How to Develop a Unique Brand Voice That Actually Resonates

If your content feels flat, inconsistent, or “not quite right,” the issue may not be the design or copy — it’s your brand voice. One of the most overlooked elements of a strong brand messaging strategy is a clearly defined tone of voice. Without it, even the most beautiful visuals fall short.

In this post, we’ll walk you through what brand voice is, why it matters, and a step-by-step approach to building one that sounds like you — and speaks directly to them.

What Is Brand Voice and Why Does It Matter?

Brand voice is the distinct way your brand sounds and speaks across all communication — from website copy and Instagram captions to customer support emails. It’s shaped by your

brand personality, values, and target audience.

Think of it as the verbal identity that works alongside your visual branding.

A consistent tone of voice helps you:

• Build trust through familiarity

• Stand out in crowded markets

• Attract the right audience

• Strengthen your overall brand messaging strategy

Without a defined voice, your brand sounds generic. And generic doesn’t connect or convert.

The 4 Elements of Brand Voice Development

If you’re building or refining your tone of voice in branding, here are the four key elements to define and document. These apply whether you're a personal brand, startup, or established SME looking to rebrand.

1. Brand Personality

Before you can write like your brand, you need to know who your brand is.

Choose 3–5 adjectives that describe your brand’s personality. This helps create guardrails for how you should sound.

Examples:

• Friendly, bold, honest

• Playful, witty, confident

• Calm, empathetic, knowledgeable

Tip: Align these traits with how you want your audience to feel when interacting with your brand. Based on this, you should be able to narrow down your brand personality according to the framework below.

2. Voice Characteristics

Once you've identified your brand personality, it's time to create your brand voice. Using the adjectives (or traits) you have selected above, describe how it would show up in language. This becomes your Tone of Voice Guide.

Example Breakdown:

• Confident → Uses direct sentences, avoids vague qualifiers, owns opinions

• Empathetic → Uses warm language, acknowledges pain points, avoids hard-sell tactics

Defining these will help you write content that feels consistent across platforms and writers.

3. Do’s and Don’ts List

This is your most practical tool for implementation. It gives your team (or future writers) clear, quick-reference rules.

Example:

Do	Don’t
Use contractions (“we’re” instead of “we are”)	Sound overly formal
Ask questions to spark thinking	Lecture the reader
Be direct and helpful	Use corporate jargon

If you’re wondering how to write in brand voice day-to-day, this cheat sheet becomes your go-to. It turns abstract traits into clear, usable rules. Your final Tone of Voice Guide should look something like this:

4. Real-Life Voice Samples

You can also consider including side-by-side examples of “off-brand” vs. “on-brand” copy in your Tone of Voice Guide as added supportive material.

Example of “off-brand” vs. “on-brand” copy for Nurturing trait:

Off-brand:

If you're not doing this, then you're doing it wrong. Here's what you need to do.

On-brand (Confident, Clear):

We know this is frustrating, and we're here to help. How can we support you today?

This is especially useful when onboarding new writers or working with agencies unfamiliar with your tone. The more you show, the easier it is to stay on-brand.

How to Apply Your Brand Voice Across Channels

A great brand voice is only effective if you actually use it — consistently. Here’s how to start:

Channel	Application
Website	Use your brand voice in headlines, service pages, and your About section
Instagram	Infuse captions with your tone — serious or playful, depending on your brand
Emails	Keep messaging aligned, even in autoresponders or customer replies
Ads	Your copy should still “sound” like you, even if short or sales-driven

Still wondering how to write in brand voice across different formats? The answer is consistency. Make sure your team or content creators use the same tone, phrasing patterns, and values across every customer-facing touchpoint.

Want Help Defining Your Brand Voice?

At Techy Apes, we help businesses shape a tone of voice that matches who they are and speaks directly to their audience. Whether you need help with full brand development or just your messaging strategy, we’re here to make your brand sound as good as it looks.

Let’s Define Your Brand Voice, contact us today.