Brand Voice Development: How to Find the Tone That Fits Your Business

You ever read a brand’s website and feel… nothing?

It’s not that the design is bad or the offering is unclear—it’s just that the way they talk could belong to anyone. “Solutions-oriented.” “Full-service.” “Trusted partner.” It's the beige cardigan of brand language.

At Build, we see this all the time. Companies spend time and money developing their brand, but when it’s time to communicate, they fall back on generic messaging. That’s not a brand voice. That’s autopilot.

Brand voice development is about something deeper: finding a tone that feels like you—and communicates your value in a way that actually sticks.

What Is Brand Voice, Really?

Let’s make some distinctions:

• Brand core = who you are at your essence
• Brand message = what you say to your audience (especially about the value you offer)
• Brand voice = how you say it

Voice is the emotional layer of your communication. It's the tone, the posture, the feel. And most importantly, it should be rooted in who you are—not in what’s trendy.

The Problem With “Professional but Playful”

We often hear companies say they want to sound “professional but playful.” And sure, that sounds nice. But what does it mean for you?

Here’s our take: don’t pick a tone because it’s popular. Pick one that reflects your actual DNA.

If your team values reliability and efficiency, your voice might be clear, direct, and confident. If your magic is in how you relate to customers, your tone might lean friendly, conversational, and empathetic.

One of the most helpful starting points is to ask:

• What value do we actually provide?
• How do we do that differently than others in our space?

From there, tone becomes an extension of truth—not a performance.

Real Example: From “Aspirational” to “Gets It Done”

One of our real estate clients (we’ll leave the name out) originally came to us with language that felt aspirational and soft—something about being “the perfect match.”

But it didn’t fit. They weren’t trying to woo their customers with charm. They were boots-on-the-ground problem solvers. Quietly confident. Deeply experienced. No fluff.

After a few sessions, we developed a new message and tone that reflected their true identity: thoughtful, practical, and proven. Their team said no one had ever captured who they were like that before.

They didn’t change who they were. They unlocked it. That’s the power of voice.

How We Help Clients Find Their Brand Voice

When we develop a Brand ToolKit at Build, we don’t just hand over abstract descriptions like “witty but warm.” Instead, we:

• Start by understanding who you are and how you deliver value
• Translate that identity into clear tone and style guides
• Provide practical tools like a Core Language Library, Writing Tips, and Sample Copy
• Equip your team to actually use the voice through training and templates

The goal? Empower small teams to communicate clearly and consistently without second-guessing every sentence.

Mistakes to Avoid When Defining Your Voice

Here are a few common pitfalls we help teams dodge:

• Choosing tone from a dropdown menu: “We’re innovative!” Cool. So is every startup. Be specific.
• Trying to sound like someone else: Just because Tushy is irreverent doesn’t mean your accounting firm should be.
• Over-correcting for professionalism: Clarity doesn’t mean cold. Friendly doesn’t mean casual. You can be human and competent.

Start With Who You Are

Brand voice development isn’t about reinventing your personality. It’s about translating your real strengths into language that resonates.

You don’t have to be loud to be heard. You just have to be clear, consistent, and true to yourself.

Want Help Finding Your Voice?

We turn branding into operating systems—including the language your team actually uses every day. If your messaging feels generic, let’s talk.

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