Finding Your Brand Voice: How to Build Messaging That Actually Connects

When people think about branding, they often jump straight to colors, logos, or fonts. But here’s the truth: your brand voice is just as important, if not more. It’s the personality behind your business. It’s what makes people feel like they “know” you before they ever pick up the phone, book your service, or buy your product.

At our small marketing and PR company here in sunny Florida, we live by a voice that’s approachable, down-to-earth, and friendly. The girl next door who will happily chat with you over coffee but also won’t sugarcoat what you need to hear. That’s our tone, and it works because it’s consistent and authentic.

So, how do you find your own brand voice? Let’s break it down.

Why Brand Voice Matters

Your tone defines how your audience feels about you:

• Approachable brands feel like a friend (think Target’s playful ads).

• Authoritative brands feel trustworthy and expert (like your real estate agent or CPA).

• Luxury-driven brands feel aspirational and exclusive (think Chanel or Tesla).

Why it matters: Consistency in your brand voice builds trust. If your Instagram captions are bubbly and fun but your email marketing reads like a legal document, your audience gets confused. Your voice doesn't seem authentic and therefore you may not appear trustworthy either. When people are confused, they don’t buy.

Choosing Your Voice

Ask yourself these questions:

1. Who are you talking to? A local mom-and-pop business owner? A nationwide corporate client?

2. What role do you want to play? Best friend? Mentor? Guide? Expert?

3. How do you want to make people feel? Inspired, reassured, excited, or motivated?

Write it down and commit. Once you decide, your team should always “sound” like the brand.

Marketing Tie-In: Why Voice Consistency Builds Trust

Your brand voice doesn’t live only on your website; it needs to show up everywhere:

• Social captions: Quick, snackable messages that reinforce your vibe.

• Email marketing: Longer, but still on-brand. Your emails should “sound” like you are talking directly to your audience.

• PR pitches: Journalists and media outlets can sniff out inauthenticity. A clear voice makes your message more compelling.

Remote marketers (like us!) can help create these materials, script captions, and standardize messaging so every touchpoint feels seamless.

Example: Brand Voice Guide

Here’s a mini-guide to help keep everyone on your team aligned:

Our Brand Voice: Girl Next Door, Friendly + Approachable (But Honest)

✅ Say:

• “Here’s the breakdown.”

• “We’ve got your back, and we’ll tell you what actually works.”

• “Think of us as your marketing bestie.”

• “Let’s make this easy and stress-free.”

❌ Don’t Say:

• “As per our previous correspondence…” (too stiff)

• “You must…” (too harsh)

• “Guaranteed overnight success!” (inauthentic)

• “Our award-winning solutions maximize ROI through synergy.” (jargon overload)

What Not To Do With Brand Voice

• ❌ Be inconsistent. A casual Instagram caption followed by a robotic press release confuses your audience.

• ❌ Overdo the slang. Trying too hard makes your brand sound fake.

• ❌ Copy someone else. Just because it works for another company doesn’t mean it’s authentic to yours.

• ❌ Forget your audience. If your customers don’t “get it,” your voice isn’t working.

PR Connection

A consistent brand voice doesn’t just help with marketing, it’s essential in PR. When your messaging is clear and aligned, media outlets know exactly what you stand for. It makes your story easier to pitch and your company easier to trust. Whether it’s a press release, a brand partnership, or a feature article, your voice should always shine through.

Final Takeaway

Your brand voice is more than words - it’s the feeling your business creates. When you nail it and stay consistent, you build recognition, trust, and loyalty. Whether you’re writing captions, emails, or a PR pitch, make sure your voice is clear, recognizable, and true to who you are.

Need help creating your own voice guide? That’s where we come in. As a Florida-based marketing and PR company, we help businesses define, refine, and stick to a voice that attracts the right audience.