1. Know Who You Are (And Who You’re Not)

You can’t sound like “everyone” and expect to stand out.
Before we ever wrote a single sentence, we got clear on one thing: what we stand for.

At Wilson, we knew we weren’t going to be stiff, overly polished, or drenched in corporate speak. That’s not us. We’re not trying to sound bigger than we are. We’re a lean, expert team who knows what we’re doing—and we’re confident enough not to overexplain it.

We believe marketing should be strategic, human, and honest. That belief shaped our tone: sharp, smart, and always grounded in real value.

If you’re figuring out your own voice, ask yourself:

• What do we believe in?
• What do we absolutely not stand for?
• What do we want people to feel when they read, watch, or listen to us?

Your answers become the foundation of your voice.

2. Write How You Talk

Real people connect with real voices.
That means dropping the corporate fluff and writing like someone you’d actually want to talk to.

No buzzwords. No filler. No “solution-oriented strategic synergy.” Just clarity.

At Wilson, we write like we speak: confidently, directly, and with just enough edge to feel human. We don’t waste words, and we’re not afraid to say what others tiptoe around. It’s not about being casual—it’s about being clear.

If your website sounds like a brochure but your team is full of personality, something’s off. Your voice should reflect you, not the industry default.

Here’s a simple rule: if you wouldn’t say it out loud, don’t write it.

3. Pick Your Three

Every great brand voice can be summed up in three core words. These are your tone anchors—the traits that show up in everything you create.

Ours? Strategic. Bold. Relatable.

We lead with strategy because we know what we’re doing.
We’re bold because we test new ideas and find what works.
We’re relatable because people hire people they trust.

Your three might be completely different—calm, curious, inclusive; playful, premium, efficient. What matters is that they’re true to your brand and serve as a gut check for tone.

Whenever we write something, we ask: does this sound like us? If not, we don’t publish it.

4. Test, Tweak, Repeat

Your brand voice isn’t set in stone. It should grow with you.

When we launched Wilson, we had a good sense of who we were—but we didn’t get it perfect right away. We refined our tone by testing it across real-world situations: client work, sales decks, social content, emails, even our proposals.

Some things resonated. Some fell flat.

That’s the point. The only way to sharpen your voice is to use it.

Pay attention to how your audience responds. What content gets replies, shares, or clicks? What gets ignored? Evolve based on feedback—but don’t overcorrect and lose your identity.

5. Use It Everywhere

Your voice isn’t just for your “About” page. It should show up in everything—from your homepage to your hold music.

At Wilson, our voice is our handshake. It sets the tone before we even pitch. Whether someone finds us through an Instagram caption, a LinkedIn post, or a cold email, they get a consistent experience.

That consistency builds trust—and trust builds conversions.

Every message you send is a chance to reinforce who you are. So don’t silo your voice to your marketing team. Get your sales, operations, and leadership using the same tone. That’s how your brand voice becomes a company culture.

Final Take: Your Voice Is Your Brand

Your brand voice isn’t a tagline or a slogan. It’s the thread that ties your business together. It’s what people remember when they talk about you later.

At Wilson Marketing Co., we built a voice that sounds like us so we could help other brands do the same—authentically, clearly, and confidently.

So here’s our advice:

• Be intentional.
• Be real.
• Be consistent.

Your voice is already in there. You just have to stop sounding like everyone else long enough to hear it.

Let’s tell your story like no one else can.