{"id":83871,"date":"2026-07-02T07:00:00","date_gmt":"2026-07-02T14:00:00","guid":{"rendered":"https:\/\/dhblog.dream.press\/blog\/?p=83871"},"modified":"2026-08-11T08:55:23","modified_gmt":"2026-08-11T15:55:23","slug":"build-your-brand-voice","status":"publish","type":"post","link":"https:\/\/www.dreamhost.com\/blog\/build-your-brand-voice\/","title":{"rendered":"How To Build a Brand Voice That&#8217;s Unmistakably Yours"},"content":{"rendered":"<div class=\"tldr-block\" style=\"display: none;\">\n\t<div class=\"svg\">\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 119.25 37.8\">\n\t<g>\n\t\t<g>\n\t\t\t<path fill=\"#ffffff\" d=\"M23.4,6.93h-8.1v24.57h-7.2V6.93H0V0h23.4v6.93Z\" \/>\n\t\t\t<path fill=\"#ffffff\" d=\"M45,24.57v6.93h-18.45V0h7.2v24.57h11.25Z\" \/>\n\t\t\t<path fill=\"#ffffff\"\n\t\t\t\td=\"M90.9,15.75c0,8.91-6.61,15.75-15.3,15.75h-12.6V0h12.6c8.68,0,15.3,6.84,15.3,15.75ZM83.97,15.75c0-5.4-3.42-8.82-8.37-8.82h-5.4v17.64h5.4c4.95,0,8.37-3.42,8.37-8.82Z\" \/>\n\t\t\t<path fill=\"#ffffff\"\n\t\t\t\td=\"M105.57,21.15h-3.42v10.35h-7.2V0h12.6c5.98,0,10.8,4.81,10.8,10.8,0,3.87-2.34,7.38-5.81,9.13l6.71,11.56h-7.74l-5.94-10.35ZM102.15,14.85h5.4c1.98,0,3.6-1.75,3.6-4.05s-1.62-4.05-3.6-4.05h-5.4v8.1Z\" \/>\n\t\t<\/g>\n\t\t<path\n\t\t\tfill=\"#0173ec\"\n\t\t\td=\"M53.97,37.8h-5.4l1.8-13.27h7.2l-3.6,13.27ZM49.02,12.55c0-2.34,1.93-4.27,4.27-4.27s4.27,1.94,4.27,4.27-1.93,4.27-4.27,4.27-4.27-1.94-4.27-4.27Z\"\n\t\t \/>\n\t<\/g>\n<\/svg>\n\t<\/div>\n\t<div class=\"tldr-wrap\">\n\t\t\n\n<ul class=\"wp-block-list\">\n<li>The right brand voice can have a shocking impact. HubSpot&#8217;s social team saw <a href=\"https:\/\/blog.hubspot.com\/marketing\/how-hubspots-social-team-grew-linkedin\">84% year-over-year growth<\/a> on LinkedIn in six months after shifting to a fresher, more conversational voice.\u00a0<\/li>\n\n\n\n<li>Start with what you believe, not what you sell. Write down three to five values that are genuinely true of your business.<\/li>\n\n\n\n<li>Know exactly who you\u2019re talking to, and borrow the real words your best customers already use in reviews and DMs.<\/li>\n\n\n\n<li>Define your voice in concrete terms with a \u201cwe are [X], but not [Y]\u201d framework.\u00a0<\/li>\n\n\n\n<li>Write it all down in a simple voice guide so your tone doesn\u2019t drift the moment you hire help or lean on AI tools. The same guide doubles as your AI prompt.<\/li>\n<\/ul>\n\n\n\t<\/div>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Imagine you\u2019re walking down the street and a billboard tells you, \u201c<em>It\u2019s like milk, but made for humans.<\/em>\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re tapped into the alternative milk world at all, you\u2019d probably immediately recognize that as Oatly\u2019s brand voice. It goes far beyond the logo; it&#8217;s the irreverent, self-aware humor that shows up everywhere they communicate.<\/p>\n\n\n\n<h2 id=\"h-what-is-brand-voice\" class=\"wp-block-heading\">What is brand voice?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Brand voice is the distinct, consistent personality <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/personal-brand\/\">your brand<\/a> expresses across every piece of communication: the word choices, rhythm, and attitude that make your writing recognizable. It isn\u2019t your logo, your <a href=\"https:\/\/www.dreamhost.com\/blog\/build-your-color-palette\/\" target=\"_blank\" rel=\"noreferrer noopener\">color palette<\/a>, or your tagline, though all of those should support it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And most of all, brand voice is definitely <em>not<\/em> something you find by copying a competitor or using vague, safe language.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your voice feels impersonal or inconsistent, customers may not trust you. And if they can\u2019t trust you, why would they engage with, or buy from, you?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, HubSpot\u2019s social media team saw a <em>huge<\/em> boost in LinkedIn growth (<a rel=\"noopener noreferrer\" href=\"https:\/\/blog.hubspot.com\/marketing\/how-hubspots-social-team-grew-linkedin\" target=\"_blank\">an 84% rise<\/a>) after updating their voice to \u201cspeak to the next generation of marketing or sales reps.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lookin\u2019 for that kind of impact?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keep reading.<\/p>\n\n\n\n<h2 id=\"h-nail-your-brand-voice-with-these-6-steps\" class=\"wp-block-heading\">How to create a brand voice in 7 steps<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">All you need now is clarity, a few hours, and a willingness to make decisions. Let\u2019s get started.<\/p>\n\n\n\n<h3 id=\"h-1-start-with-who-you-are-not-what-you-sell\" class=\"wp-block-heading\">1. Start With Who You Are, Not What You Sell<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What does your business believe?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, Patagonia believes the planet matters more than profit. This belief is the engine of the brand voice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Write down three to five values that are genuinely true of your business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if you run an accounting service for freelancers, your values might be clarity, speed, and maximizing savings without sacrificing quality.<\/p>\n\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<p class=\"newsletter-form__title\">Get Content Delivered Straight to Your Inbox<\/p><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>\n\n\n<h3 id=\"h-2-know-exactly-who-you-re-talking-to\" class=\"wp-block-heading\">2. Know Exactly Who You\u2019re Talking To<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your brand voice is less about you and more about how you show up for your customer. And you can\u2019t show up well for someone you don\u2019t understand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Create a simple profile of your ideal customer.<\/strong> Think beyond demographics. What do they worry about? What do they roll their eyes at? What makes them feel seen?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For more insights, look at the language your best customers use in reviews, DMs, and emails. The words they reach for are often the words your brand should be using, too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When your voice mirrors the way your customer already thinks and speaks, communication feels effortless. For both of you.<\/p>\n\n\n<div class=\"single__related-article\">\n\t<span>Related Article<\/span>\n\t<div class=\"single__related-article__wrap\">\n\t\t<div class=\"single__related-article__title\">\n\t\t\tYour Brand Already Has a Personality (Make Sure You Like It)\n\t\t<\/div>\n\t\t<a href=\"https:\/\/www.dreamhost.com\/blog\/small-business-brand-strategy-basics\/\" class=\"btn btn--sm btn--brand\" target=\"_blank\" rel=\"noopener noreferrer\" aria-label=\"Read More: Your Brand Already Has a Personality (Make Sure You Like It)\">\n\t\t\tRead More\n\t\t<\/a>\n\t<\/div>\n<\/div>\n\n\n\n<h3 id=\"h-3-define-your-voice-in-concrete-terms-not-vague-adjectives\" class=\"wp-block-heading\">3. Define Your Voice in Concrete Terms (Not Vague Adjectives)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Define your voice through contrast. For every trait you claim, clarify what it means <em>and<\/em> what it doesn&#8217;t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a simple framework:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We are [warm], but not [sappy or over-the-top].<\/li>\n\n\n\n<li>We are [direct], but not [cold or blunt].<\/li>\n\n\n\n<li>We are [knowledgeable], but not [jargon-heavy or intimidating].<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>This \u201cwe are\/but not\u201d structure forces specificity and gives you something you can actually test your writing against.<\/strong> Three to four traits like this are plenty.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1836\" height=\"1065\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum.webp\" alt=\"Five brand voice spectrums spanning serious-playful, formal-casual, reserved-bold\" class=\"wp-image-83784 lazyload\" data-srcset=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum.webp 1836w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-300x174.webp 300w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-1024x594.webp 1024w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-768x445.webp 768w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-1536x891.webp 1536w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-600x348.webp 600w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-1200x696.webp 1200w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-730x423.webp 730w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-1460x847.webp 1460w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-784x455.webp 784w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-1568x910.webp 1568w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-877x509.webp 877w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/03_brand_voice_lives_on_a_spectrum-1754x1017.webp 1754w\" data-sizes=\"(max-width: 1836px) 100vw, 1836px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1836px; --smush-placeholder-aspect-ratio: 1836\/1065;\" \/><\/figure>\n\n\n\n<h3 id=\"h-4-do-a-quick-audit-of-what-you-ve-already-published\" class=\"wp-block-heading\">4. Do a Quick Audit of What You\u2019ve Already Published<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Before you build anything new, figure out what you\u2019re already doing right.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pull up your last ten social posts, <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-create-about-us-page\/\">your About page<\/a>, and a recent email.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Read them out loud. Do they sound like the same person wrote them? Do they sound like you?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sort your existing content by engagement (likes, comments, saves) and ask yourself what your voice was doing in the pieces that resonated most. That\u2019s often where your real brand voice is already hiding.<\/p>\n\n\n<div class=\"single__related-article\">\n\t<span>Related Article<\/span>\n\t<div class=\"single__related-article__wrap\">\n\t\t<div class=\"single__related-article__title\">\n\t\t\tContent Repurposing Workflow: Tools and a 30-Day Calendar\n\t\t<\/div>\n\t\t<a href=\"https:\/\/www.dreamhost.com\/blog\/content-repurposing-workflow\/\" class=\"btn btn--sm btn--brand\" target=\"_blank\" rel=\"noopener noreferrer\" aria-label=\"Read More: Content Repurposing Workflow: Tools and a 30-Day Calendar\">\n\t\t\tRead More\n\t\t<\/a>\n\t<\/div>\n<\/div>\n\n\n\n<h3 id=\"h-5-write-it-down-create-a-simple-brand-voice-guide\" class=\"wp-block-heading\">5. Write It Down: Create a Simple Brand Voice Guide<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This is the step most small business owners skip, and it\u2019s the reason their voice drifts the moment they hire a VA or start using <a href=\"https:\/\/www.dreamhost.com\/features\/content-builder\/\">AI tools<\/a> to help with content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thankfully, you don\u2019t need a 40-page brand bible. You just need a one-to-two page document that includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your three to four voice traits (with the \u201cwe are\/but not\u201d contrast for each).<\/li>\n\n\n\n<li>A short paragraph describing your ideal customer.<\/li>\n\n\n\n<li>Five to ten words and phrases you love and use often.<\/li>\n\n\n\n<li>Five to ten words and phrases you actively avoid.<\/li>\n\n\n\n<li>Two or three examples of on-brand writing (could be your own, could be a brand you admire).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Keep it somewhere accessible. A Google Doc works perfectly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hiring help?<\/strong> This guide is also your briefing document. Hand it to every freelancer, VA, or agency on day one, along with two annotated examples: one that nails your voice, one that misses, and a line on why. Then review their first draft against your \u201cwe are\/but not\u201d traits before it goes live.<\/p>\n\n\n\n<h3 id=\"h-6-make-ai-sound-like-you\" class=\"wp-block-heading\">6. Make AI Sound Like You: Turn Your Voice Guide Into AI Guardrails<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s where that one-page guide earns its keep twice. The same document that briefs a freelancer also keeps AI writing tools from flattening your marketing into generic output.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whichever tool you use, the process is the same:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Paste the guide in as standing instructions.<\/strong> Your voice traits (with their \u201cwe are\/but not\u201d contrasts), your loved words, and your banned words go wherever your tool stores custom instructions, a system prompt, or a brand voice setting.<\/li>\n\n\n\n<li><strong>Feed it a real writing sample.<\/strong> Give it 500 or more words of your own best copy, like a favorite email or your About page, so it picks up your rhythm and not just your rules.<\/li>\n\n\n\n<li><strong>Spot-check every draft.<\/strong> Read the output against your \u201cwe are\/but not\u201d list before it ships. If a draft comes back warm but sappy, name the trait it broke and regenerate.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The guide does the heavy lifting; you stay the editor. That\u2019s the difference between marketing that sounds like you and marketing that sounds like everyone else\u2019s AI.<\/p>\n\n\n\n<h3 id=\"h-6-apply-it-everywhere-consistently\" class=\"wp-block-heading\">7. Apply It Everywhere, Consistently<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your brand voice lives in your email subject lines, your DM replies, your out-of-office messages, your product descriptions, and even your error messages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When your website sounds like a law firm and your Instagram sounds like a group chat, customers notice \u2014 even if they can\u2019t quite name what feels off.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pick one new touchpoint each week to check. Rewrite your email footer. Update your Instagram bio. Revise the auto-reply on your inquiry form.<\/p>\n\n\n\n<h2 id=\"h-how-to-tell-your-brand-voice-is-working\" class=\"wp-block-heading\">How to tell your brand voice is working<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The same way HubSpot did: with a before-and-after.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before you roll out the new voice, jot down a baseline: followers, likes, comments, saves, email replies \u2014 whatever numbers your platforms already give you. Check the same numbers again after 60 to 90 days. You\u2019re looking for a trend, not an overnight spike.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then, once a quarter, re-read a handful of recent posts and emails against your voice guide. If something could have been written by any business in your industry, that\u2019s your cue to tighten up before the drift becomes permanent.<\/p>\n\n\n\n<h2 id=\"h-see-it-live-strong-brand-voices-in-action\" class=\"wp-block-heading\">See It Live: Strong Brand Voices in Action<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sometimes the fastest way to understand a concept is to see it done well. Here are a few brands that have built unmistakable voices worth studying.<\/p>\n\n\n\n<h3 id=\"h-fenity\" class=\"wp-block-heading\">Fenity<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/fenityfashion.com\/pages\/about-us\">Fenity<\/a> is a women&#8217;s fashion brand that started as a dorm-room project and grew into a recognized online label.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The tagline \u201cNostalgic for the 90s, Designed for now\u201d does a lot of work in very few words. It tells you exactly who this brand is for and what it believes about fashion.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1836\" height=\"1305\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy.webp\" alt=\"Fenity website screenshot highlighting consistent brand voice between tagline and about copy.\" class=\"wp-image-83785 lazyload\" data-srcset=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy.webp 1836w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-300x213.webp 300w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-1024x728.webp 1024w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-768x546.webp 768w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-1536x1092.webp 1536w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-600x426.webp 600w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-1200x853.webp 1200w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-730x519.webp 730w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-1460x1038.webp 1460w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-784x557.webp 784w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-1568x1115.webp 1568w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-877x623.webp 877w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/06\/04_fenity_s_tagline_and_about_copy-1754x1247.webp 1754w\" data-sizes=\"(max-width: 1836px) 100vw, 1836px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1836px; --smush-placeholder-aspect-ratio: 1836\/1305;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Their About page deepens it: \u201cWe believe in the beauty of duality, that everyone in this world has a place, a voice and a style\u2026 imperfections make you perfect.\u201d That\u2019s a specific worldview, expressed with warmth and intention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everything \u2014 the copy, the product naming, and beyond \u2014 speaks in one consistent voice.<\/p>\n\n\n\n<h3 id=\"h-worm-return\" class=\"wp-block-heading\">Worm Return<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.wormreturn.com\/\">Worm Return<\/a> is a Pittsburgh-based composting service founded in 2018 by self-described lifelong environmentalist Laura Totin Codori. And their brand voice is a masterclass in making an unsexy topic feel genuinely inviting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their tagline, \u201cUsing food scraps to create landscape not landfills,\u201d is punchy, purposeful, and instantly tells you what they stand for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their service copy doesn\u2019t lecture or guilt-trip: \u201cIt\u2019s even easier than taking out your garbage\u2026\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Every word choice reinforces the same idea: This is good for the earth, and it can be joyful, not joyless.<\/p>\n\n\n\n<h3 id=\"h-fly-by-jing\" class=\"wp-block-heading\">Fly By Jing<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/flybyjing.com\/\">Fly By Jing<\/a> is a California-based Sichuan chili crisp brand founded by Jing Gao. Part of the engine behind its success? A highly personal brand voice no competitor could copy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gao kept her personal story front and center from day one: \u201cIt\u2019s never just been about a hot sauce that you can put on anything,\u201d <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/01\/13\/how-fly-by-jing-went-from-kickstarter-to-shake-shack-partner-in-a-few-years\">she says<\/a>. \u201cIt\u2019s really about one person\u2019s story and one person\u2019s recipe that she developed in Sichuan.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From the jar copy to the website to Gao\u2019s own public presence, the voice never drops character, which is exactly what makes it impossible to imitate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For a founder-led business, there\u2019s an edge no competitor can copy: the story is the product.<\/p>\n\n\n\n<h2 id=\"h-brand-voice-faqs\" class=\"wp-block-heading\">Brand voice FAQs<\/h2>\n\n\n\n<h3 id=\"h-how-do-i-brief-creators-or-a-va-to-match-my-brand-voice\" class=\"wp-block-heading\">How do I brief creators or a VA to match my brand voice?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Send your one-page voice guide plus two annotated examples: one on-brand, one off-brand, with a note on why. Then review their first draft against your \u201cwe are\/but not\u201d traits before it publishes. One round of specific feedback fixes most mismatches.<\/p>\n\n\n\n<h3 id=\"h-how-do-i-make-my-marketing-sound-like-me-not-like-generic-ai\" class=\"wp-block-heading\">How do I make my marketing sound like me, not like generic AI?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Give AI the same guide you\u2019d give a human writer: your traits, contrasts, and banned words as standing instructions, plus a 500-word sample of your own writing. Then edit every draft against your \u201cwe are\/but not\u201d list before anything ships.<\/p>\n\n\n\n<h3 id=\"h-what-should-a-brand-voice-guide-include\" class=\"wp-block-heading\">What should a brand voice guide include?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Three to four voice traits with \u201cwe are\/but not\u201d contrasts, a short description of your ideal customer, 5 to 10 words you love, 5 to 10 you avoid, and two or three examples of on-brand writing. One to two pages is plenty.<\/p>\n\n\n\n<h3 id=\"h-what-s-the-difference-between-brand-voice-and-tone\" class=\"wp-block-heading\">What\u2019s the difference between brand voice and tone?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Voice is your brand\u2019s personality, and it doesn\u2019t change. Tone is how that personality flexes with context: playful in a product launch, calm and direct in an apology. Same person, different moments.<\/p>\n\n\n\n<h2 id=\"h-will-you-find-your-voice\" class=\"wp-block-heading\">Will You Find Your Voice?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Building a great voice for your small business doesn\u2019t just strike like lightning, all at once.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are <em>levels<\/em> to this art.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First you must get clear on what your business actually believes and understand <em>exactly<\/em> who you\u2019re talking to.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From there, it\u2019s time to start crafting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Define your voice in concrete terms: Who are you \u2014 and who are you most definitely <em>not<\/em>?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use that guidance to pursue perhaps the most important practice: Consistency!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Create a simple brand voice guide and use it to audit what you\u2019ve already published and apply it everywhere moving forward. We\u2019re talking your subject lines, your DMs, even your error messages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brands you recognize without seeing the logo got there by showing up the same way, every time, until you couldn\u2019t mistake them for anyone else.<\/p>\n\n\n\n\n<div class=\"article-cta-shared article-cta-small article-cta--product\">\n\t<div class=\"tr-img-wrap-outer jsLoading\"><img decoding=\"async\" class=\"js-img-lazy \" src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/themes\/blog2018\/assets\/img\/lazy-loading-transparent.webp\" data-srcset=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/03\/remixer-background-877x590.webp 1x, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/03\/remixer-background-1754x1179.webp 2x\" width=\"877\" height=\"590\"  alt=\"DreamHost Remixer AI website builder\" \/><\/div>\n\n\t<a href='https:\/\/www.dreamhost.com\/lp\/branding-on-a-budget\/' class='link-top' target='_blank' rel=\"noopener noreferrer\">\n\t\t<span>[Download] 2026 Small Business Branding on a Bootstrap Budget<\/span>\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\" width=\"15\"><path d=\"M342.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L274.7 256 105.4 86.6c-12.5-12.5-12.5-32.8 0-45.3s32.8-12.5 45.3 0l192 192z\"\/><\/svg>\n\t<\/a>\n\n\t<div class=\"content-btm\">\n\t\t<h2 class=\"h2--md\">\n\t\t\tYour Brand Is Working Before You Say a Word\n\t\t<\/h2>\n\t\t<p class=\"p--md\">\n\t\t\tHalf of all consumers have chosen one brand over another based on color alone, and one-third of brands saw substantial revenue growth thanks to consistent branding. This 40-page DIY playbook gives small business owners the strategy, voice, color palette, logo, typography, and style guide blueprint to build a pro-level brand with free tools, no designer required.\n\t\t<\/p>\n\n\t\t        <a\n            href=\"https:\/\/www.dreamhost.com\/lp\/branding-on-a-budget\/\"\n                        class=\"btn btn--white-outline btn--sm btn--round\"\n                                    aria-label=\"Get the eBook: Your Brand Is Working Before You Say a Word\"\n                                    target=\"_blank\"\n            rel=\"noopener noreferrer\"\n            >\n                            Get the eBook                    <\/a>\n\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to create a brand voice customers recognize without even seeing your logo \u2014 in 6 simple steps.<\/p>\n","protected":false},"author":1060,"featured_media":83795,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_opengraph-title":"How to Create a Brand Voice - 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