Say It Like You Mean It: How to Find and Own Your Brand Voice

Let’s talk about something that doesn’t get enough attention when we’re building brands: your actual voice. Not just your colors, fonts, or logo (although those matter too), but the words you use. The vibe. The tone. The way your brand feels when someone interacts with it.

Your brand voice is what helps people know it’s you—even if your name or face isn’t attached to the message. It’s how you build trust and connection, and it’s one of the clearest ways to stand out in a crowded space.

But let’s be honest—figuring out your brand voice can feel a little… awkward. Especially if you’ve been trying to sound “professional” when really, that’s just code for bland and not-you.

So how do you find your voice? And better yet, how do you make sure it’s a voice that works for your brand and resonates with your audience?

Let’s break it down.

1. Start With Who You Are (Not Who You Think You Should Be)

If you’re goofy, deep, bold, nurturing, sassy, calm, poetic—lean into that. Your brand voice doesn’t need to sound like a corporate mission statement (unless that’s truly your vibe). It should sound like you on your best, most grounded day.

Ask yourself:

• How do I naturally speak when I’m teaching, writing, or talking to a client?
• What phrases do people associate with me?
• What tone do I use when I explain things in class or in a DM?

Your voice is already there—it’s just waiting to be recognized and refined.

2. Think About the Feelings You Want to Leave People With

Branding isn’t just about what you say—it’s about how people feel after engaging with you. Do you want them to feel inspired? Empowered? Educated? Grounded? Seen?

Write down 3–5 core feelings you want your brand to evoke. Then, match your tone to those feelings. For example:

• If you want to feel welcoming, your tone might be conversational and gentle.
• If you want to feel expert and bold, you might be more direct and confident in your statements.

That emotional tone is a key part of your voice.

3. Look Back at What You’ve Already Written

You don’t have to start from scratch. Look through:

• Emails you’ve sent to clients
• Captions that got a lot of engagement
• Blog posts or essays that felt natural to write

Highlight words, phrases, or rhythms that feel like you. These can serve as anchor points when you’re writing for your brand in the future.

4. Create a Brand Voice Guide (Yes, Even a Simple One)

This doesn’t have to be fancy. In fact, I tell my students all the time—progress beats perfection.

Just create a one-pager that answers:

• What three words describe my brand voice?
• What words or phrases do I want to use often?
• What words do I not want to use?
• What tone do I want to maintain (friendly, humorous, calming, etc.)?

You’ll be surprised how much easier content gets when you’re not reinventing the wheel every time.

5. Test It, Tweak It, and Trust It

Your brand voice will grow and evolve with you—and that’s okay. As your business matures, your tone might shift too. But the goal isn’t to perfect it before you start—it’s to start using it and pay attention to what lands.

Start posting. Start writing. Start saying what you actually mean in a way that feels right in your gut.

Final Thought:

You don’t need to sound like everyone else to be taken seriously. You just need to sound like yourself—on purpose.

Finding your brand voice isn’t about getting it “right”—it’s about getting it aligned. And once you do that, your marketing becomes more natural, more effective, and—most importantly—more you.