Your brand doesn’t sound like one company. It sounds like five freelancers, one agency, and a product manager all fighting over the mic.
Customers don’t trust chaos. They trust clarity.
Alex Lieberman, co-founder of Morning Brew, scaled a media company from a daily email into a powerhouse brand – and he did it by obsessing over voice. He didn’t just hire writers. He hired voices. People who could replicate the tone, cadence, and clarity that made Morning Brew feel like a smart, slightly sarcastic friend.
That wasn’t luck. That was systemized clarity – and every scaling brand needs it.
This isn’t about sounding clever. It’s about building trust, loyalty, and emotional equity at scale – across 3 freelancers, 5 agencies, and every touchpoint in between.
If it sounds like five people wrote it, your brand has a voice problem.
What does your welcome email feel like? Warm? Flat? Forgettable? Now compare that to your post-purchase insert or latest TikTok caption. If they sound like different companies, you’re leaking trust.
Most teams never read their own touchpoints in one sitting. That’s the audit. No fancy tool required. Just read what your customer sees. And if it doesn’t sound like the same person wrote it all – it’s not just messy. It’s broken.
I’ve worked with brands where the homepage sounded Gen Z, the emails sounded like corporate HR, and the TikToks? Pure chaos. Everyone thought they were “on brand” – until customers started tuning out.
Voice misalignment is rarely visible from inside the building. But from the outside? It’s loud and confusing.
Your brand has a mission. But no voice. That’s why it feels generic.
You’ve got a vision deck. A font system. A color palette. But no one can explain how your brand sounds.
Voice isn’t just tone. It’s rhythm. Vocabulary. Attitude. It’s the words you always use – and the ones you never would.
Alex Lieberman made sure Morning Brew’s tone could scale. That started with documentation.
Because what’s not written down? Gets rewritten by everyone.
Freelancers don’t fail you. Your onboarding does.
You gave them a brief. Not a worldview. The best brands don’t hand over tasks – they hand over perspective. That’s how Morning Brew scaled their voice across dozens of writers without missing a beat.
If you treat freelancers like replaceable vendors, expect forgettable work. If you train them like teammates, they’ll protect your voice like it’s theirs. That’s the difference between “meh” and memorable. And it’s on you.
Safe is not strategic. Approval chains are where great writing dies.
Want to kill your voice? Run every copy line through 6 rounds of feedback.
Suddenly, your witty subject line sounds like it was written by a risk-averse intern.
Brand-safe becomes brand-dead. You’re not scaling tone – you’re neutering it. Alex Lieberman didn’t hire for tone compliance. He hired people who could own the voice.
Do the same. Set the standard. Then get out of the way.
The best brands don’t “market.” They make you feel like you’re in on something.
Think about it: The brands you love? They sound like a friend. A friend who has inside jokes with you. Shared language. Sarcasm. Personality.
Morning Brew did this with memes.
Liquid Death did it with water murder jokes.
But the tactic isn’t the point. The feeling is.
People don’t spread content because it’s accurate. They spread it because it makes them feel like insiders.
If your voice doesn’t create connection, it won’t create growth.
You Don’t Scale Brand Voice by Accident. You Scale It by Design.
Every copy line is a chance to either deepen trust – or dilute it. Every onboarding doc, every Slack message, every “quick edit” shapes the customer’s emotional memory.
The brands that win sound like a person. The brands that lose sound like marketing. And customers can smell the difference.
Your voice is your brand’s memory. Make sure they never forget it.
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.