Why Brand Voice Is Important to Business Strategy

You’ve nailed the logo. The palette? Perfection. Your Instagram grid looks like it belongs in a design museum. But there’s one element that’s just as important as your visuals—and it often gets treated like an afterthought: your brand voice.

Your brand voice is more than a tone or a mood. It’s the strategic throughline that shapes how people perceive you, remember you, and connect with you. And if you’re not thinking about it with intention, you’re likely missing a big opportunity to stand out.

What Is Brand Voice, Exactly?

Your brand voice is the distinct personality your brand takes on in written communication. It encompasses your word choices, tone, rhythm, and the way you speak to your audience across platforms—from your website to your social captions to your customer service emails.

Think of it this way: if your brand were a person, your brand voice is how it would speak.

Why Brand Voice Matters

Here’s why your brand voice deserves a seat at the strategy table:

1. It Builds Recognition

Just like your logo and fonts make you visually recognizable, a consistent brand voice helps your audience immediately know it’s you speaking. Whether you’re witty and playful or refined and authoritative, your voice becomes an identifying marker—one that builds familiarity over time.

2. It Establishes Trust

People trust consistency. When your messaging sounds the same across touchpoints, it signals professionalism, clarity, and reliability. A defined brand voice creates a sense of cohesion that reassures customers and builds credibility.

3. It Creates Emotional Connection

The way you say something can matter more than what you say. A strategic brand voice allows you to speak in a way that resonates with your ideal client—making them feel seen, understood, and compelled to take action.

4. It Differentiates You

In a world of sameness, brand voice is your not-so-secret weapon. Two businesses can offer the same product or service, but if one sounds like a thoughtful guide and the other like a generic robot, the decision becomes easy. Voice creates vibe—and vibe builds loyalty.

Signs Your Brand Voice Needs Attention

Not sure if your brand voice is working for you? Here are a few red flags:

• Your copy sounds different across platforms or team members

• You’re struggling to write captions or emails that “sound like you”

• Clients don’t seem to grasp what makes you different

• You’ve got the visuals, but something still feels off

If any of these sound familiar, it may be time for a brand voice tune-up.

How to Define Your Brand Voice (And Stick to It)

Clarifying your brand voice doesn’t have to be complicated. Start with a few foundational questions:

• How do you want your brand to make people feel?

• What are three words that describe your voice? (e.g., warm, witty, polished)

• What do you not want to sound like?

• Who are you speaking to, and what do they need from your tone?

Once you’ve outlined your voice, document it. A simple brand voice guide can empower your team—and anyone you hire—to write in a way that’s unmistakably you.

Final Thoughts

Your brand voice isn’t fluff. It’s a strategic asset that can elevate every piece of your marketing. When it’s clear, consistent, and aligned with your audience, it becomes one of your most powerful tools for connection and conversion.

Need help shaping a brand voice that’s both smart and magnetic?

At Pearl & Wordsmith, we turn vibes into strategy and words into business wins.

→ Let’s write something worth remembering.

For Someone Who Has Everything: The Pearl & Wordsmith Gift Guide

The holiday season is here, and we all have that one person on our list who seems to have everything. Finding the perfect gift can feel like a challenge—but what if the answer is more thoughtful than tangible?

At Pearl & Wordsmith, we believe the best gifts are ones that spark creativity, empower dreams, and offer something truly unique. That’s why our gift guide is filled with meaningful, one-of-a-kind ideas! Help the entrepreneur launch their latest venture or breathe new life into a business they care about. Add a touch of magic to your favorite couple’s upcoming wedding by offering them a suite of services to make their love story shine throughout the process. Inspire the professional in your life to kick their digital presence, portfolio, and potential up a notch. Share a meaningful, personalized gift that will touch the heart of the sentimentalist in your life.

No matter who is on your list, we have an offering that will delight them or drive their goals forward.

As you shop over the next few days—Black Friday, Small Business Saturday, and Cyber Monday—consider choosing small, choosing unique, and choosing meaningful.

Explore the Pearl & Wordsmith Gift Guide, and give a gift that will leave a lasting impression this holiday season.

You can purchase gift cards to put towards our services here, and we are always happy to chat at hello@pearlandwordsmith.com if you have any questions!

Brand Beginnings: 7 Pieces of Marketing Collateral Your Business Needs at Launch

You’ve identified a gap in the market, or maybe you are turning a hobby into something more serious. However it happened, you are reading this with a business in your figurative hands. Congratulations! But now, as we’re sure you know, the real work begins. Although where, precisely, to begin may still feel like a mystery. If that sounds like you, this blog post is going to be your favorite read of the week (unless you are also in the middle of a great novel, in which case, please share your recommendations). Today, we’re covering the seven pieces of marketing collateral your business needs at launch. “Needs” should be taken with a grain of salt, but it’s a good idea to check as many of these off of your list as possible.

#1 Brand Book

Before you even finalize the name of your company, you should be thinking about your brand book. This is the resource you and your team—plus any creative and marketing firms you hire—will use to keep your branding consistent. The “big brand book,” as it is often called, is typically a few dozen pages long. It contains everything from proper and improper ways to format the logo, to messaging dos and don’ts, to preferred color palettes and hashtags.

A big brand book is never meant to be an external marketing resource, but it will be a deciding factor in whether or not you feel your marketing is hitting the mark. If your brand feels chaotic and disjointed to your viewers/readers, they are much less likely to become customers/clients. Take a scroll through Fit Small Business’ 40+ Branding Statistics Every Small Business Should Know in 2023, and you’ll have the big picture on branding’s importance. And don’t let their article’s title mislead you; strong, cohesive branding is key for those giant corporations, too.

#2 Website

This might seem like a no-brainer to some of you, but we have seen our fair share of excited new business owners who haven’t even bought a domain name. In 2023, no business can afford to go without a sophisticated, user-friendly website. It is worth every penny you invest in a copywriter, graphic designer, web developer and UX/UI analyst. Why? Because your website is critical to your brand’s identity.

Every print ad, commercial, or social media post your business produces should align with your brand identity, but the website is where it all begins. It is your digital headquarters.

Learn more about what your website should entail, in one of our previous blog posts:

What to Include on Your Business Website: 5 Copy Points

#3 Lead Generator 

The basic idea of a digital lead generator is to gain access to customers by offering them a free download of value. This could take many different forms, from a brochure to an instructional video course. Having this prepped and ready to go when you launch is ideal, because you can use the momentum of your grand opening to drive traffic to your site. With all of those visitors clicking around, you’ll want to have an email submission box ready to claim their info and provide that free download.

#4 Social Launch Campaign

That word—momentum—matters when you’re starting a business. If you take your website live and open your doors (physical or figurative), but no one knows about you, it might not be much of a success. One of the best, low-investment ways to start building your brand identity and reputation is social media. But in the beginning, this can sometimes trip people up. Before you’ve established your brand voice and image, it can be hard to know what to post and how it should look and feel Specialists like our team here at Pearl & Wordsmith can help with that, but so can planning ahead in a thoughtful way.

Before you bring your business to life, outline a social media launch campaign. Whether it’s five posts or 30, drafting all of the imagery, messaging, timing, and hashtags in advance will help to ensure that you don’t let your social media fall by the wayside from the start.  

#5 Blog Post Backlog

In the same way you should plan out a series of social media posts, putting the work in to prep blog content in advance can really pay off. While blogging is a highly effective way to drive search engine traffic to your website over the lifetime of your business, it can also play a role in helping at launch. Much like social media, it enables you to showcase the voice and imagery of your brand—you can invite your ideal prospects to get to know your company on the blog!

Blogs also provide a space for you to share news and updates. And, they give you word count freedom. When you need to get a lengthier message across, blog about it and then blast the link on socials and in your email newsletters. Which brings us to our next point …

#6 Newsletter Platform and Automated Welcome Email

This can be a daunting one to establish, but we fervently recommend setting up an email campaign system before you launch your business. It can actually be one of the most impactful forms of marketing you utilize. In a Salecycle survey, 59% of respondents said that marketing emails have influenced their purchases. And that is one of many positive statistics surrounding email marketing.

Given its importance, creating your database, templates, and automations before you launch will prove a game-changing move. It also means that when a visitor to your website submits their email address to get their free download, they’ll receive an on-brand welcome email right away. Guess what? You’ve looped them into your brand ecosystem—just like that.

#7 Anything Else That Puts Your Brand in Its Best Light

While the aforementioned bits of collateral are go-tos to start your business on the best foot, don’t be afraid to tap into your intimate understanding of your offering and its value. You know your product or service best. So think, how can you convey the appeal? What will your ideal prospect respond to? Maybe an infographic would help, or perhaps a detailed e-book is called for? Mull it over, and invest in producing that collateral before the big day.

Alongside all of the other considerations that go into establishing a business, marketing collateral is a must. If you have been inspired but this list but don’t know where to start, give us a shout!