A brand voice has to do more than sound distinctive.

Across different businesses, I developed and adapted brand voices around the audience, the commercial objective and where the communication would appear.

That meant the writing changed from one business to another and sometimes from one channel to another while the brand itself remained recognisable.

Work: Brand Voice · Messaging · Copywriting · Content

Channels: Website · Email · Newsletter · LinkedIn · Long-form

Approach: Audience · Context · Intent · Channel

Examples: 4 distinct brand voices across multiple formats

Different brands cannot communicate in the same way.

The audience changes. The reason someone is reading changes. The action the business wants them to take changes. And the way someone reads a website is different from the way they engage with an email, newsletter or LinkedIn post.

The challenge was therefore not simply to write good copy. It was to develop a voice that belonged to each business, then make that voice work across the places where customers encountered it.

I started with the business and the audience rather than the words.

For each brand, I looked at who we were speaking to, what they needed from the communication, what the business needed to achieve and the context in which the message would be received.

From there, I established the characteristics of the voice and translated them into practical writing principles that could be applied across different formats.

The objective wasn't for every piece of writing to sound identical. It was for each piece to feel recognisably from the same brand while doing the job required of it.

WRITING IN CONTEXT. The voice stays recognisable. The writing changes according to the moment. Four Examples

01: Book/Cultural Moment (Using existing attention to increase discovery). A book launch was timed around Mother's Day, when conversations around women and women's experiences were already heightened. The writing connected the book to an existing moment of interest, creating another route to discovery and relevance.

Fanbox Website (One brand voice across 11 college communities). As FanBox expanded from three schools to 11, the voice needed to remain recognisably FanBox while reflecting the language, traditions and affinity surrounding each school. The system created consistency without making every community sound the same.

LinkedIn B2B Discovery (Building visibility before a new product launch). For a growing B2B brand, LinkedIn was used to establish a more consistent presence among the professionals it wanted to reach. The writing amplified the brand's perspective, circulated relevant conversations and events, and built familiarity ahead of a new product entering the market.

Email/Customer Intent (Building on intent once someone enters the journey) Once someone provides their email address, there is already a signal of interest. The welcome communication was designed to build on that intent: introduce the brand, reinforce why it was relevant and create a natural next step in the relationship.

Building a recognisable voice that can adapt without losing the brand. I start with the audience, the business and the context in which the communication will appear. From there, I define how the brand should sound, what should remain consistent and where the voice needs flexibility across different channels and moments. The aim isn't to make everything sound the same. It's to make sure everything still sounds like the same brand.

Making the message clearer without losing what makes it distinctive. Once the voice is established, I look at what the communication actually needs to do. I remove repetition, simplify where needed and bring the most important message forward, while preserving the character of the brand.

Consistency doesn't mean saying the same thing in the same way everywhere. A strong brand voice creates enough consistency for the business to be recognisable, while allowing the communication to change according to the audience, channel and objective.

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