Case Study:Open Blue Cobia
Fresh Leads Caught Daily for Open Blue Cobia Overview Open Blue is a global leader in..
Imagine walking into a room, introducing yourself, and then sounding completely different five minutes later. Or perhaps your introduction is so bland that people forget you the moment you stop speaking. This is what happens when your brand voice is broken.
In 2025, a weak, inconsistent, or uninspired brand voice is a silent killer. If your messaging feels stale, generic, or like everyone else’s, your audience isn’t just tuning out; they’re probably bouncing to a brand that speaks to them. Fixing your brand voice isn’t just about sounding better; it’s about connecting, building trust, and, ultimately, driving business.
The Symptoms of a Broken Brand Voice
How do you know if your brand voice is ailing? Look for these common symptoms:
- Inconsistency Across Channels:Does your social media sound playful while your website is overly corporate?
- Generic or Bland Messaging:Do your communications sound like they could come from any company in your industry?
- Lack of Connection:Do your messages fail to evoke emotion or truly resonate with your target audience?
- Difficulty Standing Out:Are you struggling to differentiate from competitors, even with great products or services?
- Internal Confusion:Do different team members write about the brand in vastly different ways?
If any of these sound familiar, it’s time for an intervention for your brand voice.
Diagnosing and rebuilding a broken brand voice can be a complex undertaking, requiring a deep understanding of strategy, creative writing, and audience psychology.
Step 1: Define Your Brand’s Personality (Beyond “Professional”)
This is where many go wrong. “Professional” is a baseline, not a personality. Think of your brand as a person. If your brand were a person, would they be:
- Wise and informative(e.g., a reputable financial advisor)?
- Witty and playful(e.g., a trendy snack brand)?
- Empathetic and supportive(e.g., a healthcare provider)?
- Bold and disruptive(e.g., an innovative tech startup)?
Use adjectives to describe your ideal brand personality. Go beyond the obvious. Consider what your audience values and how you want them to feel when they interact with your brand.
Step 2: Understand Your Audience’s Language
You can have the most compelling brand voice in the world, but if it doesn’t resonate with your audience, it’s wasted.
Conduct audience research. What language do they use? What are their pain points, aspirations, and communication styles? Are they formal or casual? Do they prefer directness or a softer approach? Your voice should speak to them, not at them.
This is where insights from your digital marketing efforts can be invaluable.
Step 3: Create Brand Voice Guidelines
Once you’ve defined your personality and understood your audience, formalize it.
Create a document that outlines:
- Core Values:What principles drive your brand?
- Target Audience Personas:Who are you talking to?
- Key Adjectives:The three to five words that define your voice (e.g., authoritative, approachable, innovative).
- Tone Examples:How to apply the voice in different scenarios (e.g., cheerful for social media, empathetic for customer service, concise for ads).
- Words to Use/Avoid:Specific jargon, slang, or terms that align or clash with your voice.
Share these guidelines with everyone who creates content for your brand.
Step 4: Audit and Rebuild Your Content
With your guidelines in hand, it’s time for an audit. Go through your existing content and identify areas that don’t align with your new brand voice.
Rewrite headlines and calls to action to reflect the desired tone. Revise product descriptions to tell a story, not just list features. Update “About Us” pages to truly convey your brand’s personality and values.
This is an ongoing process. Your brand voice should evolve with your business, but the core essence should remain consistent.
Recommended Read: Brand Identity vs. Brand Personality: How Are They Related and Why Do They Both Matter?
Let Us Help You Find Your Authentic Voice
At OAK Interactive, we specialize in helping brands uncover, define, and consistently apply their unique voice across all digital channels. We don’t just fix symptoms; we get to the root of the problem, ensuring your messaging resonates, stands out, and ultimately drives engagement and conversions. Our team also specializes in local SEO, social media advertising, Google Business Profile optimization, and more.
Let us guide you in crafting a voice that truly connects with your audience and elevates your brand in the competitive market of 2025. Contact us today.
