happens When Your Brand Voice Is Dialed In?

When your brand voice is clear, consistent, and deeply aligned with your audience, you become more than a product or service - you become part of their story.

Here’s what a strong voice does for your business:

1. You’re Instantly Recognizable

Imagine seeing a billboard, reading an Instagram caption, or even glancing at a product label. Without even seeing the logo, you know which brand it’s from. That’s the power of a recognizable voice.

Take Liquid Death, for instance. They sell water in tallboy cans, but their voice? Sharp, irreverent, and rebellious. Every ad, social post, and email sounds like it came from a punk band that’s here to save the planet. Even their tagline—“Murder Your Thirst”—is unforgettable.

Or think of Old Spice, the men’s grooming brand that transformed from old-school boring to a voice that’s absurd, funny, and completely over-the-top. Their campaigns are so distinctive, they’ve turned body wash into something worth talking about.

Consistency in tone isn’t just a bonus—it’s what makes your brand feel like you every time your audience encounters it.

2. You Build Genuine, Human Connections

People don’t fall in love with products - they fall in love with personalities. Your brand voice is how you show your humanity, making your audience feel like they’re building a relationship with someone who gets them.

Take Duolingo, the language-learning app. Their voice on social media is chaotic, hilarious, and unapologetically weird. They don’t play it safe - they lean into memes, internet humor, and a mascot that acts like your unhinged best friend. Their audience isn’t just learning languages; they’re having fun, sharing laughs, and feeling connected to a brand that doesn’t take itself too seriously.

When your voice resonates, your audience doesn’t just hear you—they feel you.

3. You Create Loyalty That Goes Beyond Sales

Promotions and discounts might grab attention, but loyalty? That’s built on trust and emotional connection. Your voice plays a huge role in making your audience feel like they’re part of something bigger than a transaction.

Consider Glossier, the minimalist beauty brand. Their tone is inclusive, friendly, and conversational, like a chat with a beauty-savvy friend. Glossier doesn’t just sell skincare and makeup—they sell belonging. Their customers feel seen, heard, and part of a movement that celebrates natural beauty.

Loyalty like this doesn’t come from flashy ads or coupons—it comes from the relationship your voice helps create.

4. You Stand Out in a Sea of Sameness

Let’s be real: most markets are crowded. No matter what you sell, chances are there are dozens of other businesses offering something similar. So, what makes someone choose you over them? Your brand voice.

MeUndies is a perfect example. They turned underwear—a product as basic as it gets—into something fun, cheeky, and totally unique. Their voice is playful, bold, and full of personality, making the simple act of buying underwear feel like joining a party.

When everyone else is blending in, your voice is how you break through the noise.

5. You Showcase Your Values Without Sounding Preachy

A strong voice isn’t just about how you sound - it’s about what you stand for. Your voice is the vehicle for your brand’s values, making them clear and relatable to your audience.

Take Ben & Jerry’s, for example. Their tone is direct and passionate, reflecting their commitment to social and environmental justice. When they talk about climate change or systemic inequality, their voice doesn’t waver—it’s bold, consistent, and aligned with their mission.

Values communicated through your voice don’t just inform—they inspire. And inspired customers become advocates.

Why This Matters for Your Business

Without a defined brand voice, your messaging risks feeling scattered, inconsistent, and forgettable. And in today’s world, where customers crave authenticity and connection, that’s a death sentence for any business.

Here’s why your voice matters:

• It builds recognition. Your audience knows it’s you, even before they see your name.
• It fosters trust. A consistent voice reassures your audience that you’re reliable.
• It sets you apart. Personality wins in a world full of copycats.
• It amplifies your values. Your voice is how you show what you stand for.

No matter the size of your business, your voice is the secret ingredient that turns casual browsers into loyal fans.

How to Build a Voice That Resonates (and Sells)

Creating a standout brand voice isn’t about picking random adjectives—it’s about building a personality that feels real, consistent, and uniquely you. Follow the steps below to learn how, or if you're a subscriber - you can download my template below

Step 1: Know Your Personality

If your brand were a person, who would they be? Friendly and approachable, like Lush? Edgy and bold, like Liquid Death? Write down 3-5 traits that define your vibe—this is your voice’s foundation.

Step 2: Speak Their Language

Your audience should feel like you’re talking with them, not at them. Use the words and tone they naturally resonate with. If they value humor, lean into it. If they’re looking for reassurance, be empathetic.

Step 3: Be Consistent Across All Touchpoints

Whether it’s your website, social media, email campaigns, or packaging, your voice should feel like one cohesive personality. Your customers should never feel like they’re talking to two different people.

Step 4: Test and Adapt

Your voice should evolve as your business grows. Stay true to your core personality but adjust as needed to keep connecting with your audience.

The Bottom Line? Your Voice is Your Biggest Advantage

In a world of endless competition, your brand voice is what makes you memorable, trustworthy, and magnetic. It’s not just about what you say—it’s about how you make people feel.

So, ask yourself: Does your voice reflect who you are? Does it resonate with your audience? And most importantly, does it make your brand impossible to forget?

If the answer isn’t a resounding yes, it’s time to find, refine, and amplify your voice. Because when your voice is clear, confident, and consistent, your business doesn’t just speak—it connects.

The Brand Voice Template

Grab the template below to walk through the critical areas of establishing your brand voice, along with pre-written examples you can use as inspiration.

When done, you will have a fully fleshed out brand voice that you can reference whenever you create any type of content to ensure it resonates, and converts.