You’ve seen the websites. The ones full of phrases like “best-in-class solutions,” “results-driven innovation.” They sound official. Polished. Professional. Forgettable?

The problem isn’t that this writing is incorrect. The problem is it doesn’t sound like anyone. It doesn’t build trust or connection without a story behind it. It doesn’t tell you why this brand exists, or why you should care. It just sounds like a brochure!

Great brand copy doesn’t only describe what you do, but it creates clarity around why you do it. It reflects your personality. It helps people feel something and decide whether they want to lean into that something. Let’s walk through how to write copy that reflects your brand.

What It Means to “Write Like a Brand”

Writing like a brand means writing with intention. It’s using language that’s specific to your voice, your audience, and your values. It means sounding like you, not like everyone else in your industry.

It also means giving people more than information. You’re giving them tone. Context. Confidence. You want your copy to say, “We see you. We get what you need. We’re the right fit.”

That kind of writing doesn’t come from copying other websites. It comes from knowing your brand well enough to sound like it, even when you’re just writing a caption or a product description.

Brand Voice vs. Tone (There’s a Difference!)

A lot of people use “voice” and “tone” interchangeably, but they serve different roles in your writing.

Your brand voice is consistent. It’s your personality in language form. It reflects your values and the way you want to be experienced. This goes for whether you’re writing a headline or an FAQ. Voice should feel steady.

Your brand tone adapts. It shifts depending on the situation. Think of it like your voice, talking to different people in different moods. You might use a more empathetic tone in a support email, and a more energizing tone in a product launch.

Think of voice as the house you live in. Tone is how you decorate it for the occasion.

The Most Common Copy Mistakes (and What to Do Instead)

Let’s call them what they are: copy sins. These are the habits that make brands sound stiff, vague, or like they’re trying too hard.

1. Jargon Overload

❌ We deliver scalable, innovative solutions designed to optimize workflow efficiency.

✅ We build tools that save you time and make your day easier.

People don’t buy “solutions.” They buy outcomes they understand.

2. Trying to Impress Instead of Connect

Don’t write to prove you’re smart. Write to show you care.

❌ Proudly serving clients across a wide range of industries since 2005.

✅ We’ve helped small teams do better work for over 20 years.

Be direct and be generous.

3. Saying Too Much, Too Soon

Your homepage isn’t your resume. It’s an invitation. No need to overload it with paragraphs. Get to the point fast (and then guide people deeper).

Building a Brand Voice That Connects

If your brand’s writing feels disconnected or flat, don’t panic. Most teams don’t nail their voice on the first try. It’s something you shape over time, but here’s where to begin.

Step 1: Start With Your Values

Are you bold? Playful? Precise? Grounded? The best brand voices reflect what you stand for. If you value clarity, your writing should be simple and direct. If you value joy, it should be light and expressive. Choose 2–3 core values to anchor your voice.

Step 2: Define What You Aren’t

Sometimes it’s easier to define your voice by what you want to avoid. For example:

• We sound friendly, not casual.
• We sound confident, not aggressive.
• We sound smart, not academic.

That contrast helps create boundaries for your writing team, and keeps your copy from going off-brand.

Step 3: Build a Brand Voice Chart

Create a simple chart with three columns.

We sound like… Ex. ‘Encouraging’

We don’t sound like… Ex. ‘Pushy’

Example line… Ex. “Let’s take the next step together.”

Writing to Sell vs. Writing to Relate

Your audience isn’t just buying what you sell. They’re buying your perspective. Your approach. Your personality. Anyone can use your same tools or process. What makes your brand memorable is how you make people feel.

Quick Test: How to Know If Your Copy Is Working

Would you say this out loud to a real customer?

Does it sound like something only you would say?

Does it feel like a person wrote it, or like it came from a template?

If you answered “no” to any of those, it’s time for a rewrite!

Need New Copy But Not Sure Where to Start?

You don’t need to sound like a copywriter. You just need to sound like yourself. 

We’ll take a look at your website, emails, or sales deck and give you honest, actionable feedback on how to bring more clarity and personality into your copy. Just fill out the form below and let’s get started.