Brand voice: write like one human, not a committee

What is the short answer?

Write like one confident human, not a committee. Brand voice is not adjectives on a slide — it is how you sound in the hardest sentence: the price objection, the delay email, the refund request. If those sound human, the marketing will follow.

How do you find the voice?

Steal it from your best founder moments. Record yourself explaining the product to a sceptical friend. Transcribe it. That rhythm — direct, specific, a little blunt — is the voice. Committees smooth it into nothing; protect the edges.

What are the only rules that matter?

Three: short sentences, named things, no jargon. Name competitors, numbers, and trade-offs. Ban "leverage," "synergy," and "ecosystem" unless you mean the biological kind. Specificity is the entire brand.

How do you keep it consistent?

One page, three examples, one owner. Good, bad, and banned examples beat twenty pages of theory. One person approves voice deviations. Voice maintained beats voice documented.