Why Your Brand Needs a Consistent Voice — And How to Find It

You’ve probably heard this before: consistency is key. Whether you’re learning a new skill or working toward a fitness goal, being consistent in how you show up – every time – is what builds trust.

The same goes for your brand. Consistency in how you speak, write, and engage with your audience is crucial to building a brand that's cohesive, credible, and memorable.

To build a lasting brand, you’ll need to understand why brand voice consistency is important and how to find your brand voice. But first, let’s understand what brand voice entails – and how it compares to tone.

What’s the Difference Between Brand Voice and Tone?

Your brand voice is the overall personality your brand expresses across all content. Your brand tone is the emotional expression or attitude you apply in specific situations.

For example, large corporations like Apple or Google might take a serious and empathetic tone when responding to customer complaints, but a more enthusiastic or playful tone when promoting a new product.

Simply put: Your brand may use different tones depending on context – but the voice should remain consistent.

The Risks of an Inconsistent Voice

Your brand voice is like the narrator of your story – steady, recognisable, and uniquely you. 

When your voice shifts between communications, it’s hard for customers to build a connection or understand what your brand stands for. Without that connection, they’re less likely to engage or convert.

Now that you understand why brand voice consistency matters, let’s explore how to find your brand voice.

How to Discover Your Brand Voice

Finding your brand voice may sound complicated but it boils down to one thing: What’s your brand story? 

Every brand has a story and by finding yours, you gain clarity around:

• Your target audience: Who you’re speaking to

• Core brand values: What matters to you – and, by extension, your audience 

This makes it easier to craft targeted and meaningful communications that resonates. 

How to Have Brand Voice Consistency

I might be biased, but hiring the right writers is the best way to ensure brand voice consistency. 

But if you’d like to try it yourself, you should document everything – your brand voice, values, target audience – and create tone checklists to make it easier for your team to follow a consistent voice. 

Tools like Notion and Google Docs are great for keeping your guidelines accessible and collaborative.

Let’s break this down into actionable steps:

1. Clarify your brand’s core: What are your mission, vision, and values?

2. Know your audience: Understand their pain points, needs, and how they speak

3. Study existing content: Evaluate tone and consistency. What feels “on-brand” or doesn’t?

4. Define 3-5 voice traits: Imagine your brand as a person and describe them in 3-5 adjectives. For example:

   1. If your brand is Bold: We get results for you. Fast.

   2. If your brand is Warm: We’re with you, every step of the way.

5. Create voice guidelines: For each trait, explain what it means and provide examples of how it sounds in writing.

By the end of these steps, you’ll have a clear and documented version of your brand voice 👏 – ready to share with your team and test in the wild. 

Just remember: Your brand voice should be consistent, but it can (and should) evolve as your brand grows. 

Ready to shape a brand voice that reflects your individuality and builds lasting trust? Let So She Scripted help you shape a voice that sounds like you — clear, confident, and uniquely your own.