Common Brand Voice Mistakes (and How to Fix Them)
Let’s talk about brand voice. This is the personality behind the words your brand uses to speak to the world.
Whether you’re writing a caption, an email, or a landing page, your brand voice is the tone, language, and rhythm that helps your audience recognize you. It’s not just about sounding good, it’s about sounding like you.
But here’s the catch: when you’re doing all the things, keeping your voice consistent can feel like a moving target. And when your voice is off, your message doesn’t quite land.
Let’s walk through a few of the most common brand voice mistakes I see (no shame, we’ve all been there), and more importantly, how to fix them.
Mistake #1: Trying to Sound “Professional” Instead of Human
The vibe: You write to impress… but end up sounding stiff, vague, or like everyone else.
Why it happens: We’ve been conditioned to think professional = polished and distant. But in reality, people crave connection, not perfection.
How to fix it:
Write how you speak. Imagine talking to your dream client over coffee. What would you actually say? Use contractions. Simplify your sentences. And don’t be afraid to let your personality show.
Example:
Instead of: “Our brand offers comprehensive solutions to elevate your marketing presence.”
Try: “I help you show up online with clarity and confidence, without the overwhelm.”
Mistake #2: Inconsistency Across Platforms
The vibe: Your website sounds grounded and warm. Your Instagram captions are playful and quirky. Your emails feel… completely different.
Why it happens: You’re adapting to different platforms without a clear tone of voice to anchor you. Totally normal, but confusing for your audience.
How to fix it:
Create a simple voice guide. Note down 3-5 brand voice traits (like: calm, thoughtful, conversational), a list of words or phrases you do use, and ones you don’t. Reference this before you write, and your tone will feel more aligned, wherever you show up.
Mistake #3: Talking At People Instead of To Them
The vibe: Your copy is clear and informative, but it doesn’t feel engaging or spark a response.
Why it happens: You’re focused on delivering information but forget that you’re speaking to a real human with needs, feelings, and goals.
How to fix it:
Make it a conversation. Ask a question. Reflect a common challenge. Use words like you and we. The more your reader feels seen, the more they’ll want to keep listening.
Example:
Instead of: “We offer a range of services for small businesses.”
Try: “Running a small business is no joke. If you’ve been craving clarity around your brand or marketing, I’m here to help.”
Mistake #4: Using Fluff Instead of Clarity
The vibe: Lots of nice-sounding words, but people still don’t know what you do.
Why it happens: It’s easy to get swept up in aesthetics and vibes (guilty 🙋♀️), but without clarity, your message won’t stick.
How to fix it:
Be specific. Trade buzzwords for benefits. Say what you do, who it’s for, and why it matters in plain language. Your brand voice can still be beautiful and clear.
The Bottom Line
You don’t need a huge team or a background in copywriting to show up with a strong brand voice. You just need:
A clear sense of who you are and who you’re speaking to
A few intentional voice guardrails
A willingness to sound more like you
Because when your voice is aligned, consistent, and authentic? You don’t just attract attention, you build real connection.
Need support refining your brand voice or getting your messaging to land with more ease? That’s where I come in. Let’s build a voice that feels like home, so you can show up confidently, clearly, and consistently.
→ Book a complimentary 30 minute discovery call to get started.
Warmly,
Lara Gould, Founder