Scroll through any LinkedIn feed and you'll notice something troubling. Half the posts could have been written by the same person. Same professional tone, same structure, same buzzwords. "Excited to announce..." "Thrilled to share..." "Let's talk about..." It all blends together.
The Problem With Playing It Safe
Most brands default to a safe, inoffensive voice because they're afraid of alienating potential customers. The logic seems sound: broad appeal equals bigger audience. But in practice, this creates the opposite effect.
When you sound like everyone else, you're invisible. Generic gets scrolled past. Forgettable gets unfollowed. The safest choice in branding is actually the riskiest because you're competing for attention in a sea of sameness.
Finding Your Authentic Voice
Your brand voice isn't something you invent—it's something you discover. Start by answering these questions honestly:
- What opinions do you hold that others in your industry disagree with? Controversy creates distinctiveness. You don't need to be offensive, but you do need a perspective.
- What phrases and words do your actual customers use when talking to you? Mirror their language, not industry jargon.
- What would you say if you knew no one was watching? That's your real voice. Find ways to bring it forward.
- What makes you angry about your industry? Passion creates connection, even when it's frustration.
Your authentic voice lives at the intersection of genuine opinion and customer language. It should feel slightly uncomfortable to publish—that's how you know it's distinctive.
The Remove-Your-Brand-Name Test
Here's a simple exercise: take your last 10 social media posts and remove your brand name from all of them. Then ask yourself: would someone who knows your brand still recognize these as yours?
If the answer is no, your voice needs work. Distinctive brands are recognizable even without their logo attached.
Practical Steps to Develop Voice
- Create a "voice doc": Write down 5 things you'd never say and 5 things you'd always say. Use this as a filter for all content.
- Identify your enemies: What ideas, practices, or mindsets do you actively oppose? Position against them.
- Study standup comedians: They're masters of distinctive voice. Notice how their word choice, rhythm, and perspective are instantly recognizable.
- Get feedback from strangers: Show content to people who don't know your brand and ask them to describe the personality behind it.
Distinctive beats polished every time. Your audience doesn't need another professional voice—they need YOUR voice.