How to Create a Unique Brand Voice for Small Businesses

Syed Balkhi
Joshua Earle/Unsplash

Creating a unique brand voice is essential for standing out in today's crowded marketplace.

Whether you're a small business owner or marketer, it's important to develop a distinct and memorable voice that will resonate with your audience. In order to do this, you need to understand the basics of branding and communication.

In this article, we'll discuss eight tips for creating a unique brand voice. We'll also consider examples of brands that have successfully implemented these techniques.

By following these tips, you can create a powerful and lasting impression with your customers.

1. Find your niche

What makes your brand unique? What can you offer that others can't?

These questions help you answer the first step to creating a unique brand voice—finding your niche.

For example, thanks to its direct-to-consumer business model and personalized service, eyeglass retailer Warby Parker has built a strong brand voice.

The company differentiates itself by offering affordable, stylish glasses and a home try-on program that allows customers to select five frames to test out for free.

Focusing on a niche can seem scary - after all, you are narrowing your potential customer base. However, by finding a niche and targeting a specific audience, you can create a more focused and effective brand voice.

This allows you to personalize your brand messages and resonate with people who will engage with you. And this can be a powerful way for small businesses to find their footing in a competitive world.

2. Develop a style guide

A style guide is an essential tool for ensuring consistency in your branding. It should include guidelines on everything from your brand's voice and tone to your logo usage and social media strategy.

Developing a style guide gives you a roadmap to follow as you create content, design marketing materials, and interact with customers. It also helps to keep your team on the same page, so everyone is working towards the same goals.

If you're not sure where to start, check out this post on how to create a style guide for your business.

3. Write compelling copy

One of the most important aspects of your brand voice is the way you communicate with your customers. Your copy should be clear, concise, and persuasive. It should also be consistent with the overall tone and style of your brand.

Some brands choose to use a more formal voice, while others opt for a more casual tone. The important thing is that you remain consistent throughout all your communications.

For example, mail-order mattress company Casper has built its brand around the idea of a good night's sleep. The company's copy is focused on helping customers find the perfect mattress for their needs.

Casper's branding copy is straightforward and informative without being too salesy. This helps to create a feeling of trust and credibility with potential customers.

If you've worked hard to define your niche, then writing great copy is easier. Also, remember to add writing guidelines to your overall brand guidelines too.

4. Identify & survey your target audience

You have understood that to have a lasting brand voice you'll need to create compelling copy.

But, do you know what sort of style or tone your target audience would want to see from a brand like yours?

The answer to this question is essential to nailing your brand voice. After all, you want your target customers to feel like you're speaking directly to them.

For example, look at ads by The Dollar Shave Club. The company's target audience is men, and the copy is written accordingly. It's focused on masculine topics like shaving, but it's also lighthearted and funny. This helps to create an engaging and memorable brand voice that appeals to its target audience.

Also, don't just get up and leave after creating a brand. You need to keep enhancing and optimizing it constantly. So, you'll have to get a steady supply of consumer feedback.

Keep doing surveys with questions like -

  • How often do you see our brand?
  • Where do you see it?
  • What associations come to your mind when you see/hear our brand?
  • What emotions do you feel when you interact with the brand?

The answers to questions like these and many more can help you refurbish and modify your branding voice.

5. Learn from the best

Now that you know how to create an original brand voice, it's time to learn from the best. There are plenty of brands out there that have become successful in establishing unique brand voices.

Of course, you don't want to copy someone else's brand voice. But, you can use these examples as inspiration for developing your own.

Know the tricks and posts that worked for them and try to implement those in your brand strategy. Also, don't forget that a little research can go a long way.

Here are some of the iconic brand voices of small and big companies -


A monthly subscription service for dogs, BarkBox has built its brand around the idea of giving dog owners everything they need to make their furry friends happy.

In 2020, Barkbox collaborated with Warner Bros. to promote their film Scoob along with BarkBox.

They ran a Facebook ad campaign promoting the film and their products through a SCOOB-themed collection for their users. Now that's some outside-the-box thinking!


Dove is one of the most well-known beauty brands in the world. The company has built its brand around the idea of natural beauty.

It's one of the first beauty product brands that acknowledge the fact that not all women are the same.

Dove embraces all types of beauty and promotes self-esteem in young girls and women. They’ve run multiple ad campaigns such as ‘Does beauty come in one shape?’ or one where women were asked to describe themselves to a forensic artist.

Such ad campaigns helped Dove to establish itself as a brand that was different from the rest and one that understood women. They made the concept of beauty seem more organic and natural.

Now make some noise with your brand voice

Having a defined brand voice is essential for any business that wants to create a lasting impression. A unique brand can make all difference in the sea of sameness.

Your brand voice should be so unique, clear, and loud enough that it can be heard over all other noise. Your brand voice is what sets you apart from the competition and helps you connect with your target audience.

Now that you know how to create a brand voice, it's time to put these tips into action and start developing your own unique voice.

Do you have any tips for creating a brand voice? Share them with us below.

Comments / 0

Published by

Syed Balkhi is on a mission to level the playing field for small businesses. 19+ million websites use his software to grow and compete with the big guys. 100+ million people read his blogs every year to grow their website traffic, sales, & conversion

West Palm Beach, FL

More from Syed Balkhi

Comments / 0