Mastering your voice

During this advanced language workshop, we explored the differences and similarities between personal and brand voice. And how to become a master of both.

We did it through theory, discussion, and plenty of writing practice.

Embracing your voice

Voice is how you express yourself.

Where artists express themselves through painting, and photographers through photographs, writers do it through the voice in their writing.

But where does that voice come from?

Think of terroir, the environment that gives grapes and wine their unique flavour.

Grapes feed on nutrients in soil, sun, air, water, as you feed on the stuff of life – what you read, who you speak to, people you love and lose, great days, bad days, places you visit, culture you reach for. It all influences your voice. Voice also takes practice and time.

So, like the finest wine grapes on earth, the voice of great writers is no accident. It’s the result of a lifetime of nutrients. You are a grape.

But there’s a little more to it. Yes, your voice springs from who you are. But it is guided by how you want to be thought of. And, if you are say a journalist or novelist, it is informed by where you fit in the market, among other writers.

Embrace your voice and you can influence how people think of you. And you can adapt it so you stand out as being unique. In this way, your voice gives you control.

Readers grow relationships with writers thanks to their voice. Your unique voice promises your reader an experience eg that you are going on a journey of self-discovery together where you will be a warm, determined yet vulnerable travel companion.

When the experience is true to the voice, loyalty grows. Influence. Control. Relationship. Promise. Experience. Loyalty. Growth. It’s clear why brands value voice so much.

Capturing brand voice

First, why bother with brand voice when business is turning to AI?

Google’s Gemini tells us “without brand voice, businesses risk completely fading into a sea of homogenized, generic AI interactions”. Ouch.

But shouldn’t AI do it anyway?

According to Gemini, no, because “AI struggles with true emotional nuance, unique human lived experiences, and capturing the deeply authentic, rule-breaking spark that defines iconic brands”.

In summary, humans capture brand voice best. Hoorah!

But Gemini does point out a few important things. Strong brand voice:

• Communicates a distinct identity
• Stands out among homogenised blah
• Speaks to lived human experience
• Contains emotional nuance
• Has rule-breaking spark

See The Economist. Witty and confident, their words challenge reader assumptions. Headspace. Approachable and reliable, their words encourage calmer minds. And Help Remedies. Clear yet quirky, their words reduce sick people’s anxiety.

Look carefully and you’ll notice these three brands who nail voice each have something in common. Great brand voice focuses on audience.

Similar to personal voice, brand voice is born of brand personality (in personal voice we said Who you are), brand perception (personal voice: How you want to be thought of) and brand positioning (personal voice: Where you fit).

But here’s the crucial difference. Unlike when you write for yourself, when you write for a brand your audience should be the focus of every message. Your voice must connect.

In personal writing, you might think of a reader, but not every time. In brand, always.

In summary

Voice is a superpower, with personal and brand voice two sides of the same coin. Master them both to take control and gain the competitive advantage.

Do that and you’ll present great work with total confidence – and win with words.

Finally, if you ever lose faith in yourself, channel the brilliant poet Sylvia Plath:

“I write only because there is a voice within me that will not be still.”

Need some help finding and embracing your own voice, or capturing your clients'? Give us a shout. Or a whisper. Totally up to you. We're here any time you need.