Graphic Design
Steps to Develop a Unique Brand Voice for Your Business
We write brand voice guides for clients alongside their visual identity. This guide is for business owners who want their writing to sound consistent and recognisable. It covers what a brand voice is, how to define yours and how to keep it consistent. Use it before you write website copy or social posts, so every word sounds like your business.
What a brand voice is
Your brand voice is the personality that comes through in your writing. It shapes the words you choose, the length of your sentences and how formal you sound. A clear voice makes your business recognisable even without your logo. It also builds trust, because customers know what to expect.
Voice stays the same across every channel, while tone adjusts to the situation. A friendly brand sounds warm on social media and calm in a complaint reply. The personality stays constant, but the emphasis changes. Defining both helps your team write well in any situation.
A consistent voice matters most when several people write for your business. Without guidance, each person writes in their own style. Customers then see a mix of messages that feel unconnected. A short voice guide solves that problem.
How to define your brand voice
Your voice should reflect how you already work with customers at your best. It should feel natural for your team to write. Forced or borrowed voices rarely last. Follow these steps to define yours.
- Choose three words that describe your brand personality, such as friendly, expert and direct.
- For each word, write what it means and what it does not mean.
- Collect examples of your best emails, posts or reviews that already sound right.
- Write two short versions of the same message to compare styles.
- Agree simple rules, such as sentence length, use of jargon and how you address customers.
Test your voice on real tasks, such as a homepage introduction or a quote email. Adjust the rules until the writing feels natural. Our guide to brand strategy explains how voice fits into your wider brand.
How to keep your voice consistent
A voice guide only works when people use it every day. Make it short, practical and easy to find. Give examples rather than abstract rules. Keep your voice consistent with these habits.
- Share a one-page voice guide with everyone who writes for the business.
- Include before-and-after examples of good and poor writing.
- Create templates for common messages, such as quotes and replies to reviews.
- Review new website pages and adverts against the guide before publishing.
- Update the guide when you find new situations it does not cover.
Brief designers and agencies with your voice guide as well. Our social media team works from each client's voice guide. That keeps posts consistent with the rest of your marketing.
Brand voice checklist
Use this checklist when you create or review your brand voice. Each item helps your writing stay consistent and recognisable. Revisit it whenever new people start writing for you.
- Three personality words chosen and explained
- What the voice is and is not described
- Examples of good writing collected
- Simple writing rules agreed
- Tone adjustments for different situations described
- One-page guide shared with everyone who writes
- New content checked against the guide
Good to know
Brand voice FAQs
What is the difference between brand voice and tone?+
Brand voice is your consistent personality in writing. Tone is how that personality adjusts to different situations. A brand keeps one voice but uses a lighter tone on social media and a calmer tone in complaints. Both should be described in your voice guide.
Can a small business have a distinctive voice?+
Yes, small businesses often have the most distinctive voices. Owners write the way they speak to customers, which feels genuine. A short guide keeps that voice consistent as the team grows. It also helps freelancers and agencies write in your style.
How long should a brand voice guide be?+
One or two pages is enough for most small businesses. Include your personality words, simple rules and a few examples. Longer guides often go unread. Add detail only when your team needs it.
Keep your voice guide where everyone who writes can find it. Share it with every supplier who creates content for you. So you can sound like the same trusted business in every message you send.
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