Make Your Brand Voice Work Harder for Your Clients

Clients love when a brand voice speaks their language. We’ll help you get the accent just right.

When your brand voice is working hard, it takes pressure off your clients. It answers their questions clearly, guides them to the next step, and makes their decision-making easier. It turns confusing processes into simple directions, and long explanations into quick moments of clarity.

We shape brand voices that do this heavy lifting for your audience. The result? Clients feel understood, supported, and confident every time they interact with your brand, which means they stick around, buy again, and tell others to do the same.

Step 1: Decide What Your Voice Needs to Do

Your brand voice should create outcomes aligned with your company's goals. Ask yourself:

• What should clients feel when they interact with our brand?

• Do we want them reassured, energized, curious, ready to take action?

• What objections or hesitations could our voice help calm down?

A great voice doesn’t just “sound like us,” it nudges clients toward trusting and buying from us.

Step 2: Make It About the Client

Your brand voice should focus less on “we” and more on “you.”

• Instead of: “We’ve been in business 20 years.”

• Try: “You get a partner with two decades of proven experience.”

Every sentence should frame why what you do matters to the client’s world.

Step 3: Keep It Consistent Everywhere

If your website sounds casual but your invoices read like legal contracts, you’ve got a disconnect. Consistency builds confidence.

• Document your tone, sample phrases, and do/don’t examples.

• Train your marketing, sales, and support teams to use the same voice.

• Audit regularly to make sure emails, proposals, and social posts all sound like they came from the same company.

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Step 4: Balance Authority and Approachability

Sound smart, but stay human. A good brand voice should:

• Use clear language, even when discussing complex topics

• Avoid jargon unless it’s truly necessary

• Mix authority with warmth (think trusted, but also approachable)

Clients should finish reading your copy thinking, “These people know what they’re doing, and I’d actually like working with them.”

Step 5: Use Voice to Remove Risk

A strong, clear voice can make clients feel safer choosing you.

• Be transparent about process and pricing.

• Explain what happens after they sign up or buy.

• Share lessons learned and proof you’ve done this before.

Confidence is contagious.

Step 6: Personalize When It Counts

A consistent voice doesn’t mean sounding generic. Add human touches:

• Use client names where possible

• Reference previous conversations or purchases

• Speak directly to their goals and outcomes

A voice that feels personal helps clients feel seen and keeps them coming back.

Step 7: Turn Your Voice Into a System

Document your voice so well that anyone on your team can use it.

• Create templates for common emails and proposals

• Include tone examples for tough situations (e.g., delays, bad news)

• Keep a shared glossary so terms and phrasing stay consistent

  
  

When your voice is a system, not just a style, it works harder across the whole client experience.

Step 8: Measure Its Impact

Watch how your voice performs:

• Are clients opening more emails?

• Are sales calls easier to close?

• Are you getting fewer “just checking in” messages because your updates are clear?

If your communication is working, you’ll feel it in smoother sales cycles and happier clients.

At Borrowed Pen, we define brand voices that actually move clients to say yes. Work with us, and we’ll turn your tone into a trust-building asset that makes every campaign, email, and proposal more effective.