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Why Your Brand Voice Matters More Than You Think: How to Create Consistency and Connection
Your brand voice is more than just words on a screen— it’s the personality, vibe, and essence of your business. It’s how you speak to your audience, build trust, and create connection. And in a world where consumers are bombarded with choices, your brand voice is what sets you apart. It’s that one thing that makes people think, “Yes, this brand gets me.”
But here’s the catch: your brand voice needs to be consistent across everything you do. Whether it’s on your website, social media, or marketing emails, your audience should always feel like they’re interacting with the same, authentic brand.
In this post, we’re diving into why your brand voice matters more than you think—and how you can create consistency that helps your audience feel connected to you.
What Is Brand Voice? (And Why Should You Care?)
Your brand voice is basically the personality of your business. It’s how your brand speaks and interacts with your audience. Whether your tone is playful, professional, conversational, or edgy, your voice is the key to making people feel a certain way when they hear from you.
Here’s why you should care: Consistency breeds trust. When people know what to expect from your brand, they feel more comfortable engaging with you. If your voice is all over the place—formal in one email, casual in another—you risk confusing or alienating your audience. A clear and consistent brand voice makes you feel like a reliable, trustworthy expert.
Real-Life Example: Poppi
Poppi, the prebiotic soda brand, has become a literal rising star in the wellness industry, thanks in large part to its fun, cheeky, and health-conscious brand voice. From the moment you land on their website or scroll through their Instagram feed, Poppi’s tone is unmistakable— light, energetic, and brimming with personality. But Poppi does more than just sound playful— Poppi’s brand voice speaks directly to a wellness-savvy, younger audience who values health but doesn’t take themselves too seriously.
How Poppi nails brand voice consistency:
On social media: Poppi’s Instagram is a masterclass in maintaining your brand voice. They use bright, bold visuals and pair them with captions like “Gut Feeling” and “Prebiotics never tasted this good,” keeping the messaging simple, punchy, and on-point with their fun and upbeat vibe. Each post feels like a conversation with a friend— one who’s really into gut health but won’t bore you with technical jargon!
Packaging: The playful tone also extends to their packaging. Each can showcases vibrant colors and sassy messaging, like “Be gut happy, be gut healthy,” keeping the fun while still nodding to the product's health benefits. Even their ingredient lists are made easy to understand—everything about Poppi is light-hearted but still effective in communicating the value of prebiotics.
Website: On their website, Poppi doesn’t suddenly switch to a more formal tone. The brand voice remains just as playful as it is on social media. Phrases like “Soda, but make it healthy” or “Sip with purpose” reinforce their core messaging of health meets fun. And it’s not all fluff—Poppi manages to balance the education around prebiotics with humor, making the science behind their product more accessible.
By keeping their tone friendly, energetic, and informative— across all touchpoints— Poppi has managed to cultivate a brand that’s instantly recognizable and deeply engaging. This consistency across platforms builds trust with their target audience, creating brand loyalty and community. Their voice resonates, creating a connection that goes beyond just selling soda.
How to Find (and Own) Your Brand Voice
Finding your brand voice isn’t about inventing something completely new or trying to be someone you’re not. It’s about pulling out the best parts of what makes your business unique and presenting them in a way that speaks directly to your audience.
Your voice should reflect the core values, personality, and vibe of your brand, while also resonating with the people you want to reach. Think of it as the tone of a long-term conversation you’re having with your customers and clients— it should be consistent, engaging, and true to your brand.
Here are some questions to guide you a bit as you define your brand voice:
1. Who is your audience?
The first step in defining your brand voice is understanding exactly who you’re talking to. Are you targeting a young, trendy audience that’s active on social media? Or is your ideal customer more professional, formal, and looking for expert advice? Knowing your audience is crucial because your voice needs to resonate with them.
For example:
If your audience is younger and into trends, you might use a fun, casual tone with pop culture references, emojis, and playful language.
If your audience is professionals looking for credibility, you might go for a more authoritative, expert voice, using clear, no-nonsense language that inspires confidence.
Understanding your audience is the foundation for everything else in your brand voice. Think about how they speak, what they care about, and the kind of tone that would grab their attention and make them feel understood.
2. What are your core values?
Your brand voice should always align with your core values. If your business is built on values like honesty, creativity, or innovation, your voice needs to reflect those qualities in everything you put out there. For example:
If you value transparency, you might use simple, direct language, avoiding any marketing jargon or over-the-top promises.
If creativity is your main value, your voice could be more quirky, offbeat, and full of personality.
By aligning your voice with your values, you’re showing your audience that you’re not just saying things for the heck of it— you’re embodying the core principles that drive your business.
3. How do you want people to feel?
The ultimate goal of your brand voice is to create a specific feeling when people interact with your content. Think about the emotional response you want to evoke:
Do you want your audience to feel inspired, uplifted, and empowered?
Do you want them to feel like they’re in on an inside joke, part of an exclusive club?
Or do you want them to feel calm, confident, and reassured?
When you decide how you want your audience to feel, your voice becomes the tool to shape that emotional response. So whether it’s through humor, empathy, or expertise, the way you talk to your audience is what will make them feel connected to your brand.
4. What’s your brand’s personality?
Your brand’s voice should match its overall personality. Think of your brand as a person— how would they talk? Would they be playful and humorous, or serious and professional? Would they speak in short, punchy sentences, or with a more thoughtful, elaborate style? Defining your brand’s personality can help solidify the tone and style of your communication!
Pro tip: Keep it consistent. Once you’ve figured out your voice, own it! Stick with it in everything you do— from your Instagram captions and blog posts to your product descriptions and About page. Consistency builds trust and makes your brand more recognizable, which is key to creating long-term relationships with your audience.
Real-Life Example: Glossier
Glossier, the beauty brand, has absolutely nailed their brand voice. It’s casual, relatable, and feels like you’re chatting with a friend who knows all the best beauty hacks. They’ve built a community of loyal fans by making their voice feel inclusive and authentic, without ever sounding “salesy” or pushy. Whether you’re reading their product descriptions, blog posts, or even customer service emails, the voice is unmistakably Glossier—warm, approachable, and full of confidence.
Here’s why Glossier’s brand voice works so well:
It’s consistent across every platform: Whether it’s Instagram, email newsletters, or product packaging, Glossier’s tone never shifts. This builds trust and makes their messaging feel cohesive and reliable.
It matches their audience perfectly: Glossier speaks to a younger, beauty-conscious audience that values self-expression and authenticity. Their voice is fun and conversational, without being over-the-top or forced.
It reflects their values: Glossier is all about empowering their customers to embrace their natural beauty, and their voice reflects this by being encouraging and body-positive. Their tone makes customers feel seen and celebrated.
By staying true to their voice, Glossier has not only created a brand that people recognize but one that they feel connected to. It’s a voice that people trust because it’s consistent, warm, and completely in sync with their values.
Where Your Brand Voice Needs to Shine
It’s not just about using your brand voice on social media (though that’s important too). Your voice needs to shine through every touchpoint with your audience. Here’s where it matters most:
Website copy: From your homepage to your product descriptions, your voice should be unmistakable.
Emails: Whether it’s a welcome series, promotion, or newsletter, people should feel like your emails are coming from the same "person" every time.
Social media: Every post, comment, and interaction on Instagram, Facebook, or Twitter is an opportunity to strengthen your brand voice.
How to Keep Your Brand Voice Consistent Across Your Team
If you’re a solopreneur, keeping your brand voice consistent is easier because it’s all coming from you. But if you have a team (or you’re outsourcing copy), keeping that voice consistent can get tricky.
Here’s how to make sure everyone stays on the same page:
Create a brand voice guide: This is a must! A brand voice guide outlines the tone, style, and personality your business should convey in all communication.
Use examples: Include examples of the kinds of language you want (and don’t want) in your guide. It’ll give everyone a clear picture of your voice in action.
Review content regularly: Check in on the content your team or freelancers are creating to make sure it’s aligned with your brand voice.
Build Trust Through Your Brand Voice
At the end of the day, your brand voice isn’t just about sounding good and being convincing— it’s about building relationships. It’s the human side of your brand that connects with your audience on a deeper level, making them feel understood, valued, and heard. When your voice is clear, consistent, and aligned with your values, it creates a sense of trust that’s hard to beat.
Think of your brand voice as the glue that holds all your messaging together. Whether someone is reading a social media post, browsing your website, or getting an email from you, they should always feel like they’re hearing from the same “person.” That's key. This consistency builds credibility, which is absolutely freaking essential in a crowded marketplace where trust is everything.
If you haven’t taken the time to really hone your brand voice, now is the time. Ask yourself, "What do I want my customers to feel when they interact with my brand?" Then, work on refining your voice to make sure it aligns with those emotions. And remember— it’s not just about finding the right words, but about creating a lasting emotional connection with your audience that makes them feel like they know you; the person on the other side of the screen.
Whether you’re just starting out or refining your messaging, let your brand voice shine through in everything you do—from your social media to your customer support interactions. Because when you get it right, your brand voice becomes one of your most powerful tools for building trust, loyalty, and long-term relationships with your audience.
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