Picture a brand that you absolutely love. Now take away the logo, fonts, and colors. Would you still be able to recognize it all stripped down?

If it's a well-defined brand, then the answer should be yes. How? Their way of speaking.

Beyond visuals, it’s a brand’s voice and message that sets them apart — because, in the end, it's the voice and message that give the visuals meaning.

In our new age of AI-generated content, standing out has never been more challenging, or more important. While AI can churn out tons of decent-sounding content faster than ever before, it falls short of capturing a brand’s personality. It lacks the depth of an intentionally-crafted brand voice — that extra oomph that keeps people coming back to your content, and by extension, your brand.

But it’s not just AI that can make a brand sound generic. We humans fall victim to boring or tired phrasing too. Think of brands that proudly claim they are:

• Human and relatable (Well, we should hope so.)
• Authentic and trustworthy (As opposed to fake liars?)
• Engaging and compelling (AKA not boring? Again, we should hope so.)

So then, what goes into a brand voice that reels in passionate followers and truly makes your brand memorable?

Let’s unpack it.

What is brand voice?

First things first, some definitions. What exactly is brand voice? 

In simple terms, it’s how your brand sounds to your audience. Think of it as your business personality. While brand messaging is what you say; your brand voice is how you say it. It is an expression of your brand’s values — a way of bringing them down to earth by grounding them in language.

While AI tools can be incredibly useful, they struggle to embody a brand’s unique voice as they typically recycle the same old phrases and clichés. And, as mentioned above, humans can fall into the same trap. A lot of what’s considered “good writing” can end up feeling bland and formulaic if we’re not careful. 

If you want to stand out, your brand voice has to be full of the quirks and peculiarities (including your values, emotions, and perspective) that make what you do interesting or essential.

One of my favorite brand voice experts, Tiffany Markman, summed it up perfectly:

“It’s not enough for writing to be confident, intelligent, precise, specific, innovative, positive…Your brand voice aspirations should be several levels higher and your brand voice execution several layers more granular than that. 

Brand voice isn’t just about good writing. It's about thoughts and feelings.” 

The passion and purpose you put into your brand voice is what makes it unmistakably yours.

Take Patagonia for example. You don’t have to think too hard to know what they stand for.

Why?

Because they do more than just sell outdoor gear – they’ve built a voice that’s bold, activist-oriented, and unapologetically committed to the environment. 

When you hear from Patagonia, you know it’s them. Their voice helped them build trust and a loyal following so that when you buy a Patagonia jacket, you’re not just buying a jacket — you’re buying into a movement.

Benefits of a strong brand voice

A strong brand voice goes beyond empty marketing jargon. It’s consistent, recognizable, and embodies your brand’s unique mode of being.

All distinctive brand voices:

• ‍Build trust: A voice that feels genuine and coherent to the values your brand claims to follow shows there are real people behind your brand. The more consistent you are with your brand voice the more your audience will feel like they know and can trust you.‍
• Enhance your storytelling: Your brand voice brings your stories to life, making your content more engaging and dynamic. ‍
• Help you stand out: A unique voice makes people laugh, cry, think more deeply, and remember you. It's this emotional connection that leads them to think of you beyond your product or service. 

Steps to crafting a unique brand voice

Before you dive into sharing those quirky tales about your childhood crush or that summer in France as a way to stand out, let’s talk about how to find the right way to showcase your brand and connect with your audience.

1. Understand your brand’s core values and audience

First of all, you need to get clear on what your brand stands for. What are your mission, vision, and core values? These should be the backbone of your brand voice. But remember, it’s not just about you; it’s about connecting with your audience. What do they care about? What language do they connect with? Your brand voice should feel like an extension of who you are while lining up with what your audience cares about most.

2. Avoid clichés by making it specific

We’ve all seen those generic phrases that could belong to any brand: “We’re passionate about quality,” “We put customers first.” Yawn, right? Skip the tired clichés and lean into the concrete, tangible things that your brand does. Instead of saying you have “great customer service,” talk about how you personally follow up with every customer after their first purchase. Specifics make your voice relatable. And if your brand voice turns some people off? Great, that’s a sign you are zeroing in on the people your brand was meant for.

3. Add personal stories and human experiences

AI can pump out content all day, but it can’t replicate real human emotion. Share personal stories, experiences, and insights that show your brand’s human side. Maybe it’s the story of how your business started in your dorm room, or how a comment from your five-year-old nephew inspired a new product, or maybe it’s sharing customer stories that show how your services helped them overcome a problem. Tapping into your audience's emotions through these stories will help you connect on a deeper level. 

4. Consider hiring a copywriter

Ok, of course we’d say that 😉, but it’s for good reason! Crafting a unique brand voice that’s consistent across all channels isn’t easy. It takes time and a deep dive into what your brand truly stands for. When you're so close to your business, it can be hard to know what questions to ask yourself, and that’s where a professional copywriter can help. Think of a copywriter as your brand’s voice coach. They help you find the perfect tone that will hum in the ears of your audience. And the best part? You get to focus on what you do best, while they define the best course forward.

Implementing and maintaining your brand voice

Crafting a distinctive brand voice is just the beginning. The real magic happens when you maintain that voice consistently across all platforms, from your website copy all the way down to your Instagram stories. Consistency creates familiarity, making your brand instantly recognizable, and therefore, more trustworthy (because we tend to trust people and brands that know who they are).

Consider Oatly. Whether you’re reading their milk carton, scrolling their Instagram, or browsing their website, their quirky, playful voice is always there. It’s fun, a little cheeky, and totally them. Their consistency has helped them build a loyal following that connects with their personality, not just their products. It’s so clear and unmistakable that even those who don’t drink oat milk likely recognize their brand voice. 

But don’t forget, just like humans, we evolve and change, and your brand will too. Once a year, block off some time to review and adjust your voice so that it stays relevant and impactful. Think of it as a living, breathing part of your brand that needs regular check-ins to stay fresh.

So, what’s your brand voice?

As AI content becomes increasingly prominent, we will increasingly seek out brands that feel a little more textured. The brands that become intentional about crafting a voice that is cohesive and connects on a deeper level are the ones who will come out on top.

Now, let’s turn the lens on your brand. 

How does your current brand voice sound? 

Try summing it up in three words and see if those align with your goals and who you're trying to reach.

If you feel compelled, drop those words in the comments below, and let’s keep the conversation going.

And if you do feel like your voice could use a little fine-tuning, ES Content Creative is here to help you craft something that is unmistakably human, and unmistakably yours.