The words you choose are the brand you build.
Brand voice matters more than product quality – and no one wants to admit it.
Because it’s easier to A/B test a headline than develop a personality. Because most ecommerce brands focus on shipping speed and forget storytelling. Because writing like a real human takes guts – and most founders outsource it.
But in a market flooded with good-enough products, trust is the tiebreaker. And trust is built through tone.
A consistent voice turns window shoppers into believers. It makes your product pages feel like inside jokes. It makes your emails feel like they’re from a friend, not a funnel. It makes your ads feel real – not recycled.
Brand voice is your compounding edge. But amateurs treat it like decoration. Pros treat it like a conversion lever.
Let’s build a voice that makes people feel something.
1. Define the One Feeling You Want Customers to Associate With Your Brand
Before you pick a color palette or font, pick a feeling. Apple feels clean. Glossier feels intimate. Liquid Death feels reckless. If your customer can’t describe how your brand feels, they won’t remember it.
Ask yourself: “When someone lands on my site, what should they emotionally experience?” Not what they see – what they feel. Reassured? Hyped? Seen? Then reverse-engineer every word from that core emotion.
Write your product pages like someone who makes them feel that way. Make your popups and post-purchase emails feel like part of the same personality.
Here’s a litmus test: If your homepage could belong to any brand in your niche, your brand voice is broken. If your customer support sounds like your competitor, you’re blending in.
Your voice is the feeling you leave behind. Don’t let it be neutral.
2. Teach Everyone Who Touches Words to Think Like the Brand
Templates don’t scale. Thinking does. If your intern writing Instagram captions and your agency writing ads don’t share the same mental model – your voice breaks. You need more than a style guide. You need a shared point of view.
Don’t just document how your brand sounds. Explain why it sounds that way.
“This is how we joke – and when we don’t.”
“This is how we explain things to skeptics without sounding defensive.”
“This is how we break rules – and which ones we never touch.”
Use side-by-side examples. Deconstruct tweets, ads, and emails that nailed the tone. Teach the thinking behind the tone.
As Dave Gerhardt says: “Most brand voice docs are useless because they don’t teach people how to make decisions.”
When people understand how the brand thinks, they don’t need templates. They create on-brand by instinct – not instruction. And that’s when your voice becomes a culture, not just a checklist.
3. Steal the Script From Brands Already Winning With Voice
You don’t need to reinvent tone. You need to remix it.
Some of the best eCom brands in the world found their voice by imitating first. The trick is knowing what to steal – and how to evolve it.
Pick 3 brands whose tone hits. They don’t even have to be in e-commerce. Study how they use punctuation, timing, rhythm, and slang. Ask: What feeling does this line create? What personality does it imply?
Then write 5 product descriptions using their tone – but your product. It’s like lifting weights in someone else’s gym. Eventually, your own strength shows up.
This is where true voice is born. Not from guessing – from iteration. Not from copying – from transformation.
Borrow. Break. Build your own.
Bonus: Test Your Voice in Paid Ads Before Locking It In
Want brutal feedback? Run it as an ad.
The ad market doesn’t care how clever your tone is – only if it works. Which makes it the perfect lab for testing brand voice.
Write two ad variations: one safe, one with personality. Measure clickthrough, comments, and ROAS. You’ll often find the playful one outperforms – because it breaks the mold.
That signal is gold. If it works cold, it’ll crush warm. And it gives you the green light to double down across channels.
Great voice isn’t theory – it’s performance art. So treat paid media like your open mic night: refine what resonates, cut what doesn’t.
Your brand voice shouldn’t just sound good – it should sell.
The Words You Choose Are the Brand You Build
Founders obsess over logistics. They pour money into funnels. They spend weeks optimizing product pages – then hand copywriting to ChatGPT.
But here’s what the best know:
Every sentence is a trust builder. Every word is a brand asset. Every line is a chance to make someone feel seen – or scroll away.
If you want to grow, stop sounding like a store. Start sounding like a story.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.