Voice is the New Logo: Why Your Brand’s Tone Matters More Than Ever
▼ Summary
– Content voice is the use of jargon and complex language in brand communications, which can make messages unclear and impersonal.
– Using a clear, simple, and human-sounding voice improves understanding for both internal and external stakeholders.
– Developing a strong brand voice involves listening deeply, defining niche terms when necessary, and advocating for audience clarity.
– Data can support the effectiveness of a straightforward voice, often leading to better engagement and conversion metrics.
– Brands like Mailchimp, The Hustle, and Canva exemplify successful use of accessible, jargon-free communication.
Voice has become the new logo in today’s crowded digital marketplace, where authenticity and clarity set brands apart from the competition. A memorable brand voice isn’t just a nice-to-have, it’s essential for connecting with audiences on a human level.
I remember preparing a detailed marketing presentation for a senior leader, filled with phrases like “unified editorial calendar” and “integrated campaigns.” It sounded polished in theory, but the executive cut straight through the fluff: “So, it’s a blog series we promote?” That moment was a wake-up call. I wasn’t just using corporate jargon in meetings, I was letting it seep into everything the brand produced.
That overly formal, buzzword-heavy style is what I now call “content voice.” It’s the kind of language that makes customers scroll past your content because it feels impersonal, confusing, or just plain salesy. Instead of saying “utilize,” just say “use.” Instead of burying your message in paragraphs of vague claims, say what you mean clearly and concisely.
People respond to brands that sound human. Whether you’re in B2B or B2C, your audience wants to feel like they’re talking to a real person, not a robot reciting a script. Ditch the jargon and explain your ideas as you would to a friend over coffee. It might feel uncomfortable at first, especially in industries laden with technical terms, but your customers will appreciate the clarity.
Your brand voice should be as recognizable as your logo. It should carry through every piece of communication, social media, blogs, newsletters, and beyond. When done well, people should be able to identify your brand just by the tone and style of your words.
Here are five practical ways to build a strong, cohesive brand voice:
- Listen more than you speak. Early in my career, I thought sounding smart was the goal, even if I didn’t fully grasp the topic. But clarity comes from understanding. Ask questions, dig deeper, and only communicate what you truly comprehend.
- Define niche terms when you must use them. Not every industry term can be avoided, and that’s okay. Just don’t assume your audience already knows what you’re talking about. Explain specialized language plainly and repeat those explanations across different pieces of content.
- Advocate for your audience. You’ll likely face pushback from colleagues who prefer corporate-speak. Stand your ground. Explain that clear language isn’t “dumbing down”, it’s opening up. This is especially important for global audiences where English may not be the first language.
- Use data to make your case. Test clear messaging against jargon-filled alternatives. You’ll often find that simplicity leads to better engagement, longer time on page, and higher conversion rates. Let the numbers do the talking.
- Lead by example. If you’re in a leadership role, model the voice you want others to use. Praise team members who write clearly, and gently edit content to be more accessible. Culture starts at the top.Some brands already excel at this. Mailchimp balances professionalism with approachability, offering practical advice without overwhelming readers. The Hustle delivers business news with a conversational, no-nonsense tone that stands out in crowded inboxes. Canva keeps its messaging fun and straightforward, letting its product, not pompous language, take center stage.In the end, sounding human beats sounding impressive every time. Ditch the content voice. Speak clearly, simply, and like yourself. Your audience will listen.
(Source: Hubspot)
