Most brand voices are forgettable. Not because businesses don’t care, but because they’re too scared to stand out. They cling to words like “innovative,” “cutting-edge,” and “scalable solutions,” hoping to sound professional. Instead, they sound like every other company trying to sell the same thing.
Here’s the truth: Boring brands don’t survive. In a world where customers are bombarded with choices, you can’t afford to be forgettable.
Your voice is your handshake, your first impression, your chance to connect. If it sounds like a generic auto-reply, you’re losing business before people even know what you do.
The good news? A boring brand voice isn’t a death sentence. It’s a bad haircut—it can be fixed. Let’s dive into why this happens and, more importantly, how to make it right.
How Boring Copy Happens
If your brand voice sounds like an awkward robot at a networking event, you’re not alone. Here’s why so many businesses fall into the trap:
1. Fear of Being “Unprofessional”
Somewhere along the way, we decided personality and professionalism couldn’t coexist. As a result, brands strip their copy of anything remotely interesting, leaving behind sterile sentences that say nothing.
2. Buzzword Addiction
It’s tempting to use words like “innovative,” “best-in-class,” or “end-to-end solutions.” But here’s the thing: everyone uses them. Buzzwords don’t make you sound smart; they make you sound lazy.
3. Committees That Kill Creativity
Ever heard the phrase “too many cooks in the kitchen?” The more people who weigh in on your brand voice, the more watered down it becomes. What started as bold and exciting often ends up bland and forgettable.
4. Trying to Appeal to Everyone
When you try to talk to everyone, you end up talking to no one. Your audience wants to feel like you’re speaking directly to them. If your copy feels generic, it’s because it probably is.
The Cost of Playing It Safe
Playing it safe with your brand voice might seem like the right move, but it comes at a cost:
-
People Won’t Remember You
A bland voice doesn’t stick. If your audience can’t recall what makes you different, they’ll forget you exist. -
You’ll Blend In With the Competition
If your copy sounds just like your competitors, what’s stopping customers from going to them instead? -
Your Audience Won’t Feel Connected
People buy from brands they trust and relate to. If your voice feels cold or generic, they’ll move on.
How to Resuscitate a Dead Brand Voice
1. Figure Out Who You’re Talking To
Your audience isn’t “everyone.” It’s a specific group of people with unique needs, frustrations, and goals. Write as if you’re speaking directly to one person.
- Example: Instead of saying, “Our product is perfect for businesses of all sizes,” try, “If you’re a small business owner who’s tired of wasting time on clunky tools, this is for you.”
2. Stop Being Afraid of Personality
Personality doesn’t mean cracking jokes in every sentence. It means sounding human. Add humor, honesty, or quirkiness that reflects who you are.
- Example: Instead of saying, “We provide high-quality services,” try, “We’re the people you call when you want it done right—and on time.”
3. Use Real Words
Drop the buzzwords and write like a real person. If your copy could double as a parody of corporate jargon, it’s time to rewrite.
- Example:
- Boring: “We leverage innovative solutions to drive success.”
- Better: “We help you get results. Fast.”
4. Tell Stories
Stories make your brand relatable. Instead of listing features, show how your product solves real problems.
- Example:
- Instead of saying, “Our software is user-friendly,” tell the story of a customer who used it to save hours every week—time they spent growing their business instead of fighting with tech.
5. Test Your Copy
Before you publish anything, read it out loud. If it doesn’t make you smile, feel something, or want to share it, rewrite it.
Your Brand Voice Rescue Plan
- Audit Your Existing Copy: Highlight anything that sounds robotic or overly generic. Rewrite it in plain language.
- Define Your Brand Personality: Are you funny, bold, thoughtful, or no-nonsense? Build your voice around your personality.
- Focus on Your Audience: Write like you’re solving their problem, not talking about your product.
- Get Feedback: Share your copy with a trusted colleague or even a customer. Ask if it sounds like you.
Final Thoughts: The World Doesn’t Need Another Boring Brand
Your brand voice isn’t just words on a page—it’s how people feel when they interact with you. So stop playing it safe. Stop hiding behind buzzwords and clichés.
Instead, take a risk. Be bold. Be real. And if you need help finding your voice, Carter and Quill is here to help you uncover it.
Because boring brands fade away. But unforgettable ones? They thrive.
