Create Your Brand Voice: A Simple Guide for Small Business Owners

Because your business already has a personality — now it just needs a voice

If you’re a small business owner, solopreneur, or nonprofit, chances are you wear a lot of hats — and “marketing team” might be one of them. But what happens when you sit down to write a social post or update your website and feel stuck?

That’s where having a clear brand voice comes in.

What is a brand voice, and why does it matter?

Your brand voice is how your business sounds — the tone, language, and personality behind everything you write. When it’s consistent, your messaging feels more human, more trustworthy, and easier for your audience to connect with.

A strong brand voice can:

• Make your marketing feel more natural and less forced
• Build trust with your customers or community
• Save you time every time you sit down to write

The best part? You don’t need a whole marketing team to define your brand voice—just a few thoughtful steps.

Step 1: How do you want your business to sound?

Start by imagining your business as a person. What kind of vibe does it give off?

Try this:

• Write down 3–5 adjectives that describe your ideal brand tone (e.g., friendly, confident, approachable, witty).
• Think about how you don’t want to sound (e.g., stiff, salesy, robotic).

This step helps set the tone for everything else you create.

Step 2: Who am I really talking to?

Your brand voice should feel like a natural conversation — not a broadcast. And the tone you use depends a lot on who’s on the other end.

Think about your actual customers and ask yourself:

• Who walks through my door, books with me, or reaches out online? Are they young professionals? Parents? Retirees? First-time buyers?
• What do my customers usually need help with — and how do they want to feel after working with me?
• Are they looking for guidance, reassurance, expertise, creativity, or something else entirely?
• Do they want quick answers, detailed information, or friendly conversation?
• Are they the kind of people who expect professionalism and polish, or would they rather feel like they’re talking to a friend or a neighbor?

The more clearly you can picture your audience, the easier it is to choose a voice that resonates with them.

Step 3: Where will your brand voice show up?

Most people don’t realize just how many places their brand voice appears. Once you define it, you can apply it consistently across:

• Your website: homepage, about page, and service descriptions
• Social media: captions, comments, and DMs
• Email newsletters and one-on-one client communication
• Text reminders or appointment follow-ups
• Google Business Profile and online reviews
• Print materials like flyers or brochures
• Proposals, contracts, and onboarding docs
• Networking and community introductions

Your voice shows up everywhere — which is why having a guide makes life easier.

Step 4: Create a simple “Do and Don’t” list

Here’s where things get practical. Make a quick cheat sheet that outlines how your brand should and shouldn’t sound.

Do:

• Write like you talk
• Be clear and conversational
• Ask questions to create engagement
• Use contractions (you’re, it’s, we’ll)

Don’t:

• Use corporate jargon
• Sound overly formal or robotic
• Try too hard to be clever

This little list makes content creation a lot faster.

Step 5: Write your brand voice guide

Now, put it all together on a single page. Your guide should include:

• A short description of your brand’s personality
• 3–5 key voice traits
• A few real examples (how you introduce yourself, respond to a review, or sign off an email)

This guide becomes your go-to whenever you create content — and a valuable resource if you need help with your marketing later on.

Step 6: Revisit your voice as your business grows

Your brand voice can evolve — and that’s okay. Check in every few months and make updates as your audience, services, or goals change.

You can define your voice — but you don’t have to do it alone

This process is simple but not always easy. If you’re feeling overwhelmed, that’s totally normal.

I work with local small businesses, solopreneurs, and nonprofits to create brand voice guides that reflect who they really are — so their marketing feels more authentic.

If that sounds helpful, I’m always happy to chat. No pressure, just real talk. Let’s chat.