How to not be the “millennial grey” of brand voice
Photo by Prydumano Design on Unsplash
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I find there are two common states of mind around brand voice when I talk to business owners.
Which one feels more like you?
The Wing It Writer
Your voice kind of “just happens.” Maybe you haven’t thought too deeply about it, but when you read your content back, you’re like, “Yeah, that’s me.” It doesn’t feel too forced. It’s generally similar to how you talk, or how your team talks. You just write, and it works (or at least you think it does….now you’re second-guessing a bit).
The Identity Crisis
Your written content feels like a stranger. When you’re on a call or making video/audio content, all is well—but when you start to write, it’s like a window slams shut. You’re not sure how your voice “should” sound, or you feel like you need to maintain a certain version of professionalism. Safe, predictable. Or maybe you feel like you’re forcing yourself to sound more "fun." It’s giving…low-key mid Gen Z? No cap?
I approach those two types of clients differently. For The Wing It Writer, assuming they want to maintain their voice, my job is to analyze, define, and channel it in my work.
For The Identity Crisis, I have to help them find their voice first.
In both of these scenarios, the business owner usually struggles to describe their voice without some deep prompting. They’ll say things like “I want to sound approachable, authentic, not buttoned up or robotic, etc,” but that’s about it.
…Does anyone want to sound robotic?
All of that is super normal, though. It IS hard to describe your voice or target voice.
It’s kind of like defining your interior design style if you're not steeped in that world. You might instinctively know what you love but can’t describe why. Or maybe you overthink every throw pillow and end up surrounding yourself in a pit of millennial grey.
When you feel authentically represented in your space, though, others are drawn in too. There’s no covering up your personality with something just because it’s trending on Pinterest.
You know your style and you know how to maintain it.
Same goes for brand voice.
Whether you feel more like The Wing It Writer or The Identity Crisis, setting some voice parameters can be helpful. They’ll give you an anchor to lean on, whether you’re writing for yourself, growing your team, or bringing in a copywriter.
Alright, break out that notebook. Reflect on these prompts:
Start with your stance
Why do you do what you do, and is there something you wish your clients knew about your work or your industry? What gets you riled up—in a positive or negative way? See what comes up and let yourself ramble. If you need to loosen up first, do some jumping jacks. Take a tequila shot or pop a TimBit. Whatever works.
Look at 3-5 examples of your own work
Ask yourself: Does this sound like the voice I want to channel? Why or why not? If you’re more like The Identity Crisis, I suggest listening to recordings of yourself (calls, podcasts, video content, etc.). What about the "hard yeses" feels right? Is it the perspective, the vocabulary? The message, the rhythm, the feeling in it?
What character(s) from your favourite media remind you of your brand?
Feel free to get weird and combine characters. If you get stuck, message a biz buddy or friend and see what they say. If you think they’re way off, take note of that reaction.
For example, my brand might be…a blend of Phoebe Buffay (Friends) and Remy the rat (Ratatouille). Intuitive and passionate meet quirky and proudly awkward. Determined, creative, and allergic to corporate norms. The one behind the scenes who still enjoys a moment in the spotlight once in a while. Obsessed with food and sticking it to The Man.
Which of these statements sounds the most like your brand?
They're based on Brand Voice Academy's 9 Voice Types, which I use to help narow down my client's voices. Highlight the top one or rank you're top 3. If it prompts an explanation, even better.
I’m taking a stand against norms I don’t believe in.
I’m not the most powerful or authoritative in my industry, but that’s my strength. I’m resilient despite the challenges I’m up against.
People call me a ray of sunshine. I’m here to show my audience that things CAN get better.
I help my audience discover something about themselves for deeper, internal change.
I want my audience to know I always have their back. I share lessons from my own experiences to help them grow.
I love a good story, some banter, and keeping things casual.
I’m to the point. I’m a pro at making complicated concepts easy to understand.
I want to be seen as the ultimate authority in my industry. I tell it like it is because I know what’s up.
I'm still figuring things out, and I’m honest about that journey. I share my mistakes and learnings as they happen.
Find 5-7 overused phrases/words in your industry
Scope out some websites and social accounts to see what you notice again and again. Vow to avoid them as much as possible—then brainstorm alternatives. How would YOU say it if you weren’t allowed to say it like that?
You don’t have to tie all your responses up into a perfect voice description right now. You can if you want, but I wouldn’t sweat it.
The goal is to start spotting common threads and noticing what does and doesn’t align with your brand.
Let me know if you give any of this a go!! I also want to know if you’re more The Wing It Writer or The Identity Crisis.
If you need more hands-on brand voice support, I can help, whether we’re working on your website or not.