How to Create a Brand Voice That Speaks to People - Not Personas

Have you ever read a brand’s message and thought

Wow, it’s like they’re speaking directly to me ? That’s the magic of a strong brand voice—it feels personal, relatable, and authentic. As a growing business owner, establishing this connection with your audience can set you apart in a crowded marketplace.

But here’s the secret: a brand voice that truly resonates isn’t crafted for generic “personas. ” It’s built with real people in mind, reflecting your business’s core values and purpose. How to even begin?

Let’s dive into a simple framework. Define Your Brand’s Core Values Your brand voice starts with your “why. ” What drives your business?

Why do you do what you do? Write down three to five core values that encapsulate your mission. For example, if you run a sustainable clothing brand, your core values might be: Environmental stewardship Ethical production Empowering conscious consumers These values will serve as the foundation for your messaging.

They ensure your voice reflects your business’s authentic purpose, not just marketing buzzwords.

Pro Tip

Ask your team and customers how they perceive your brand. Their insights can reveal values you may not have thought to include. Understand Your Real Audience Instead of building an abstract persona, get to know the actual people who engage with your business.

This means having conversations, collecting feedback, and observing customer behavior.

Ask yourself

What challenges do my customers face? What motivates them to choose my product or service? What values do they share with my brand?

For example, if your customers frequently mention wanting products that align with their sustainable lifestyles, your messaging should emphasize shared values like environmental responsibility and authenticity.

Pro Tip

Use social media polls, email surveys, or direct conversations to gather this intel. Craft Your Brand’s Tone and Style Your tone is how you express your values and connect with your audience.

Should your voice be

Friendly and conversational Bold and assertive Inspiring and visionary Choose a tone that aligns with your brand’s personality and resonates with your audience. For example, a local coffee shop might adopt a warm, inviting tone, while a tech startup might lean towards innovative and energetic.

Pro Tip

Create a style guide with examples of do’s and don’ts for your brand’s tone to ensure consistency across all platforms. Test and Refine Your Messaging Once you’ve established your tone, start testing it in your content. Pay attention to how your audience responds.

Are they engaging more with your social posts? Are you receiving positive feedback on emails?

Experiment with

Storytelling: Share real experiences that reflect your values.

Visual elements

Pair your voice with images or videos that amplify your message.

Platforms

Tailor your voice for different channels, such as being casual on Instagram and professional on LinkedIn.

Pro Tip

Regularly revisit your messaging to ensure it still aligns with your evolving audience and business goals. The key to a compelling brand voice is staying true to your values and genuinely connecting with your audience. When your messaging reflects who you are and resonates with what your customers care about, you build trust, loyalty, and a community around your brand.

Need some more help? Scaling a business can be exciting, but also overwhelming. If you’re unsure how to best position your brand and need some help with managing your marketing, we can help.

Expert Guidance

Access our seasoned marketing experience and proven strategies to refine your brand voice.

Audience Insights

Leverage our expertise in analyzing customer data to uncover what truly resonates with your audience.

Strategic Consistency

We’ll ensure your messaging aligns across all channels and evolves with your business growth.

Time Efficiency

Focus on your core business while we handle the heavy lifting of brand strategy and execution.