Written by Katya Firyan, co-founder of Writitude
So, you have published your website. Started your social media efforts on LinkedIn. Maybe even published a few YouTube videos.
And you still insist that “brand voice is not for you.” Well, (surprise-surprise) — YOU ALREADY HAVE IT. You already have it.
Having completed hundreds of content audits, I know this for sure. If you wrote at least one line about your product, your tone of voice — your personality in text — has already revealed itself.
And the more you write, the more you pile up unconscious brand voice and style statements. And the more writers you involve, the more they add to the chaos of the Dutch concert.
Let’s see:
- Why having a brand voice is not a choice—it’s inevitable
- Why defining brand voice into guidelines is not an option
- How to start comprehending consistency in tone of voice
- How to define tone of voice guidelines and automate compliance
When You Think “Brand Voice Is Not For Me”, Think Twice
Picture a bustling market, where every vendor's shout is a distinct note in the chaos.
If you started communicating with your audience, your brand voice is already part of this lively scene. Whether you've intentionally shaped it or not.
On top of that, if you, as a writer, are even a little bit like me, you probably get heavily influenced (or let’s call it “inspired,” too) by other texts.
It might be a book you’re reading right now (I, for one, cannot stop obsessing over Nabokov and his perfectly calibrated sentences) or a podcaster you’re binge-listening to.
We fall in love with certain words. We overuse them without even noticing.
Your own writing style and tone are more fluid than you might imagine. There’s nothing wrong with that—it’s part of being human. But it doesn’t work well for brands. When it comes to corporate communications, having an “unconscious,” undocumented brand voice threatens consistency.
Just make your peace with it — the tone of voice of your brand is already there, shaping perceptions. Or sometimes twisting them unexpectedly.
Now, the only question is: would you rather be in control or not?
There’s No Consistency Without Automated Guidelines
When your audience interacts with your brand, they should recognize it instantly—not just by how it looks, but by how it "sounds."
Inconsistent messaging is more than a minor slip-up. It can confuse your audience, erode trust, and dilute your brand’s identity.
One specific example comes to mind:
A retail bank that speaks to you as if you’re the most special and important person in the world when they want you as a customer.
Only to turn into a passive-aggressive (or simply aggressive) and distant institution when you’re late on a car payment.
Mixed signals — like a playful tone in one instance and a bueracratic and cold tone in another — create friction and make it harder to build strong customer relationships.
Why Does Inconsistency Happen? It often boils down to unclear guidelines or a failure to enforce them.
When different teams or departments contribute to brand communication without a unified playbook, it’s easy for variations in tone, style, and messaging to creep in.
For instance, your social media team might use a lighthearted tone, while legal emails go full-on formal.
Without clear and accessible guidelines — or tools to keep everyone aligned — small inconsistencies can snowball into a fragmented brand image.
Whether you’re authoritative, playful, or compassionate, that tone should shine through in everything — emails, tweets, customer service replies, and more.
Being Consistent in Achieving Consistency
Brand guidelines — especially your voice and style guide — are the foundation of consistency.
But here’s the kicker: while 85% of organizations have brand guidelines, only 31% use them consistently, according to Lucidpress’s 2021 State of Brand Consistency report. And only fraction of those have a detailed section on brand voice.
That gap? It’s where problems like off-brand content sneak in.
Off-brand content doesn’t just look sloppy — it disrupts the customer experience and undermines your values.
Every inconsistent message chips away at the cohesive story you’re trying to tell.
As we were writing before, we invite you to think of brand consistency on two levels:
--> Big C Consistency: This is the big-picture stuff. It’s about defining your brand’s tone of voice — its core “character traits,” like warmth or confidence — and sticking to it everywhere. Tools like Writitude make it easier to automate and maintain this overarching consistency.
--> Small C Consistency: This focuses on the nitty-gritty — language precision that reinforces professionalism and polish. It’s the little things, like consistent use of specific words, punctuation, grammar, or capitalization, that collectively create a seamless communication experience.
Even if you’re just starting out and haven’t nailed down your tone of voice, small C consistency matters.
It ensures your brand’s communication feels deliberate and thoughtful, even as you define its personality.
Automating Brand Voice Compliance With Your Writing Guidelines
So, if you choose one thing to do this year for your brand go for automating your writing guidelines.
Do your brand (and your entire comms team) a favor and put all your specific requirements into automated guidelines, gently enforcing adherence to the rules that matter most for your brand.
If you’re not sure what type of tone of voice your company has or how to define it with rules, don’t worry.
Tools like Writitude offer different features to help you figure it out and get it done.
Whether you opt for Tone Matcher, Tone Wizard or simply start adding rules to a guide one by one, remember — you can start small. Build on it over time as you gain a deeper understanding of your brand voice.
And if not — you can always reach out to us via [email protected].
Consistent automated brand guidelines aren’t just a “nice-to-have.” They’re a tool for creating memorable experiences, building loyalty, and crafting a powerful, lasting brand image.
And really, isn’t that what every brand strives for?
