How to Find Your Brand Voice (and Stop Overthinking Your Marketing)

Everyone has an opinion on how you should show up online — what to say, how often to post, which trend to chase next. If you’ve been trying to find your brand voice in the middle of all that noise, you’re not alone. It’s a lot. And when the noise gets loud, your voice can start to sound like everyone else’s.

The truth? Clarity and authenticity cut through the noise. Not another trick. Not another template. Your voice.

Losing (and Reclaiming) My Voice

When I left the corporate world, I thought finding my voice would be easy. After all, I’d been writing for years. However, once I started creating for myself, every caption felt like a test. I over-edited, overanalyzed, and second-guessed myself into silence. (Hello, paralysis analysis.)

Looking back, I think it stemmed from insecurity — imposter syndrome and not feeling “good enough.” That quiet voice kept asking, Who am I to say this?

Eventually, what changed wasn’t a “perfect formula.” It was permission.
Instead of trying to sound like a brand version of me, I started sounding like… me: quiet, girl-next-door, human. As soon as I showed my face more and wrote the way I actually talk, the connection followed naturally.

Why Voice Matters (Especially in Digital Advertising)

A clear brand voice isn’t just for Instagram captions. It’s the throughline from your website to your emails to your ad copy. When your tone stays consistent and human, people begin to recognize you — and, more importantly, trust you.

One of my favorite reminders: People trust people. Not a logo.

That’s why ads (and organic posts) that show you almost always outperform generic stock imagery.

For example, one of my local clients rebranded under a new name and ownership. At first, we started with safe stock photos and a simple logo. It worked… okay. But once they invested in professional photos and video — and we let their people lead the creative — trust climbed and performance improved across the board. As a result, visibility turned into credibility.

Common Mistakes That Mute Your Voice

• Over-editing the humanity out. Trying to sound “perfect” reads as generic.

• Copying your competitors. Safe often becomes same.

• Letting AI do the talking. I love ChatGPT (I use it daily!), but if you paste and post without infusing your own tone, your audience can sense the disconnect.

How to Find Your Brand Voice (and Start Using It Confidently)

Know Who You’re Talking To (Create Your Ideal Customer Avatar)

You can’t have a clear voice without a clear listener. In fact, one of the first steps to find your brand voice is knowing exactly who you’re talking to. So, start by building a simple ideal customer avatar — mine’s named Lena.

Mini prompts to define your ICA:

• Who are they (stage of business, personality, values)?

• What are they struggling with right now?

• What do they want to feel after working with you?

• What words or tone would they use to describe what they need?

When you know your Lena, you stop shouting into the void and start having real conversations. Finding your brand voice becomes much easier when you remember who’s on the other side of the screen.

Let Your Personality Drive Copy

So often, we’re afraid of saying the wrong thing online, and that fear makes us water down the parts that make us interesting. But when you’re trying to find your brand voice, that authenticity is everything. And here’s the truth: the wrong people were never your people.

When you show up as yourself, you naturally attract like-minded clients — and repel misaligned ones. That’s not rejection; that’s alignment.

You attract what you are.

Let your natural phrasing, warmth, humor, or calm come through.
If you wouldn’t say it out loud, don’t post it.

Stop Hiding Behind the Logo

Another big shift? Show your face. Share small personal stories that support your message, and use real photos and video wherever possible (ads included).

When people can see you, they can trust you — and trust converts. Especially now, when AI-generated everything is everywhere, your humanity is your differentiator.

Don’t be afraid to get a little raw; people can relate to that. Just be mindful — there’s a fine line between personal and TMI.

One Simple Action This Week

Here’s a small but powerful step: post one piece of content that feels a little too real, too personal, or too you — and notice how your audience responds.

Remember, clarity doesn’t come from thinking. Clarity comes from doing.

💌 P.S. Want help staying consistent?

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Your Voice Is Already There

Remember, to find your brand voice, start by using the one that already exists inside your everyday words and actions. Start small, be consistent, and speak to your Lena.

And remember: the goal isn’t to please everyone. It’s to connect with the right ones.

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About the Author

Written by Alishia Egenhoff, Founder of Social EllaMents Marketing — helping small business owners grow through clarity, strategy, and authentic digital advertising.