• Table of Contents

  • Brand Voice That Doesn’t Sound Like Everyone Else
  • Let’s Be Honest: Most Brand Voices Are Just Beige Noise
  • Why “Different” Is the Only Strategy That Matters
  • 1. Start With a Strategic POV, Not a Style Guide
  • 2. Kill the Committee. Voice Needs a Visionary
  • 3. Write Like a Human, Not a Headline Generator
  • 4. Embrace the Power of Polarity
  • 5. Codify It—But Don’t Cage It
  • Case Study: How Mailchimp Found Its Weird—and Won
  • Truth Bomb
  • Framework: The 4 C’s of a Killer Brand Voice
  • How to Audit Your Current Brand Voice
  • Next Steps: Build Your Brand Voice Like a Pro

Brand Voice That Doesn’t Sound Like Everyone Else

Most brand voices sound like they were written by a committee of beige cardigans. If your brand voice could be replaced by ChatGPT and no one would notice, you’ve got a problem. This article breaks down how to build a brand voice that actually sounds like you—and not like everyone else.

Let’s Be Honest: Most Brand Voices Are Just Beige Noise

Scroll through LinkedIn, and you’ll see it: a sea of brands all saying the same thing, in the same tone, with the same recycled phrases. It’s like a corporate Mad Libs generator had a baby with a thesaurus. And the result? A brand voice that’s so safe, so sanitized, it could double as elevator music.

Here’s the truth: if your brand voice doesn’t make someone feel something—anything—it’s not a voice. It’s a whisper in a hurricane.

Why “Different” Is the Only Strategy That Matters

In a world where attention is the most valuable currency, sounding like everyone else is the fastest way to go broke. Your brand voice isn’t just a tone—it’s your positioning, your personality, your POV. It’s the difference between being remembered and being ignored.

Let’s break down what it takes to build a brand voice that doesn’t just stand out—but stands for something.

1. Start With a Strategic POV, Not a Style Guide

Most companies start with adjectives: “We want to sound bold, human, and authentic.” Great. So does everyone else. Instead, start with a strategic point of view. What do you believe that your competitors don’t? What are you willing to say that others won’t?

• Define your enemy. What are you against?
• Declare your hill. What are you willing to die on?
• Decide your tone. How would your brand talk at a dinner party?

Example: Liquid Death didn’t just sell water—they sold rebellion against the plastic-wrapped wellness industry. Their voice? Metal AF. And it worked.

2. Kill the Committee. Voice Needs a Visionary

Brand voice by committee is how you end up with oatmeal. You need a single, strategic owner—someone who understands the business, the audience, and the brand’s soul. This isn’t a copywriter’s job. It’s a CMO-level decision.

Why? Because voice is strategy. And strategy doesn’t scale through consensus.

3. Write Like a Human, Not a Headline Generator

If your brand voice sounds like it was optimized for SEO in 2012, it’s time for an exorcism. People don’t connect with keywords—they connect with character. Your voice should have rhythm, wit, and a little bit of edge.

Here’s a test: Read your copy out loud. If it sounds like something a real person would say, you’re on the right track. If it sounds like a press release from a robot, start over.

4. Embrace the Power of Polarity

Trying to appeal to everyone is the fastest way to appeal to no one. A strong brand voice should attract your people—and repel the rest. That’s not a bug. It’s a feature.

Think of your voice as a magnet. The stronger the charge, the more it pulls in the right audience—and pushes away the wrong one.

5. Codify It—But Don’t Cage It

Yes, you need guidelines. But don’t turn your brand voice into a prison. Create a flexible framework that allows for creativity, context, and evolution.

• Voice pillars: 3–5 core traits that define your tone
• Do’s and don’ts: Examples of what’s on-brand vs. off-brand
• Voice in action: Real-world examples from your own content

Remember: A great brand voice is a living thing. Let it breathe.

Case Study: How Mailchimp Found Its Weird—and Won

Mailchimp didn’t become a billion-dollar brand by playing it safe. They leaned into quirky, offbeat humor that made them feel human in a sea of SaaS sameness. Their voice was so distinct, you could recognize it without a logo.

They didn’t just write copy. They wrote character. And it paid off—big time.

Truth Bomb

If your brand voice doesn’t make someone say “Wait, who wrote this?”—you’re doing it wrong.

Framework: The 4 C’s of a Killer Brand Voice

• Clarity: Say what you mean. No jargon. No fluff.
• Character: Infuse personality. Be someone, not something.
• Conviction: Take a stand. Have a POV.
• Consistency: Show up the same way, everywhere.

How to Audit Your Current Brand Voice

Want to know if your brand voice is working? Run this quick audit:

• Would your audience recognize your voice without your logo?
• Does your copy sound like a person—or a press release?
• Are you saying anything your competitors aren’t?
• Would your team know how to write in your voice without asking?

If you answered “no” to any of the above, it’s time for a voice overhaul.

Next Steps: Build Your Brand Voice Like a Pro

Here’s how to get started:

1. Interview your customers. What words do they use to describe you?
2. Audit your competitors. What’s the white space?
3. Define your POV. What do you believe that others don’t?

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