Finding Your Brand Voice: Why it Matters and How it Shapes Connection
'You had me at hello' has never been truer than in marketing where words are more than just information—they're how you connect. And at the heart of this connection lies your brand voice. A clear, consistent voice doesn't just tell your audience who you are; it shows them. It sets the tone for every interaction, builds trust and helps your brand stand out in a crowded market. It doesn't matter if you're a small Brisbane-based family business or a global brand, your voice is a key part of your identity.
What is Brand Voice?
Brand voice is the unique way your brand communicates across all touchpoints. It reflects your personality, values and the relationship you want with your audience. Are you friendly and casual? Professional and authoritative? Witty and playful? Your voice helps shape how people feel about your brand and how they experience your business.
Why Brand Voice Matters
Consistency in voice builds familiarity and familiarity builds trust. When your messaging feels human and relatable, people are more likely to engage with your content, remember your brand and take action. In other words, it can improve your conversion rates and directly impact revenue.
As a Brisbane copywriter, I often help clients define or refine their voice to align with their audience. When your voice resonates, it amplifies your message and makes your marketing more effective.
Examples of Different Brand Voices
Friendly and Conversational: Think brands like Canva or Frank Body. They use relaxed language, emojis and a tone that feels like chatting with a friend. This style is great for approachable, people-focused brands.
Professional and Authoritative: Used by legal, financial, or medical services, this voice is polished and credible. It helps establish expertise and build confidence in complex or high-stakes industries.
Witty and Playful: Brands like Who Gives a Crap or, my personal favourite, Go-To Skincare use humour and cheeky language to make their content fun and memorable. This can be a great way to engage a younger audience and stand out with personality.
Empathetic and Supportive: Ideal for wellness, education, or community-focused brands. The voice is warm, understanding and customer-centric, which builds strong emotional connections.
How to Find Your Brand Voice
To nail down your brand voice, it is helpful to run through a workshop to discover what will work best for your audience and the type of products or services you’re offering. To get started, the most important questions you need to ask yourself are these:
Know Your Audience: Who am I speaking to? What tone will resonate with them?
Clarify Your Values: What does my business stand for? How can my voice best reflect that?
Be Consistent: How can I consistently replicate this voice across my website, social media, newsletters and more? Does it work on all levels?
Your voice can be refined over time and will naturally evolve as your brand grows. Just remember that at all stages, and especially when managing change, the key is to stay authentic.
Ready to Find Your Voice?
As a Brisbane-based copywriter, I work with businesses and individuals to develop distinctive, engaging brand voices that connect and convert. Whether you're just starting out or looking to refresh your messaging, I can help you find the right words to tell your story.
Need support with copywriting, editing or marketing? Let’s chat.