How Do I Define My Brand Personality and Voice?

Nov 24

You know how some brands just feel like a vibe?

They sound like a real person.
They stick in your head.
They make you say, “Damn… I like them.”

That’s not an accident.
It’s the result of a crystal-clear brand personality and voice — and it’s one of the most underrated tools you have to build trust and stand out, especially in crowded markets like Windsor, Toronto, Detroit, and Hamilton.

1. Personality First, Voice Second

Brand personality is the set of human traits your brand embodies.
Voice is how that personality speaks.

Here’s the difference:

Personality = You’re warm, direct, confident, witty.
Voice = You say things like, “We keep it simple — strategy over fluff. Always.”

You need both. One without the other falls flat.

2. Think of Your Brand as a Person

If your business walked into a party, how would people describe them?

The stylish, sharp friend who tells it like it is?
The playful creative who gets everyone laughing?
The calm, nurturing energy in the room?

That’s your starting point.

At Buttered Branding, we literally have clients create Pinterest boards to define this. Pull inspiration from brands, quotes, visuals, memes — whatever paints the picture.

3. Do a Voice Audit

If you’ve been posting online or writing emails, scroll back.
Does it sound like the same person every time?

If not — that’s why your brand feels inconsistent.

Pick 3–5 voice traits and write them down like a checklist.
Example: “Witty but not snarky, educational but not preachy, casual but not sloppy.”

Then use those traits as a filter for everything you write — from Instagram captions to proposals.

4. Tie It Back to Your Audience

You’re not creating a brand voice just to express yourself.
You’re creating it to connect.

So think about who’s listening.
If your audience is local contractors in Detroit, your voice might lean more no-BS and practical.
If you’re speaking to wellness entrepreneurs in Toronto, maybe it’s soft, intuitive, and aspirational.

Voice is about meeting your audience where they are — and standing out while doing it.

Final Take

Defining your brand personality and voice isn’t fluff.
It’s foundational.

And once it’s nailed down?
Your messaging becomes easier. Your content becomes sharper. Your brand becomes unforgettable.

This is one of the first things we do inside our brand strategy process at Buttered Branding — whether you’re launching in Windsor, scaling in Hamilton, or pivoting in Toronto.

Let’s make your brand sound like you.
Book a discovery call to get started.