The Difference Between Voice and Brand

The other day I was talking to Justin Blackman, a former copywriter who runs an amazing workshop to help people write in the voice of their clients. If you’re not on his list, definitely check him out.

One thing Justin told me was…

the voice of the brand and the voice of the business owner are two separate things.

When writing for brand voice, it’s important to know the difference between the voice of the business owner and the voice of the brand

This was eye-opening for me because when I first heard the term “brand voice,” I thought it was about trying to sound almost like a clone of the business owner when I’m writing.

But Justin mentioned that the brand is actually a voice in its own, and the business owner has separate relationship with their audience.

For example, say a business owner runs a biz opp mastermind helping people create offers for their business. That person might have a mission for his biz opp program that he wants to get across in his copy.

However, he might have a separate newsletter he writes that is meant to be in his own voice. That individual newsletter might have a different tone and cadence from his brand voice.