Writing Product Descriptions That Fit Brand Voice

How to Nail Your Brand Voice in Copywriting Ever read a brand’s content and thought… Wow, this sounds just like every other company out there? guess what? That’s a brand voice problem. Your brand voice isn’t just about what you say, it’s about how you say it. It’s the difference between blending in and standing out. So, how do you make sure your brand’s voice is unmistakably you? 1. Define Your Brand’s Personality If your brand were a person, how would they talk? Are they bold and authoritative (like Nike)? Witty and fun (like Wendy’s Twitter account)? Warm and friendly (like Airbnb)? Choose 3-5 personality traits that reflect how your brand should feel to your audience. 2. Speak Your Audience’s Language If you’re talking to CEOs, your voice should sound different than if you’re speaking to Gen Z freelancers. People connect with brands that sound like them, not those that sound like they hired a corporate jargon generator. 3. Set the Right Tone for the Right Moment Even the best brand voices adapt based on the situation. Your tone should shift depending on the context: Email confirmation? ✅ Keep it short and helpful. Crisis communication? ⚠️ Be transparent and reassuring. New product launch? 🚀 Get people excited! Think of it like music, your voice is the genre, but the song changes depending on the mood. 4. Create a “Do’s and Don’ts” List for Your Brand Voice Brand voice guides don’t have to be boring! Keep it simple: ✅ DO: Use short, punchy sentences. ❌ DON’T: Sound robotic or overly formal. ✅ DO: Inject personality and real talk. ❌ DON’T: Overcomplicate things with jargon. This helps anyone on your team write like your brand, not just your best copywriters. 5. Test, Tweak, and Own It The best way to refine your brand voice? Use it. Try different styles, see what resonates, and own what makes you unique. #BrandVoice #Copywriting

Listen up, writing content in a brand's voice can take time to figure out. But there's a shortcut that makes it a little easier. Step 1: Figure out the movie and TV characters that embody your brand. For example, if I'm a brand that wants to be a millennial's quirky bestie, I may look at characters like: -Abed and Troy from Community, a little out there but always up for helping -Phoebe from Friends, a little wild, but always supportive and kind -Darryl from Crazy Ex Girlfriend, over the top loving, but also weird Step 2: Find a few clips that do a great job showing how they talk and react to different situations. If a friend did something amazing, how do they congratulate? If someone they know needs help, what's their response? If they are making an announcement, how do they frame it? Step 3: When writing, ask yourself "would that character say this?" It makes it more natural than trying to make something out of stale brand guidelines. Speaking of which... Step 4: Once you get more comfortable with it and develop the tone, update the brand guidelines (with approval) so they feel super realistic. We've got a social media writing guide that not only includes the characters and approved reference clips, but also a list of things they do and don't write. What character would your brand be?

"Write in our brand voice" might be the most useless instruction ever given to copywriters. Especially when it comes to your Saas brand. One company had different copywriters coming in and out of the company. Each copywriter interpreted the brand voice guidelines differently. The result?  ↳ Content that felt like it came from 5 different companies. We solved this by creating a "brand voice translation matrix" with specific examples showing how their voice principles should manifest in different contexts: 1. What "empowering but not preachy" looks like in an email vs. a product description 2. How "science-backed but accessible" transforms from an Instagram caption to a blog post 3. Exact words and phrases to use and avoid in each channel This concrete translation system increased content production speed by 47% while dramatically improving consistency in their messaging. Your brand voice isn't just what you say—it's how you say it across every customer touchpoint. Have you ever came across a company with a mixed brand voice before? 👇 —---- 💡Found this helpful? Follow for more (Jasmine Pierce) ♻️ Repost to share with others in your network!