Finding Your Brand Voice: A guide for Online Service Providers

If you’re feeling a little anxious about finding your brand voice, you’re not alone. It’s one of those topics that gets a lot of hype in the copywriting world—and for good reason! Your brand voice is the way your business *sounds*, the personality behind your words, and it’s a big part of what draws in the right clients. But the problem is, all that emphasis on voice can make us overthink it, wondering if we’re getting it “just right” or comparing ourselves to others. 

This guide is here to simplify the process and give you a clear, easy way to uncover your brand’s unique voice. No need to stress or try to sound like someone else. Just a few steps, a little reflection, and you’ll start to see your voice come through naturally. Let’s get started!

What is Brand Voice and Why is it Important?

Simply put, your brand voice is the personality and tone behind everything you share with clients and prospects. It’s the “you” that comes through in every post, email, and piece of content. A clear, consistent brand voice creates familiarity and connection—especially crucial in a world where many clients only interact with you online. When your voice feels authentic and cohesive, clients feel like they already know you, making it easier for them to trust and choose you.

Key Steps to Discovering Your Brand Voice

Step 1: Clarify your values and personality.

Think about what you want your brand to stand for and how you want clients to feel when they connect with you. As a service provider, you are your brand, so it makes sense for there to be a natural overlap between your personality and your brand’s personality. Here’s a quick tip: jot down a few words that describe you—like warm, straightforward, or professional—along with the core values of your business, like honesty, creativity, or attention to detail. This list will give you a solid starting point as you hone your unique voice.

Step 2: Think About Your Ideal Client

Now, think about the people you love working with most—your ideal clients. What do they care about, what challenges are they facing, and how do they like to communicate? Picture yourself talking to one of these dream clients on a call or writing them an email. How would you speak in a way that makes them feel truly understood? Think about the words you’d naturally use to connect and reassure them, and maybe a few you’d steer clear of. This kind of reflection helps you shape a voice that not only feels authentic but also resonates with the clients who align best with your business

Step 3: Observe and Test

Take a look at brands you admire and notice how they bring their personality into their content. Experiment with different styles in your own writing, and see what feels natural. Does one style get a warmer response from your ideal clients? Whenever you’re creating content, make it a habit to pause and reflect: What felt easy and genuine, and what felt a bit forced? Reading your words out loud afterward is a great test, too—if it sounds like something you’d actually say, you’re on the right track!

Creating Your Own Brand Voice Guide

Creating a simple brand voice guide can make a huge difference, especially when you’re creating new content, outsourcing to a copywriter, or even getting help from AI. Here’s a quick way to put one together:

Start with 3-5 Words That Define Your Brand’s Personality

Take a few of the words from your brainstorming in step 1, and choose those that best capture the tone you want in every piece of content—maybe “friendly,” “honest,” or “professional.” These words will help keep your voice consistent, no matter what you’re writing.

Note Specific Language or Phrases You Use (and Avoid)

List any words or phrases you find yourself using naturally, like preferring “clients” over “customers” or starting with “Hey there!” instead of “Hello.” Include any words that don’t fit your brand’s vibe, so you avoid slipping into language that feels off-brand.

Add a Few Short Examples of Your Brand Voice

Pull together a couple of sample sentences or phrases that capture your brand’s voice. These quick references can be a lifesaver, helping you or anyone else creating content for you stay aligned with your voice.

Remember, your brand voice guide doesn’t have to be long or complicated—just a page or two that you can check back with (or pass on) whenever you need. With this guide in hand, you’ll find it easier to create content that sounds like you every time.

Final Thoughts

Finding the right brand voice takes practice, and it’s completely normal for it to evolve as you grow. The important thing is to keep a few notes or guidelines on hand to help you stay consistent, especially as you get more comfortable bringing your voice into everything you write. Over time, you’ll find your unique style flows more naturally, connecting with clients in a way that feels true to you and your brand. So keep experimenting, keep refining, and enjoy the process!

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