In your service-based business, your brand voice is more than just words – it’s the bridge between how you present yourself (before the sale) and how you interact with clients, patients, or guests in person (around or after the sale). The closer these two align, the more trust and loyalty you’ll build. In this guide, we’ll explore why brand voice matters and how to refine yours for deeper connections and greater success.
Why Brand Voice Matters
Your brand voice – what you say and how you say it – sets the tone for your entire business. It communicates your values, personality, and approach before someone even walks through your door or books your services. A mismatch between your online presence (e.g. website, email, Instagram, TikTok) and real-life interactions can cause confusion or mistrust. For example, if your about page feels overly formal but your team is warm and casual in person, potential clients may hesitate to come any closer.
Minimizing this gap ensures you attract clients who feel connected to your approach, leading to more meaningful relationships and better outcomes.
(Here’s an about page I wrote in a casual, approachable brand voice.)
Subculture Shapes Your Brand Voice
Your brand voice isn’t just about tone; it’s deeply influenced by (1) your subculture and (2) the subcultures represented within your target audience. When tuning into your brand voice, consider these elements of human subculture:
Geography Affects Brand Voice
Which local phrases or customs might resonate with your audience?
Language Affects Brand Voice
Are you speaking formally, casually, or bilingually?
Socioeconomic Status Affects Brand Voice
Do your tone and the way you present your offers align with the lifestyles of your audience?
Family Structure Affects Brand Voice
Are your clients / patients singles, parents, or multigenerational families?
Food and Art Affects Brand Voice
Do you take the time to reference shared cultural experiences to add relatability and warmth?
The more you acknowledge these influences, the more authentic your voice will feel to your audience.
Where Your Brand Voice Shows Up
Your brand voice touches every part of your marketing, including:
Traditional Marketing
- Business cards
- Street / market signs
- Brochures
- Flyers
Digital Marketing
- Website (e.g. the tone of your homepage heading)
- Social media (e.g. the personality in your Instagram captions)
- Emails (e.g. engaging subject lines that invite readers to open)
- Blog Posts (e.g. storytelling that aligns with your values)
- Forms (e.g. warm, inviting language in intake forms or service descriptions)
Consistency across these platforms ensures a cohesive experience, regardless of how someone first encounters your business.
How to Practice a More Organic Brand Voice
Developing an authentic brand voice takes practice. Here are some simple ways to get started:
Reflect on Your Natural Speech
Think about how you speak to loved ones when your guard is down. This voice often sounds and feels approachable and relatable.
Journal with Intention
Use journaling to capture updates in your clients’ or patients’ lives. As you reflect on their stories, think about the questions, conversations, and specific language surrounding those events.
Leverage ChatGPT
Artificial intelligence (AI) tools like ChatGPT can help you save time while honing your brand voice. You can ask ChatGPT to revise a caption to make it more playful, casual, or concise.
Example ChatGPT Prompt:
“Rewrite this email with shorter sentences and simpler language that would resonate with a millennial woman who grew up in coastal San Diego.”
Make sure you use AI without getting lazy. The goal is to make your marketing sound more like a person and less like a script.
Your Mindset Shapes Your Voice
If you feel hesitant to use your authentic voice because you fear it won’t seem “professional,” you may need to reevaluate your mindset around professionalism. In 2025 and beyond, professionalism is no longer confined to stiff, suit-and-tie personas.
Being a professional service provider means:
- Communicating clearly
- Building trust
- Showing your personality
Your unique story, style, and voice can coexist with a strong reputation and growing revenue. In fact, these elements often make you more memorable and appealing to your target audience.
What We Covered
Your brand voice is your business’s personality, and it deserves attention. By aligning it with your real-life interactions, highlighting subculture, and practicing authenticity, you’ll build stronger connections, attract the right clients, and take your service-based business wherever you desire!
Further Learning on KatQuintana.com: Wondering where to apply your authentic brand voice? Follow the Sustainable Content Marketing Map.
