If your voice isn’t defined, here’s what tends to happen. The writing starts sounding like whoever wrote it, not like your business.
Look at how much content out there sounds exactly the same right now. Smooth. Generic. Unmistakably written by a machine. That’s what happens when there’s no brief for how a brand actually talks. Using tools to help you write isn’t the problem, plenty of people do it. But you need to feed those tools your voice first. Otherwise you’re publishing someone else’s words with your name on them.
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The internal version of the same problem
It’s not just external content. Sales sounds one way. The website sounds another. Social media sounds like a third business entirely. Your audience is left piecing together who you actually are from bits that don’t quite add up.
None of that is one big, dramatic problem on its own. A slightly different tone in a caption isn’t going to lose you a customer. But it adds up. It makes people work harder to understand you than they should have to, and over enough touchpoints, that’s exactly the kind of friction that can silently cost you trust.
What voice actually means
Your brand character is who your brand is, as a person. Voice is how that person talks. It comes down to two lists: the words and phrases that feel completely right, and the ones that would feel completely wrong. Both of these matter. Knowing what you’d never say is often more useful than knowing what you would.
Pick three words you want people to feel when they deal with your business. Check your last five posts or emails against them. If those words don’t show up, then that’s the gap you need to fill.
Want to know where your own brand actually stands? Get you Brand Soundcheck booked in today.