How to Create a Brand Voice That Sells


Present Your Brand 


, years of experience

Kayli Shattner

Kayli Shattner

Kayli is the Social Media + Content Queen on Team Savvy. She’s an Online Marketing + Content Strategist for creative entrepreneurs and co-founder of The Enliven Collective, an event + mentoring business that helps young women design a life that brings them joy. When she’s not helping boss babes create a life and business that fuels their soul, you can probably find her with her pup walking by the lake, digging into a new book or enjoying a cocktail with a girlfriend.

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How to Create a Brand Voice that Sells

If your words were strung across your ideal client’s computer screen, would they know they came from you if your logo wasn’t anywhere to be found? Because they should.

Your brand voice should be as identifiable as your thousand-watt smile, custom to fit your incredible personality and embody the vibe of the tribe you’re trying to attract.

*cue the internal freakout*

But stop! Breathe in, breathe out and read these 5 tried and true tips + tricks for creative entrepreneurs to help design a brand voice that sells…and to the right people!

1. Create Your Ideal Customer

And if your answer is “32 year old Mary from a city in the Midwest?” Try again.

You want to get super descriptive with this and truly build a character for your ideal customer or client.

I want to know things like:

  • How old are they?
  • What do they do for fun on a Friday night?
  • Where are they currently working?
  • Are they satisfied in their career?
  • What are the pain points in their lives that keep them up at night?
  • What’s their favorite book?
  • Do they even read?

And the list goes on. When working with clients I suggest we work together to create at least a full page report so we can go back and reference our dream guy or gal the next time we question, “Is this really what they want/would say/would do?”

2. Create Buzz Words

Creating a list of buzzwords that you want to incorporate into copy is a great way to remember phrases and such that your audience will relate back to you.

As an example, my brand with my women’s empowerment business, The Enliven Collective, is geared towards young women. I strive to keep things conversational– like they’re chatting with their girlfriend! So I incorporate language that I would use in my everyday life.

I’m a bit quirky (hah!) so common phrases include:

  • My jam.
  • And if that grinds your gears.
  • Oh my lanta.
  • Jump for joy.
  • Get my dancing pants on.

I know, like I said, quirky. 

But if it’s your mission to serve corporate America, you might choose to tone it down a bit. *hint hint*

3. Consistency is Key

Just like with most things in the marketing realm: Consistency is key.

If you write a certain way on your blog, speak that way on your Twitter, Instagram, email campaigns, etc.

I often get the question, “But shouldn’t I be adapting to each platform?”

And kudos to you for asking that! Because you truly should adapt your posts to each platform (I shudder when I hear the common, “Can’t I just push my Instagram post out to Facebook + Twitter?”), but you shouldn’t be adjusting your tone.

An example of adapting to the platform without adjusting your tone:

Facebook: “I am seriously having a dance party in my kitchen right now over the course launch of How to Increase Your Revenue! This has been my business baby for so long and to see it changing the lives of so many incredible women makes my heart sing. Thank you to all who have joined in on the profit-earning fun + to those who want to learn more, follow the link below!”

Twitter: “I’m having a dance party over here seeing so many women increase their revenue! Join in on the fun:”

You got this, girl!

4. Have Your Own AP Style Guide

In your brand voice you don’t have to stick to the rules. But you do have to stick to your rules.

You have to decide things like:

  • Will I use the Oxford comma?
  • Will I use “+” or “&”?
  • Should I use acronyms for certain phrases or just spell it out?
  • Do I curse in my copy?
  • Is it best to capitalize certain words to show their importance in my work?

And the list goes on. I suggest keeping the answers to these questions in a Word Doc so you can eventually hand it off to your team for easy-peasy follow through.

5. Think About The Little Things

As I mentioned before, consistency is key + that means remembering to infuse your brand voice into little things like pop-up boxes and author bios is key.

I like to keep a running list for clients of all of the places they should have copy placed in case we ever need to go back + edit or change-up anything. A simple Google Doc will do the trick!

That’s all it takes to create a brand voice that sells to your unique audience. 

JOIN THE SAVVY COMMUNITY HERE to learn more about creating a brand and have the support from other business owners who are building a successful business AND a fulfilling life! Monthly trainings, downloadable worksheets, masterminds and monthly LIVE group coaching with Heather!

Tell me, do you struggle with brand voice? How can I help create a profitable one for you?

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  1. Lauren @ten23designs on 11/22/2017 at 6:19 am

    I love these tips. I do not feel I am consistent at all although I am always genuine and transparent. I think setting up some kind of “guide” to try to stick with could help.

    • Rae Targos on 11/22/2017 at 11:49 am

      We’re so glad you like these tips, Lauren. Yes, a guide will massively help you!!!

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