Your Brand Voice Isn’t Broken—It’s Just Buried

Let’s get one thing straight: Your logo isn’t the reason your brand isn’t hitting.

Yep, I said it. And I design brands for a living.

But before you spiral into a redesign or start questioning if your Instagram grid is "cohesive enough," take a breath. The real disconnect? It’s not visual. It’s vocal.

girl laying with cool photos — all the cool photos in the world won't fix your problem.

Your branding problem isn’t a logo problem. It’s a language problem.

If your brand feels flat, forgettable, or like it’s blending in with every other “clean girl aesthetic meets minimalist wellness” feed on the internet—it’s probably not because your typeface is off. It’s because your voice isn’t cutting through.

Here’s the thing no one talks about: People don’t connect with brands. They connect with voices.

The captions that feel like they were written by a human with a heartbeat.The emails that make you feel seen, not sold to. The “about” page that sounds like the founder actually wrote it… instead of a copy-paste from a brand workbook downloaded off Pinterest.

So, what does that even mean?

It means sounding like a person. A real one.

When you write something for your brand, ask yourself this: If my brand were texting a friend, what would it say?

Would it send a “just thinking about you” voice note, or drop a one-liner with a side of sass? Would it over explain or get straight to the point? Would it send memes at 2 a.m.? (That last one might be a personal problem, tbh.)

A brand voice is about more than tone. It’s your personality. Your perspective. It’s the words you use when you’re not trying too hard.

And most importantly—it’s the part of your brand that can’t be templated.

Stop trying to sound “professional.” Start sounding like you.

This is where so many brands lose their spark. They try to polish themselves into professionalism, but in the process, they erase their magic. I’ve worked with founders who are hilarious, empathetic, wildly smart… and then I read their homepage and it sounds like a corporate chatbot.

Your audience isn’t looking for perfect. They’re looking for something they can feel.

So how do you build a brand that actually connects?

Here’s what I tell every client:

1. Define your voice like you’d define a friend. Ask: If your brand was a person, how would they talk? What would they care about? What would they never say? Get clear on that before you start creating anything else.

2. Choose clarity over cleverness. Write like a real human. If you wouldn’t say it out loud, don’t write it in your captions. The goal isn’t to sound smart. It’s to sound like you.

3. Speak to one person, not everyone. You don’t need to “appeal to your whole audience.” You just need to land with the right person. Picture your dream client reading your content. What do they need to hear from you today?

4. Share more than the highlight reel. The internet’s full of polished perfection. What’s missing is truth. Share the behind-the-scenes, the things that didn’t work, the things you’re still figuring out. That’s where connection lives.

5. Be wildly consistent. Voice isn’t a “nice-to-have.” It’s your brand’s backbone. Use it everywhere—on your website, in your emails, on your packaging, in your DMs. That consistency is what builds trust (and makes your brand unforgettable).

Your brand isn’t too quiet. It’s just trying to sound like everyone else. You don’t need a new logo. You need to sound like a real person. So take the pressure off your palette. Your brand identity matters, but so does your brand voice? That’s what makes people stay.

Need help uncovering what your brand actually sounds like? Let’s build something that feels like you.