How to Find Your Brand Voice and Tone

Featured Image Blog Tone and Voice
Have you ever wondered how to master your voice and tone when writing? If you're wanting to remain consistent, relatable, and connect with others on a powerful human-to-human level, keep reading! Because we have a 3-step process to help you create a personality that shines and attracts others to you, no matter what industry you're in or who you sell to.

Establishing your voice and tone is a remarkable tool and technique because it humanizes our words and makes them feel less like a marketing message, and more like a conversation.


And when things feel like a conversation, ears perk up and people listen. 

It’s also a powerful relationship-building tool you should be leveraging in your business and brand-building efforts. Aaannnddd, it just happens to be one of the quickest and most efficient ways to write with more clarity and confidence, helping to sound consistently “you” over time.

Okay, those are the benefits. But how do you do it?! Is there really a way to master personality on paper? Or is this all fond hopes and fantasies?

Glad you asked! Because we’re here today to tell you with certainty that, yes, there is a way to establish your unique tone and voice. In fact, it’s what Chess and I use when getting to work 1:1 with our own clients — and I’m giving away the process to you right now!  

Ready for some copy gold? Here goes. 

There are really just 3 steps.

First, determine your two primary brand archetypes. It will shape your word choice.

“Archetypes are images and themes which have universal meanings across cultures which may show up in dreams, literature, art, or religion.” Carl Jung

Archetypes were first established by psychologist Carl Jung around 1947, and are ultimately about human values and deep-seated desires that are universal to all of us no matter race, creed or religion. Brands — which are managed and led by people — reflect these archetypes in society and take on these personas as a means of connecting and building relationships with consumers.

We have a little bit of all the archetypes inside us, but for business purposes, we have just two primary ones that we should focus on.

Those are what we intentionally build a brand around, and a sure-fire way to create a genuine connection with our clients and audience (instead of trying to be everyone to everybody: #Exhausting). 

The 12 Jungian archetypes are: 

  1. Hero: seeks mastery and desires courage.
  2. Sage: seeks truth and desires wisdom and understanding.
  3. Caregiver: seeks to do things for others and desires care and protection..
  4. Entertainer: seeks to have a good time and desires to live in the moment.
  5. Explorer: seeks freedom and desires to have a fulfilling life. 
  6. Girl/Guy Next Door: seeks to belong and desires equality. 
  7. Maverick: seeks to rebel and desires revolution
  8. Magician: seeks change and desires transformation
  9. Innocent: seeks happiness and desires paradise
  10. Lover: seeks relationships and desires experience
  11. Ruler: seeks control and desires power.
  12. Creator: seeks to create and desires expression.

Do you see two in that list that stick out to you like a sore thumb?

To give you some real-life brand examples: Rolex is your hero. Apple is the creator. BMW is royal. M&m is the entertainer.

What’s yours?

Secondly (two parts), what’s your backstory and what motivates you to do what you do?

The answers to these two questions will shape your entire narrative and directly impact everything you ever write.

The “why” and “how come” responses are also two key driving factors that continually inspire you to do business. So think about it: Is it freedom? Arousing change? Taking care of people? Providing hope? Instilling confidence? Growing faith? Giving wisdom? Provoking action?

These responses tie directly back into the two archetypes you embody and personify. Because how you deal with the problem or conflict in your backstory, and your unique approach to overcoming the obstacles that get in your way, will reveal much of your personality and determine the type of solutions you bring to the problem-solving table.

Third, audit your existing copy.

It will pattern how you write for the rest of the time being (unless you’re changing archetypes for strategic reasons or re-brand efforts).

Note what adjectives, adverbs, and verbs you *consistently* use when writing. There will be patterns to pick up on and observations to jot down.

What’s the “flavor” of your words and personality?

What emotions do you evoke from people?  

Some businesses will be naturally motivating and inspiring (Nike); innocent and simple (Philosophy skin care); energetic and exciting (Mountain Dew); clarifying and wise (BBC); inclusive and accepting (Walmart); loving and nurturing (Pampers); rebellious change-maker (Virgin Records); funny and entertaining (Geico); etc. 

The key here is to get to the root of knowing how you are intrinsically gifted to motivate others to act and solve their problems, and then intentionally leveraging those driving factors to help shape word-choice.  

At the end of these exercises, you’ll start to see very clearly (and quite quickly) why you problem-solve for your customers in the unique way that they do — and this is your superpower.

Why is that relevant? 

Because it ties straight into your USP (unique selling proposition) and helps to differentiate you from the sea of competition. And if you can capture and write with your USP front-of-mind, and be continually distinct and recognizable via your two archetypes, you can connect with your ideal customer avatar in a deeply memorable and meaningful way! 

The clarity from these 3 telltale questions will also give you an excellent sense of what tone to write in! 

So you literally don’t have to guess at all. 

Just weave in that awesome archetypal personality and magic into everything you write to sound real, authentic, and genuine to who you REALLY are — every time 🙂

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Nickie Kehoe

Nickie Kehoe

Nickie is founder of NickieK and co-founder of The Funnel Sisters. She helps entrepreneurs build profitable brands so that they can make a living and experience joy and freedom doing what they love to do.

Leave a Reply

Your email address will not be published. Required fields are marked *