10 Questions to Ask Yourself When Defining Your Brand Voice
Need Help Defining Your Brand Voice?
Ever notice how some brands don’t just talk—they speak a rhythm that pulls you in, like they’re whispering directly to you? That’s a brand voice with cadence, personality, and specificity. It’s the flow, timing, and pulse that make a brand’s voice feel sharp, personal, alive. Some brands nail it; others fall flat.
Why? Because finding that voice isn’t easy. Anyone can toss around adjectives like “professional” or “conversational,” but the real challenge is finding originality in a sea of clichés. It’s about getting crystal clear on what your brand actually wants to say, who you’re speaking to—and how you want to say it.
That’s the work needed to give your brand that signature, one-of-a-kind cadence. Because without that rhythm, without nailing both the message and the delivery, your voice fades into the background—just more static.
So how do you find it? Start with these ten questions. They’ll help you dig deep, cut the fluff, and build a brand voice that doesn’t just speak—it sticks.
I. Who is your target audience?
Defining your brand voice starts with knowing exactly who you’re talking to. Are your customers creatives craving inspiration, or wellness seekers looking for balance? Every audience has its own rhythm and expectations, and figuring out how to meet them where they are is key. The way you speak has to feel tailored and intentional—like it was made for them. Without that, you’re just throwing words into the void.
II. What are your brand's core values?
Your values are the foundation of your brand’s voice. Are you fueled by creativity and pushing boundaries or rooted in mindfulness and authentic connection? These values aren’t just buzzwords to never think about after the initial brainstorm—they should pulse through everything you say, from a single Instagram caption to a long-form blog post. It’s this alignment that gives your brand its depth and makes your message yours.
III. What emotions do you want to evoke?
Consider how you want your audience to feel when they encounter your brand. Are you aiming to spark inspiration, make them smile, or push them to think a little deeper? Your brand voice should be like a perfectly tuned instrument—consistently evoking those emotions and creating an experience that sticks. It's not just about what you say; it’s about how you make them feel in the process.
IV. what if your brand were a person?
Is your brand the witty, offbeat friend who keeps things fun, or the sharp, sophisticated mentor with a bit of edge? Giving your brand a personality makes your voice not just relatable, but real. Jot down a few defining traits and let them guide everything you create—because the more your brand feels like a person, the more people will want to connect with it.
V. What sets you apart from the competition?
Your brand voice should spotlight exactly what sets you apart. Are you the laid-back, approachable alternative to corporate giants, or the go-to for a high-end, luxury experience? Whatever it is, let your voice amplify it. It’s your key to cutting through the noise and making sure you don’t just blend in—you stand out.
VI. What is the tone of your brand voice?
Tone is the subtler, more nuanced sibling of voice—the mood that shades how you communicate. Is your tone typically upbeat and playful, or do you shift into something more serious and empathetic when needed? Consistency matters, but don’t be afraid to flex your tone when the moment calls for it. It’s the fine-tuning that keeps your brand human, adaptable, and real.
VII. What jargon should you use or avoid?
Using industry lingo can either boost your credibility or leave your audience feeling lost. If you’re talking to pros, a little jargon might be expected, even appreciated. But if your audience is more general, keep it sharp, clear, and accessible. The trick is knowing when to lean into the insider speak and when to cut the fluff and speak human.
VIII. How do you handle negative feedback?
How you handle criticism or mistakes says as much about your brand voice as anything else. Do you respond with lighthearted ease, or take a more serious, professional tone? Having a clear strategy ensures your voice stays consistent, even when things go sideways. It’s how you stay authentic and keep control of the narrative, no matter the pressure.
IX. How do you incorporate storytelling?
Stories are how you get people to care. Whether it’s a customer’s quiet win, the unpolished reality of your brand’s beginnings, or a glimpse behind the curtain, your voice should make those stories hit with real weight. It’s less about telling a story and more about letting your voice give it meaning—something that lingers, rather than just fills space.
X. How will your brand voice evolve over time?
As your business shifts, your brand voice should evolve with it. Check in often to make sure it still speaks to your audience and reflects your values. It’s less about keeping pace with trends and more about staying in sync with the core of what you do—so that your voice feels deliberate, not dated.
Wrapping It Up
Defining your brand voice is never a one-and-done—it’s an ongoing process that pays off. A voice that feels authentic and consistent is what turns casual visitors into actual loyalists. These ten questions are meant to help you cut through the noise and zero in on what sets your brand apart—and how to say it in a way that sticks.
Ready to refine your brand voice? Start by answering these questions honestly. And remember, it’s not just about words—it’s about the impression you leave behind.
