What is Brand Voice?

“Your brand is what people say about you when you’re not in the room.” — Jeff Bezos.

That’s a heavy quote, but it makes an important point. People don’t just buy products or services — they buy into the way you present yourself. And that comes down to something called brand voice.

So, what is brand voice?

At its simplest, brand voice is the personality your business shows when it communicates. It’s not just the words you use but the tone, style, and overall feeling behind them. Think of it like this: if your brand walked into a party, would it be the confident storyteller, the compassionate listener, or the funny one everyone wants to hang out with?

Your brand voice is that personality.

Unsure of how to voice your brand? Check out our post about balancing professionalism and personality in your brand.

Why it matters

I’ve seen businesses trip up when their voice doesn’t match who they really are. For example, I once worked with a small company that prided itself on being approachable and down-to-earth. But their social media posts sounded like they were written by a stiff corporate lawyer. The result? Confused clients who didn’t know what to expect.

The truth is, if your brand voice doesn’t reflect your actual values, it creates friction. And friction erodes trust.

Choosing your voice

There’s no universal “right” voice. The best one is the one that aligns with your industry, your audience, and most importantly — you.

• Lighthearted & fun: Great for industries where creativity, entertainment, or lifestyle play a role. Clothing lines, coffee shops, or fitness brands can thrive here.

• Compassionate & empathetic: Works well in sensitive industries like healthcare, nonprofits, or counseling services.

• Professional & informative: Perfect for law firms, financial services, or B2B companies where credibility is key.

Here’s the key: pick a voice that feels natural. If your real-life interactions with customers are playful and casual, don’t suddenly turn into a robotic “thought leader” online. And if you’re handling heavy, life-changing issues, resist the urge to chase laughs — it’ll feel off.

For some context, I prefer to keep my brand's voice to be a mix of light-hearted and educational. This directly mirrors how I interact with my clients - I make sure we understand each other but I also like our company to be very approachable and fun.

Let us help you craft your brand voice with promotional video production.

Practical examples

Imagine you own an apparel company. You could choose a lighthearted voice, making jokes about everyday life while showcasing your gear. Or maybe you want to focus on values — highlighting that part of your profits go to charity or that your products are eco-friendly. Both can work! It just depends on what feels authentic and what your customers connect with.

On the other hand, if you run a medical practice, the safest bet is leaning into compassion, reassurance, and professionalism. People in that situation want to feel cared for, not entertained.

How to find your brand voice

Here’s a quick exercise I recommend to clients:

1. Write down three adjectives that describe how you want people to feel when they interact with your business. (e.g., “inspired,” “understood,” “confident.”)

2. Ask yourself — do those words line up with how you naturally communicate? If not, something’s off.

3. Create a short “voice guide.” A one-page cheat sheet with dos and don’ts. For example, Do: use plain, warm language. Don’t: overuse buzzwords or jargon.

Final thought

Your brand voice isn’t just a marketing tactic — it’s the bridge between your values and your audience’s experience. Don’t overcomplicate it. Lean into who you are, be consistent, and make sure the way you talk about your business makes you proud.

Because at the end of the day, people don’t just buy your product. They buy your story, your personality, and the way you make them feel.

Interested in more marketing topics? Here's a post on a related topic - are marketing and advertising the same thing?