Let's get real about brand voice: most small business owners think they need to invent some fake corporate personality that sounds nothing like them. That's complete garbage. Your brand voice should amplify who you already are, not mask it with generic business-speak.
Your authentic voice is already there—you just need to identify and systematize it. Think about how you naturally explain your services to a friend or how you text your best clients. That conversational, helpful tone? That's your brand voice foundation. The goal is to capture that authenticity and make it consistent across all your marketing.
Start by analyzing content you've already written that feels authentically you. Copy and paste about 150 words of your best writing—whether it's emails to clients, social media posts that got great responses, or website copy you're proud of—into Enji's free Brand Voice Generator (or the premium paid one if you have an account). The AI analyzes your writing patterns and identifies your natural voice characteristics.
Define 3-5 key adjectives that describe how you want your ideal customers to feel when they interact with your brand. Do you want to sound encouraging and practical? Bold and straightforward? Warm and knowledgeable? These adjectives become your voice guidelines that inform every piece of content you create.
Brand voice is consistent, but tone can flex based on context. Your core voice stays the same whether you're on Instagram or LinkedIn, but your tone might be more casual on Instagram Stories and more professional in LinkedIn articles. Same personality, different situational awareness.
Focus on how your voice makes your ideal customers feel, not how clever you sound. If your ideal customers are overwhelmed small business owners, a voice that feels calm, encouraging, and knowledgeable will resonate better than one that's trying to be witty or overly casual.
