November 3, 2025 • 10 mins
Would your audience recognize your words without your logo? That one question can tell you if your brand voice is doing its job—creating consistency, building trust, and helping your content stand out. In this episode, we unpack what a brand voice really is and why it matters at every customer touchpoint, from your homepage to your email sign-off.
You’ll hear a simple framework for defining your brand voice, plus tips for applying it across your content in a way that feels authentic, not forced. We also explore how to avoid tone mismatches, communicate your values clearly, and create a voice guide that keeps your messaging aligned, even as your team grows. If your content feels a little all over the place or doesn’t quite sound like “you,” this episode will help you tighten things up.
Discover Your Brand Guidebook
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- Take the Marketing Clarity Quiz and get instant insights on your marketing strategy.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Janice Hostager (00:04):
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business, and
life in between.
Welcome to My Weekly Marketing.
Hey there and welcome back toMy Weekly Marketing.
(00:31):
Okay, quick question.
If somebody read your Instagrampost or your website copy or an
email that you sent withoutseeing your name or your photo,
would they know it's from you?
If not, this episode is foryou.
Because brand voice is whatmakes your content instantly
recognizable.
And it's one of the mostpowerful ways to build trust and
(00:53):
stand out online.
Because let's face it, you canhave the most beautiful website
and the cleverest logo ortagline, but if your brand voice
doesn't sound like you or itdoesn't connect emotionally with
your audience, then yourmarketing is going to fall flat.
In this episode, we'll coverwhat a brand voice really is,
how to define yours, and how touse it consistently so people
(01:16):
immediately recognize yourbrand, even before they see your
logo, or your face, or yourname.
And be sure to stay through tothe end because I'm going to
tell you how to grab your freeDiscover Your Brand Guidebook, a
simple step-by-step resourcethat will help you uncover the
brand voice that you've beentrying to build.
Okay, so let's start out withsome definitions.
(01:37):
What is a brand voice?
So your brand voice is thepersonality of your business
expressed through your words andthe tone of your words.
It's how you communicate withyour audience.
That might be through emails,on social media, through your
website, anything that'swritten.
Think of it this way (01:54):
if your brand walked into a party, how
would it introduce itself?
Would it be bold and directlike Duracell Batteries?
Or maybe a bit rebellious likeHarley Davidson?
Or soft and sweet likeVictoria's Secret or L'Oreal.
Each of these brands has a verydistinct voice, and your voice
(02:15):
should be distinct too.
Your voice is what helps peoplefeel something when they
interact with your brand, andit's what makes it memorable.
When your brand voice is clear,people don't just recognize
your content, they start totrust you.
They know what to expect fromyou.
That consistency is comforting,especially in an online world
that can feel noisy andunpredictable.
(02:37):
So how do you find your voice?
Let's start by thinking aboutyour brand as a person.
What three words would you useto describe it?
Let's say you're a businesscoach.
Are you encouraging, direct,and no nonsense?
Maybe like a tough love mentor?
Or maybe you're more nurturingand insightful and try to
(02:57):
inspire your clients, more of atrusted guide.
The way you describe yourbrand's personality should align
with your audience's needs andexpectations.
So here's an easy exercise.
Look at your brand values andyour mission statement.
Ask yourself, if these valuescould talk, what would they
sound like?
For example, if one of yourbrand values is simplicity, your
(03:19):
voice should sound clear andeasy to understand, not full of
jargon.
If your brand valuesinnovation, your tone might be a
little more forward-thinkingand bold.
The goal is to define yourbrand voice so it feels
authentic and attracts yourideal customer.
If you're a solopreneur orfounder, you might find the
brand sounds a lot like yourpersonality.
(03:40):
And that's the idea.
Once you defined your brandvoice, the next step is keeping
it consistent.
You need to get it written downand communicate this to your
team, even if you just work withfreelancers periodically.
It doesn't have to be fancy,even a simple Google Doc works.
I know that's where mine is.
Include examples of words,phrases, or descriptions of ways
(04:01):
that your brand should speak.
Are you more buttoned up or areyou more easygoing and
informal?
For example, if the voice isfriendly and conversational, you
might say, okay, let's dive in,instead of, in this article, we
will discuss da-da-da.
So no matter what it is, youjust need to be able to
communicate that to the peoplethat you work with.
(04:23):
You also want to put in therewords or maybe tones that your
brand doesn't use.
For example, some brands usecurse words and others never do.
So one of the best examples ofconsistent brand voice I've seen
is MailChimp.
Whether you're reading theirwebsite or their product
updates, or even like errormessages on their site, it
(04:44):
always sounds like MailChimp.
It sounds helpful, human, and alittle bit witty or funny.
That's what we're aiming for.
A voice that stays steadywherever your audience
encounters you.
Next, you need to connectemotionally with your audience,
right?
So here's where brand voicereally shines with that
emotional connection.
People don't buy from peoplethat are the most professional
(05:07):
sounding businesses.
They buy from the brand thatgets them, the people that they
can relate to, even if thosepeople are a company or a
corporation.
That's why storytelling is apowerful part of your voice.
When you share a story, a realrelatable one, it signals
empathy.
And people remember stories.
(05:27):
There's an old saying inmarketing, facts tell, but
stories sell.
Your about page or your websiteis the perfect place for your
story.
It's typically the second orthird most visited page on
people's website.
So people have a genuinecuriosity about who they're
talking to in their business andwho the founders are, or what's
(05:48):
their story, how they got towhere they are.
People want to know your why.
That's true in all ofmarketing.
People really want tounderstand who you are behind
the screen, behind the email,behind the microphone.
So maybe you share how you feltwhen you were first starting
your business.
Or maybe a funnybehind-the-scenes moment when
things did not go as planned.
(06:09):
Those small human moments willhelp your audience feel seen.
Remember, nobody has times wheneverything goes well.
So they're going to feel like,oh, I can take a deep breath.
This happens to everybody,right?
Remember that emotion is theentry point to trust.
And part of buying, part of thesales process is a no like and
(06:32):
trust factor.
Your voice is how to makepeople feel something.
It might be curiosity, comfort,excitement, relief, and they
need to do that before they evertake action.
Next, let's talk aboutauthenticity because it's the
heartbeat of a strong brandvoice.
Your audience can spotinauthentic marketing from a
mile away.
(06:53):
I know a lot of new startupslook at someone successful and
try to kind of capture that samefeel on their own website.
And I get it, we all want tofollow somebody that's
successful because successleaves clues, right?
But if you try to sound likesomebody else or copy even
what's trending, it reallycreates a disconnect and people
(07:13):
can sense it.
It's hard to pinpoint, but ifyou've ever heard somebody who's
being inauthentic, you willknow it.
That's why sometimes I thinkpoliticians struggle, because
one time at one point they cansay one thing, another point
down the line they'll sayanother, and people pick up on
that.
And it makes them a littlelacking in trust.
But that's my opinion.
(07:34):
Anyway, authenticity doesn'tmean oversharing every detail of
your life.
It means being real about whatyou believe, what you stand for,
and how you serve yourcustomers.
And it's okay to evolve, toadmit when you've changed your
mind or learned something new.
That kind of transparencybuilds credibility if it's
authentic.
Perfection doesn't createconnection.
(07:57):
Honesty does.
And finally, remember that yourbrand voice isn't static.
It grows as you do.
When your business pivots, youroffers will expand or your
audience can change.
Your voice can and shouldevolve too.
Maybe you started out soundingscrappy and DIY, but now your
brand has matured and you wantto sound more elevated and
(08:17):
strategic.
That's totally okay.
The key is to evolve whilestaying true to your core, the
values and personality that madeyour audience fall in love with
you and your brand in the firstplace.
So think of Apple.
Their tone has shifted fromthink different, which was
rebellious and innovative whenthey first came out in the 80s,
to something more refined andaspirational.
(08:39):
But the heart of innovationremains part of the brand.
Check in on your brand every sooften.
Does that voice still fit whereyour business is headed?
If not, make some small,intentional shifts.
Okay, so this was a shortepisode, but to recap, building
your brand voice is all aboutdefining your personality,
(08:59):
staying consistent across allyour platforms, creating
emotional connection throughstorytelling, showing up
authentically, and allowing yourvoice to evolve as your
business grows.
Your brand voice is one of themost powerful marketing tools
you have because it is whathelps people remember you,
relate to you, and ultimately toknow like and trust you.
(09:20):
So if you're struggling withyour brand voice or really
anything about your brand, Iwant to invite you to download
my free Discover Your BrandGuidebook.
It will walk you through stepby step what you need to do to
create a strong brand and reallydefine your own brand voice.
To get it, you can go to theshow notes for today's episode
at myweeklymarketing.com.
(09:41):
Thanks so much for joining metoday.
And if you enjoyed thisepisode, please share it with
somebody that could use it, orDM me on Instagram at Janice
Hostager Marketing.
I'd love to hear your feedback.
I'll see you next time.
Bye for now.
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business, and
life in between.
Welcome to My Weekly Marketing.
Hey there and welcome back toMy Weekly Marketing.
(00:31):
Okay, quick question.
If somebody read your Instagrampost or your website copy or an
email that you sent withoutseeing your name or your photo,
would they know it's from you?
If not, this episode is foryou.
Because brand voice is whatmakes your content instantly
recognizable.
And it's one of the mostpowerful ways to build trust and
(00:53):
stand out online.
Because let's face it, you canhave the most beautiful website
and the cleverest logo ortagline, but if your brand voice
doesn't sound like you or itdoesn't connect emotionally with
your audience, then yourmarketing is going to fall flat.
In this episode, we'll coverwhat a brand voice really is,
how to define yours, and how touse it consistently so people
(01:16):
immediately recognize yourbrand, even before they see your
logo, or your face, or yourname.
And be sure to stay through tothe end because I'm going to
tell you how to grab your freeDiscover Your Brand Guidebook, a
simple step-by-step resourcethat will help you uncover the
brand voice that you've beentrying to build.
Okay, so let's start out withsome definitions.
(01:37):
What is a brand voice?
So your brand voice is thepersonality of your business
expressed through your words andthe tone of your words.
It's how you communicate withyour audience.
That might be through emails,on social media, through your
website, anything that'swritten.
Think of it this way (01:54):
if your brand walked into a party, how
would it introduce itself?
Would it be bold and directlike Duracell Batteries?
Or maybe a bit rebellious likeHarley Davidson?
Or soft and sweet likeVictoria's Secret or L'Oreal.
Each of these brands has a verydistinct voice, and your voice
(02:15):
should be distinct too.
Your voice is what helps peoplefeel something when they
interact with your brand, andit's what makes it memorable.
When your brand voice is clear,people don't just recognize
your content, they start totrust you.
They know what to expect fromyou.
That consistency is comforting,especially in an online world
that can feel noisy andunpredictable.
(02:37):
So how do you find your voice?
Let's start by thinking aboutyour brand as a person.
What three words would you useto describe it?
Let's say you're a businesscoach.
Are you encouraging, direct,and no nonsense?
Maybe like a tough love mentor?
Or maybe you're more nurturingand insightful and try to
(02:57):
inspire your clients, more of atrusted guide.
The way you describe yourbrand's personality should align
with your audience's needs andexpectations.
So here's an easy exercise.
Look at your brand values andyour mission statement.
Ask yourself, if these valuescould talk, what would they
sound like?
For example, if one of yourbrand values is simplicity, your
(03:19):
voice should sound clear andeasy to understand, not full of
jargon.
If your brand valuesinnovation, your tone might be a
little more forward-thinkingand bold.
The goal is to define yourbrand voice so it feels
authentic and attracts yourideal customer.
If you're a solopreneur orfounder, you might find the
brand sounds a lot like yourpersonality.
(03:40):
And that's the idea.
Once you defined your brandvoice, the next step is keeping
it consistent.
You need to get it written downand communicate this to your
team, even if you just work withfreelancers periodically.
It doesn't have to be fancy,even a simple Google Doc works.
I know that's where mine is.
Include examples of words,phrases, or descriptions of ways
(04:01):
that your brand should speak.
Are you more buttoned up or areyou more easygoing and
informal?
For example, if the voice isfriendly and conversational, you
might say, okay, let's dive in,instead of, in this article, we
will discuss da-da-da.
So no matter what it is, youjust need to be able to
communicate that to the peoplethat you work with.
(04:23):
You also want to put in therewords or maybe tones that your
brand doesn't use.
For example, some brands usecurse words and others never do.
So one of the best examples ofconsistent brand voice I've seen
is MailChimp.
Whether you're reading theirwebsite or their product
updates, or even like errormessages on their site, it
(04:44):
always sounds like MailChimp.
It sounds helpful, human, and alittle bit witty or funny.
That's what we're aiming for.
A voice that stays steadywherever your audience
encounters you.
Next, you need to connectemotionally with your audience,
right?
So here's where brand voicereally shines with that
emotional connection.
People don't buy from peoplethat are the most professional
(05:07):
sounding businesses.
They buy from the brand thatgets them, the people that they
can relate to, even if thosepeople are a company or a
corporation.
That's why storytelling is apowerful part of your voice.
When you share a story, a realrelatable one, it signals
empathy.
And people remember stories.
(05:27):
There's an old saying inmarketing, facts tell, but
stories sell.
Your about page or your websiteis the perfect place for your
story.
It's typically the second orthird most visited page on
people's website.
So people have a genuinecuriosity about who they're
talking to in their business andwho the founders are, or what's
(05:48):
their story, how they got towhere they are.
People want to know your why.
That's true in all ofmarketing.
People really want tounderstand who you are behind
the screen, behind the email,behind the microphone.
So maybe you share how you feltwhen you were first starting
your business.
Or maybe a funnybehind-the-scenes moment when
things did not go as planned.
(06:09):
Those small human moments willhelp your audience feel seen.
Remember, nobody has times wheneverything goes well.
So they're going to feel like,oh, I can take a deep breath.
This happens to everybody,right?
Remember that emotion is theentry point to trust.
And part of buying, part of thesales process is a no like and
(06:32):
trust factor.
Your voice is how to makepeople feel something.
It might be curiosity, comfort,excitement, relief, and they
need to do that before they evertake action.
Next, let's talk aboutauthenticity because it's the
heartbeat of a strong brandvoice.
Your audience can spotinauthentic marketing from a
mile away.
(06:53):
I know a lot of new startupslook at someone successful and
try to kind of capture that samefeel on their own website.
And I get it, we all want tofollow somebody that's
successful because successleaves clues, right?
But if you try to sound likesomebody else or copy even
what's trending, it reallycreates a disconnect and people
(07:13):
can sense it.
It's hard to pinpoint, but ifyou've ever heard somebody who's
being inauthentic, you willknow it.
That's why sometimes I thinkpoliticians struggle, because
one time at one point they cansay one thing, another point
down the line they'll sayanother, and people pick up on
that.
And it makes them a littlelacking in trust.
But that's my opinion.
(07:34):
Anyway, authenticity doesn'tmean oversharing every detail of
your life.
It means being real about whatyou believe, what you stand for,
and how you serve yourcustomers.
And it's okay to evolve, toadmit when you've changed your
mind or learned something new.
That kind of transparencybuilds credibility if it's
authentic.
Perfection doesn't createconnection.
(07:57):
Honesty does.
And finally, remember that yourbrand voice isn't static.
It grows as you do.
When your business pivots, youroffers will expand or your
audience can change.
Your voice can and shouldevolve too.
Maybe you started out soundingscrappy and DIY, but now your
brand has matured and you wantto sound more elevated and
(08:17):
strategic.
That's totally okay.
The key is to evolve whilestaying true to your core, the
values and personality that madeyour audience fall in love with
you and your brand in the firstplace.
So think of Apple.
Their tone has shifted fromthink different, which was
rebellious and innovative whenthey first came out in the 80s,
to something more refined andaspirational.
(08:39):
But the heart of innovationremains part of the brand.
Check in on your brand every sooften.
Does that voice still fit whereyour business is headed?
If not, make some small,intentional shifts.
Okay, so this was a shortepisode, but to recap, building
your brand voice is all aboutdefining your personality,
(08:59):
staying consistent across allyour platforms, creating
emotional connection throughstorytelling, showing up
authentically, and allowing yourvoice to evolve as your
business grows.
Your brand voice is one of themost powerful marketing tools
you have because it is whathelps people remember you,
relate to you, and ultimately toknow like and trust you.
(09:20):
So if you're struggling withyour brand voice or really
anything about your brand, Iwant to invite you to download
my free Discover Your BrandGuidebook.
It will walk you through stepby step what you need to do to
create a strong brand and reallydefine your own brand voice.
To get it, you can go to theshow notes for today's episode
at myweeklymarketing.com.
(09:41):
Thanks so much for joining metoday.
And if you enjoyed thisepisode, please share it with
somebody that could use it, orDM me on Instagram at Janice
Hostager Marketing.
I'd love to hear your feedback.
I'll see you next time.
Bye for now.
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