Behind the Scenes: How Borrowed Pen Approaches Brand Voice

You know that friend who can be in another room, but you’d know it was them just by the way they yell “Hey!”? That’s brand voice.

Brand voice is the way your business “sounds” before your buyer even sees your logo. In order to be recognized, your brand voice should be consistent whether you’re telling a story, answering a question, or breaking bad news. When people remember you instantly, they trust you faster. And when they trust you, they buy faster.

Here’s how we help you find (and actually use) a brand voice that fits your business:

1. We Start With What’s Already Working

We don’t reinvent the wheel. We listen to it spin. Before we write a single word, we dive into the content you already have:

• Emails your clients loved

• Proposal intros that get a “yes”

• Web pages with the longest time-on-page

• Even internal Slack threads or meeting notes

We’re listening for:

• Rhythm: Is your voice punchy and quick, or steady and thoughtful?

• Vocabulary: Are you all about industry shorthand, or plainspoken clarity?

• Personality: Do you read as approachable, authoritative, playful, or direct?

The truth is, the strongest brand voice work usually starts with the words you’ve already written because they’re already you.

2. We Name It Clearly

“Sound like yourself” isn’t a useful brief unless everyone knows what that means. We put plain, memorable language around your style so anyone on your team, not just your copywriter, can match it. Example voice definitions we’ve delivered:

• Sharp End Dry: Quick to the point, no wasted words, a hint of wit

• Warm And Generous: Conversational, full sentences, a focus on care and clarity

• Brainy And Helpful; Well-informed and confident, but never talking down

When you can name your voice, you can use it consistently.

3. We Write to Match (and Keep Matching)

We don’t hand over a PDF style guide and walk away.

We work with you until the voice isn’t just defined, it’s alive in your:

• Website copy

• Sales decks

• Social posts

• Email sequences

• Internal templates

Some of our best brand voice work happens in the messy middle when we’re ghostwriting a founder’s LinkedIn post, co-writing a high-stakes proposal, or refining a product launch email so it sounds exactly like you on your best day (even if you wrote it on your worst).

Why It Matters

Voice drives trust. And trust drives action. When your brand voice is clear and consistent:

• Buyers feel like they know you before they meet you

• Your team can create content faster without second-guessing

• Every touchpoint reinforces the same story

The result? More confident messaging, more aligned teams, and more buyers ready to say yes. Let’s find your voice and make sure it works everywhere you show up. Reach out to our team.