Every Possible Way to Use Your Brand Voice in Your Online Marketing

How strong is your brand voice?

Don’t worry — you don’t have to pretend you know what you’re talking about, like Greg Focker here.

Whether you have no clue what a brand voice is OR you do believe your brand voice is, in fact, “quite strong,” we’re here to help you make it even stronger.

Here is every possible way to infuse your brand voice in your online marketing… or at least 72 ways.

How many of these brand voice ideas are you already doing?

What Is a Brand Voice—And How Do You Find Yours?

How to Use Your Brand Voice on Your Website

1. Make your headlines your #1 priority. Four out of five website visitors will read your headline, but only one will read the rest. If there’s one place on your website to make your words count, this is it.
2. Make your CTAs your #2 priority. Skimmers might not read body copy, but they will read your call-to-action buttons. Make them quirky, yet clear and concise.
3. Include keywords creatively. You can write for search engines AND for your audience. Incorporate SEO keywords as naturally as possible.
4. Use formatting to your advantage. Especially if you’re using a drag-and-drop website editor like Showit, you have more creative control over your website than almost any other platform. Use formatting cues like font size, bolded text, italics, bullets, and more to emphasize your point.
5. Describe your images. All website images should contain alt text for accessibility and SEO; when written creatively, alt text can even be a branding touchpoint. Consider adding visible captions beneath your images, too.
6. Use others’ quotes. Not every word on your website has to be written by you. Steal a few sayings from people or brands you admire to build your authority (“ooh, look, she’s well researched!”) and reinforce your brand voice.
7. Customize your chatbot messages. How would your brand welcome visitors: a professional “How may we help you?” or a casual “Whatcha need?” 
8. Make pop-ups less annoying. People are already wary of pop-up forms. If you must use one, write it in a way that puts a smile on your visitor’s face… or at least a question in their mind. 
9. Take advantage of the footer. Think people aren’t scrolling that far? Think again. A study of over 1 million website users found that 66% of “engaged time” happened “below the fold.” Use your footer for creative microcopy opportunities.
10. Include an Easter egg. Hide something funny or surprising (yet still on brand) on your website. Need an example? Google “do a barrel roll.”
11. Add some original FAQs. Frequently asked questions are the perfect place to help potential clients overcome their objections. Don’t just stick with the basics (“what’s the cost?”); get creative (“will I have to cash in my child’s college fund?”). 
12. Customize your blog sidebar. On desktop devices, your blog sidebar is where you can provide more context about the author, the blog itself, your top freebies, etc. Don’t waste this valuable space!
13. Disclose your affiliate links. If you make money off affiliate links in your website, you must acknowledge that — preferably in a way that is transparent, empathetic, and maybe even cheeky.
14. Make your landing pages concise, yet clever. Clarity trumps wittiness every time, BUT that doesn’t mean your LP can’t have both. Have a little fun with it, and your visitors will too.
15. Personalize your thank-you page. Ideally, when someone fills out a form on your website, they’re redirected to a brand-new page that thanks them, explains what happens next, and keeps them excited about your brand. Even if it’s just an inline message, though, make that thank-you count.
16. Tweak your form fields. Instead of something dull, like “message,” how about something friendly, like “what can I do for ya?”
17. Don’t go overboard, though. There’s no need to rename your contact page something like “Engagement Opportunities.” When it comes to your website navigation, simple is best.

How to Use Your Brand Voice on Instagram (+ Other Social Media)

18. Know your format. Writing a caption for a carousel post is different from writing text overlays for a Reel. Adjust your word count and verbiage accordingly.
19. Change up your bio. Your bio is your #1 brand voice opportunity on Instagram. What do you want brand-new leads to know about you? Consider adding emojis, abbreviations, info about new launches, or anything else that feels timely.
20. Change up your… name? When our founder had a personal brand, her Instagram name was “Sarah | Web Design + Copy.” Using those keywords helped her show up for clients who were searching for, you guessed it, web design + copy.
21. Create a custom links page. Instead of linking directly to one blog post or offer page, build a page (ideally hosted on your own website) that lists multiple relevant links — and, of course, features your brand voice.
22. Keep your IG highlights on brand. Got a boho brand? Maybe your highlight names are lowercase with flower emojis. Is your brand more bold? Perhaps your highlights are all UPPERCASE.
23. Use signature emojis. Consistently using the same emojis — especially if they’re not common ones in general — can make your brand voice instantly recognizable. For example, we like 💬 and 🖊️.
24. Structure your captions similarly. Not EVERY caption, of course. But creating a regular caption structure (e.g., starting with “did you know?” and/or ending with “xoxo”) can help your audience more easily recognize your brand voice.
25. Get creative with formatting. Most social platforms, including Instagram, don’t offer many text formatting options. But you can think outside the box with *asterisks,* WORDS IN ALL CAPS, 𝙪𝙣𝙞𝙘𝙤𝙙𝙚 𝙩𝙚𝙭𝙩 𝙢𝙖𝙜𝙞𝙘, and more.
26. Create your own hashtag. We use #quotablecopy in most of our posts. What’s a hashtag that makes sense for you (and your audience)?
27. Use other relevant hashtags. Research on-brand hashtags that have enough traffic to increase your visibility, but not so much that you’ll never get found (like #love). 
28. Use trends to your advantage. Like when Tonic Site Shop created a dream website for Barbie, or when Davey & Krista jumped on the Taylor Swift / Travis Kelce obsession. Even if it’s a stretch, making the connection to pop culture can bring your brand voice down to earth.
29. Don’t be afraid to post something personal. Brands are people, too. Sprinkling personal content with your professional content could be an authentic way to connect with your audience.
30. Comment on others’ posts. Sharing your brand voice on social media isn’t just for your posts — it’s for everyone’s! Add thoughtful or encouraging comments on accounts that align with your brand. Not only will it build your relationship with them, it’ll also show any mutual followers what you care about.
31. Partner with similar brands. From a simple tag to a shared collaborator post, engaging with brands adjacent to yours (say, a local florist, if you’re a wedding photographer) can add goodwill and underscore what your brand is all about.
32. Don’t forget the DMs! A direct convo with an ideal client is as good as gold. Treat them like a friend, with a touch more professionalism.

How to Use Your Brand Voice in Email

33. Make your sign-up form fun. No one’s gonna want to sign up for your emails if you don’t make them seem exciting to receive.
34. Start selling in the subject line. We don’t mean constantly pushing your offers — we mean selling people on WHY they should open your email. No opens = no results.
35. Write some quirky preview text. The preview text is the sidekick to your subject line. Use it to tease the contents of your email.
36. Craft a signature greeting or goodbye. Maybe you open every email with “Greetings” or close every email with “Cheering you on!” You can deviate, of course, but a signature hello or goodbye can be a cute touchpoint.
37. Prioritize the message, not the format. Well-designed emails work. So do plain-text ones. Short emails work. So do long ones. If your copy is on point, people will read it.
38. Create branded templates. We send The Weekly Wink every Wednesday and Passing Notes one Friday a month. By receiving the same types of emails on a regular basis, our email subscribers learn what to expect from us — which increases their trust. 
39. Add funny memes and GIFs. A well-placed meme or GIF can enhance your message and make your brand more down to earth.
40. Share personal details. Even if you’re sending a huge blast, email is still a 1:1 medium. Give your subscribers a taste of the person behind the keyboard. Some brands end their emails with a “reading / listening / watching” box, but you can create connection by sprinkling personal details throughout the body of the email, too.
41. Use personalization tokens thoughtfully. Look, no one believes you’re actually typing their first name three times in your email. That doesn’t mean you can’t use personalization tokens — just beware of coming across as disingenuous. 
42. Capitalize on cultural trends. Someone is reading your email at a specific point in time. Throw in a recent pop culture reference, or address the elephant in the room. (Can you imagine emailing during COVID and just pretending everything was dandy the whole time?)
43. Make use of the P.S. Did you know the P.S. is one of the most-read parts of an email? In sales letters, 90% of people read the P.S. before the rest of the letter. Reinforce or supplement your message with an engaging P.S. after your signature.
44. Tweak the unsubscribe section. Never hide the unsubscribe link, but feel free to add more context or humor to make people think twice about unsubscribing. (Or  at least put a smile on their face as they go.)
45. Have fun with your footer. Laura Belgray has a massive block of tiny, gray text after her email signature. It starts with, “You aren’t meant to read the following,” which practically ensures you will.

How to Use Your Brand Voice… Everywhere

46. Know your elevator pitch. Everywhere you go, people are gonna ask you, “What do you do?” Be prepared to answer them with a thought-out, helpful response that infuses your brand voice and mission.
47. Include your origin story. Why did you start your business in the first place? You’d be surprised how much your audience connects with your origin story… and how often you need to share it in your marketing.
48. Write like you talk. Especially if you have a personal brand, your speaking voice can be very similar to your writing voice. Not sure where to start? Write a stream-of-consciousness draft (don’t hit that delete button!), or even talk into your voice memos app. Edit from there.
49. Choose the right POV. What’s your brand point of view? First person (“I,” “we”)? Second person (“you”)? Or third person (“it,” “they”)? Pick the POV that suits your brand voice, and stick with it.
50. Listen to what people say about you. Is there a common thread among your client testimonials? If you asked your audience to describe your brand, what would they say? Sometimes, others’ feedback can be just the mirror we need to refine our voice.
51. Take a personality test. Knowing your own Enneagram or Myers-Briggs type can go a long way in helping you nail down your brand voice.
52. Analyze what you’re already doing. Do you typically write short or long sentences? What words keep cropping up? Consider a tool like Analyze My Writing for technical feedback or Copy Analyzer for emotional feedback.
53. Get inspired by your visuals. Copy should usually come before design. But when you’re at a loss for words, revisit your brand design or photography for inspiration.
54. Come up with a signature tagline. Cember Studio says, “When aesthetics meet strategy, people can’t help but notice.” What’s a tagline or slogan that your brand believes to its core? Share it throughout your marketing for a memorable impact.
55. Get super specific. One of the very best ways to develop a unique brand voice is to share specific, concrete details — like what you ate for breakfast, or exactly what your son said when you asked him how you looked. When relevant, these details can make your story more memorable and relatable.
56. Try alliteration. That’s when words begin with the same sound (“Coca-Cola,” “Fancy Feast”). Especially in a headline or hook, alliteration can make your message more catchy.
57. Try rhyme. Ann Handley says rhyming can make your brand seem more truthful because it “seems right” to the ear. We aren’t telling you to write a poem, but a quick rhyme could be a fun technique to try.
58. Keep a list of fun facts about your brand. When we’re writing website copy for businesses, we love including fun facts on the about page — not just number of years in business or clients served, but also go-to office beverages, names of pets, secrets skills, etc. Have a list of fun facts handy to sprinkle throughout your copy.
59. Pull from where you live. We midwesterners like “ooftah.” Southern belles like “y’all.” Especially if your geography is relevant to your brand, capitalize on those slang terms. (Locals will love it!)
60. Pick a stance. Archer & Olive doesn’t just create luxury stationery — it seeks to support people’s mental wellbeing. By taking a stand, the brand speaks with a voice that is compassionate, strong, and sure.
61. Share your faith or politics (maybe). Half of millennials believe brands should take a public stance on social issues. Should yours? Trust your gut. If you’re passionate about religion or politics, chances are your ideal customers are, too.
62. Don’t be too clever. A confused mind always says “no.” Clear beats clever every time.
63. Share transformation stories. Nothing highlights the impact of your brand like a success story — either yours or your clients’. Share direct quotes from happy clients along with context about what made their project so successful. 
64. Reveal a hot take. An easy way to make your brand voice stand out is to make a statement that stands out. Don’t say nothing. Say something.
65. Make fun of yourself. No one wants to hang out with someone who has no sense of humor. Don’t undermine your authority, but do acknowledge your own quirks.
66. Create your own “isms.” What are some unique terms or phrases only YOU ssy? Ashlyn Carter calls these her “Ashlynisms,” and they help differentiate her writing from others’.
67. Decide what you DON’T say. Does the term “bossbabe” give you the ick? Is there a common industry phrase you would never, ever say? Create a “don’t say” list, especially for anyone you hire.
68. Try these tactics for an informal brand voice. If your brand is casual, try using “sound” words (“ermmm,” “gah!”), starting sentences with a conjunction (“and,” “but”), using abbreviations (“obvi,” “TBH”), or using lowercase letters in unexpected places (like the start of a sentence).
69. Pick a punctuation mark. Is your brand enthusiastic? Use exclamation marks (!). Is it more serious? Don’t. We like the quotation mark (“) here at Quotable Copy, as well as the ampersand (&) and em dash (—). What punctuation mark(s) fit your brand voice?
70. Start a copy swipe file. You know when you read something and go, “Damn, that’s good!”? Paste it into a digital “swipe file” for inspiration down the road. (Never plagiarize, obviously!) 
71. Document your brand voice. Every business should have a brand style guide. If you don’t have a “professional” one, at least jot down basic guidelines and examples of your brand voice, so you (or your team) can reference it when you’re stuck. 
72. Above all… be consistent! Every platform and situation might require a different tone, but your overall voice should never change. Don’t flip-flop. Trust your true brand voice.

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Now, is that every possible way to use your brand voice in your online marketing?

Honestly, we aren’t sure. But it’s everything we could think of for now. (Got more ideas? Shoot ‘em our way!)

…What’s that? You’re telling us you want EVEN MORE info on using your brand voice to boost your business?!

Well, you’re in luck, because that’s exactly what we’ve got for you. 😉

Our brand voice magazine is chock-full of helpful tips for creative entrepreneurs, including:

• What is a brand voice?
• Why creative businesses need a strong brand voice
• Step-by-step guide to defining your brand voice
• 112 words to describe your brand voice 
• 6 creative brands nailing their voice
• Anatomy of a brand voice

It’s the very first edition of our gorgeous magazine, The Copy Edit, and it’s available for you to download right now.

[ Grab the Free Brand Voice Magazine ]