Stories shape us. They make us laugh with Dr. Seuss, cry with Marley &Me, and wait for a Hogwarts letter that never comes. That pang of disappointment when you realised the train wasn’t coming? That’s the power of good storytelling. It’s an emotional connection, a shared language we’ve understood our entire lives.
But what makes those stories stick? We’ll give you a hint: it’s not just the plot. It’s the unique voice of the storyteller. That consistent, trustworthy voice is what pulls you in.
So, what does a trip down memory lane have to do with your business?
Everything.
In this blog, we break down why the voice that shapes your storytelling style is the real magic behind your brand.
Are you curious how we do this? Pull up a chair and allow us to show you.
Why a Clear Tone of Voice is Game-Changing
How do you communicate with your audience? Are you the friendly optimist, or are you the playful, sarcastic one? That’s not just a random choice. That’s your tone of voice, and it’s one of your most powerful assets.
Let’s talk about one of the world’s most iconic brands: Nike. What’s the first thing that comes to mind? We’re willing to bet it wasn’t their supply chain logistics. It was their tagline: “Just Do It.” Short, simple, and dangerously straightforward – that’s how Nike built a stellar reputation for inspiring athletes to put their best foot forward (no pun intended).
Okay, we know you’re a busy entrepreneur with a dream racing against time. We’ve walked in your shoes before, so we’ll keep this as succinct as possible.
Here are the top three reasons you absolutely need a brand voice:
- It humanises your brand
Despite what the movies tell us, people don’t connect with robots. We’re all looking for brands that feel personal, relatable, and like they actually get us. So why do many businesses hide behind a generic, ‘professional’ voice? It doesn’t build trust; it builds a wall. A unique personality is what cuts through the noise and creates a real connection. - It helps you stand out
Business jargon is boring (though we understand it’s sometimes necessary). A unique writing style is not. The moment a blog shows a little character, it’s refreshing. It stops you in your tracks. It stands out and makes you want to engage with the brand. - It builds consistency and trust
There’s a reason all great relationships run on trust. Trust builds emotional connection. For your brand, that connection and consistency are crucial. Look at a legend like Coca-Cola. They don’t sell soft drinks; they sell happiness. Their entire brand is centred around joy and togetherness. Now, think of its long-term rival, Pepsi. Their brand voice is about youth, energy, and being the choice of a new generation. What do these two approaches have in common? Absolutely nothing. And that’s the point.
Your Playbook for Building a Brand Voice
Let’s put the theory we’ve just learned into practice, starting with your business. Finding your brand voice boils down to knowing who you are and who you serve, then shaping that voice into consistent messaging.
- Start with Missions and Values
Before you write a single word, go back to your “why.” Your core mission and values act as a compass, guiding your communication style, emotional tone, and even the words you choose. - Know Your Landscape
Your brand voice only works if your audience engages with it. That’s why we’re constantly stressing the importance of knowing your audience. What good is a polished, professional tone when your customers would rather engage with something playful and cheeky? It’s like showing up to a Taylor Swift concert not dressed for an era; you’ve completely misread the room. This is also where you study your competitors’ voices to identify where your brand can fit in. The ultimate goal is to flip the script and make yours impossible to ignore. - Define Your Personality
Ever met somebody you didn’t quite gel with? Maybe they’re too bold, or maybe you’re too timid. Your brand is having that “first meeting” with customers every day. The question isn’t if it has a personality, but what that personality is. It’s your way of letting your audience know you’re worth getting coffee with. So how do you make sure that personality shows up consistently every single time? You build the official rulebook. This is where you get specific: defining the words to embrace, the jargon to drop, and the exact tone to take in any situation.
- Consistency Across Platforms
This part is what ties everything together. When your audience experiences the same personality on your website, social channels, and emails, you create a cohesive experience that makes your brand stick, which is the whole point, right?
Your Brand Messaging Guide (Checklist)
Your voice and tone have a huge impact on how your brand is identified. When you “read the room,” you pick up on what engages your audience, the language they use, and the slang that resonates with them. Why is that important? Well, that’s essentially how you create a meaningful dialogue.
To help you master your brand voice, we’ve put together this checklist for creating your own messaging guide. After all, it’s 2025, and we’ve learned to spot the red flags. Inconsistent, unreliable, and a lack of authenticity. For us, that’s a no-go.
Let’s get into it.
- Define mission and values: Is your voice anchored in what your business stands for?
- Identify your audience: How you communicate depends on your audience. Are you targeting businesses (B2B) or consumers (B2C)? Factors like their age, geography, and culture will shape your entire approach.
- Nail down your personality: Are you playful? Authoritative? Trustworthy? Daring?
- Choose vocabulary and tone sliders: Decide what words you’ll use, what you won’t, and how your voice shifts with context.
- Build an internal style guide: Create a reference to document your voice and tone.
- Train your team: Make sure your content team understands how to develop brand voice and consistency across all content and communication.
- Review regularly: Continually review and update your brand voice guide as your business grows.
Creating and Using a Brand Voice Style Guide
Every brand needs a content guidelines document. Think of it as the ‘bible’ that keeps your messaging consistent every time.
We know it’s extra work, but think of all the incredible benefits. Nailing down everything from your brand’s personality and word choice to punctuation rules and references to avoid…it’ll save you more time than you know.
If you’re the one calling the shots, you might have to do the heavy lifting (trust us, it’s worth the argument!). You may face some pushback, but it makes the entire team’s job easier down the road. And your job, too.
Just hired a freelancer? Hand them the guide. Overwhelmed and need an agency? You’re ready. Instead of losing control of your day by spending hours explaining your tone of voice, you hand over a document that does the work for you. That’s a huge weight off your plate.
What Our Team Really Thinks About
Brand Voice
Of course, that’s easier said than done when you’re a small business with limited resources. We asked our Head of Content, Shraddha, for her advice on creating an authentic brand voice. Here’s a breakdown of her insights:
First, on building the foundation:
“A brand voice is the natural outcome of a strong network of brand value. Focus on three core pillars: clear values, a strong purpose, and a defining USP. Once you know exactly what you stand for, the brand identity will reveal itself, making the voice and visual identity self-evident. Brands that start ‘just because’ struggle to define themselves later on, so it’s important to get it right at the outset.”
Then, on staying authentic vs. chasing trends:
“Most people don’t realise that a brand’s voice is as emblematic of its values as its logo. A strong brand voice doesn’t waver with fleeting trends. It’s designed to adapt the current social dialogue into the brand’s existing worldview.”
So, now we’re on the same page, we can all agree… Finding your brand voice is real work – it takes strategy, commitment, and planning. You can’t just slap a few adjectives together and call it a day. But what you can do is invest time and effort into creating a personality that resonates with your audience.
Ready to Build Your Voice with
Move Ahead Media?
If there’s one thing to take from this, it’s that a strong brand voice is the first step to powerful storytelling.
Remember Dr. Seuss from earlier? He’s a masterclass in knowing your audience. The whimsical language, playful tone, and engaging rhythm – it’s a combination kids absolutely adore.
Getting that reaction from your audience isn’t just for storybooks. We can help you build a brand voice that truly connects. Our team works to understand what makes your business unique and what your audience actually wants to hear, creating a style that feels both genuine and effective.
Need some more guidance?
Get in touch with our expert team at Move Ahead Media today for a free audit! Fill out the form, and our team will be in touch soon.
FAQs
How is a brand voice different from brand personality and tone?
Personality is who you are. It’s a set of traits that define your business, for example, humorous, playful, and adventurous. Brand voice expresses that personality. Tone is the emotional flavour you add for a specific situation, like being professional in a report or celebratory in a launch post. Together, they create an authentic brand story and deliver consistent messaging.
What are some common mistakes to avoid when developing a brand voice?
Three big mistakes we often see: copying your competitors instead of finding your own lane. Sounding different on Instagram than you do in your emails. And failing to deliver on what your audience expects from you. Each one weakens your messaging and damages trust in your brand.
How do we train our team to use the brand voice effectively?
Give them the tools and training. Create a brand voice style guide, run workshops so they can practice, and provide consistent feedback. The more conversations you have about your brand’s guidelines, the more informed your team will be. Clarity and practice are what create consistency.
