43. How to Find and Use Your Brand Tone of Voice: Practical Copywriting & Storytelling Techniques with Val Casola
- Brittany Miller
- Jan 30, 2024
- 12 min read
Updated: 4 days ago
The phrase brand tone of voice gets tossed around a lot in marketing conversations — and with good reason. Your brand tone of voice is the invisible thread that ties together every sentence you publish, every email you send, and every social post you make. When it’s clear and consistent, your messaging attracts the right clients, repels the wrong ones, and makes selling feel easier and more fun.
This blog walks through simple, actionable copywriting and storytelling techniques that Val shares in our conversation on the Go Get Great podcast. She'll help you discover, document, and use your brand tone of voice across websites, emails, and social media
If we haven't met yet, I’m Brittany, an online marketing strategist for female entrepreneurs. I teach women how to make their entrepreneurial dreams a reality through smart, actionable marketing strategies that get them seen, loved, and paid. Whether you’re eager to DIY your way to success or hire professionals to help you along the way–my goal is to make sure you walk away with the clarity you need to see the results you desire and build a life you love.
Meet Val Casola
Val Casola is a copywriter and brand storyteller for service providers. She helps female entrepreneurs refine their digital presence and align their brands with messaging that helps them stand out in their industries, sell their services confidently, and attract and book the clients they really want to work with.
Table of Contents
Why copy matters: how copywriting supports your Business goals
Before you invest time into systems, ads, or content schedules, make sure your words are doing the work. Copywriting isn’t just a decorative layer — it’s the foundation for every business goal you set. Strong copy helps in three key ways:
Confidence to show up consistently: When you know what to say and how to say it, showing up becomes enjoyable. Your brand tone of voice helps you publish without second-guessing every post.
Attracting the right people, repelling the wrong ones: Specific, honest messaging signals who belongs in your world. Proper use of your brand tone of voice acts like a filter.
Clarity about your reputation: Words decide how people remember you. Your brand tone of voice shapes whether you’re seen as professional, playful, nurturing, bold, or something else entirely.
If one of your goals is to book more of the clients you actually want, or to stop wasting time explaining what you do, start with the words you’re using. Think of copy as the nervous system of your business — it connects intention to action.
What exactly is brand tone of voice?
Brand tone of voice is the consistent way your brand communicates. It includes vocabulary, sentence length, rhythm, and the emotional stance you take with your audience. Tone isn’t just “fun” or “serious”; it’s how you make people feel and what you let them expect when they interact with you.
People often ask: “How do I even define my brand tone of voice?” The short answer: stop focusing on yourself and start focusing on the person you want to serve. When you make their experience central, tone becomes less about you and more about the relationship you want to build.
Quick differences to clarify
Voice — the overall personality of your brand (consistent across channels).
Tone — how that personality adjusts depending on context (email vs. Instagram caption vs. sales page).
Brand tone of voice — the combined result: a repeatable, recognizable way of communicating that supports your business goals.
Val explains this even more in the full episode of Go Get Great which you can listen to here 👇🏻
Practical exercises to discover your brand tone of voice
Finding your brand tone of voice doesn’t have to be scary. Here are practical exercises that demystify the process and make it enjoyable.
1. Talk to your ideal client — out loud
Imagine your ideal client sitting across from you at a coffee shop. They’re frustrated, stuck, or overwhelmed. What would you say to encourage them? When copywriters ask clients to have that heart-to-heart, the answers are gold. Answers reveal how you naturally speak to people you want to serve — and that’s the best raw material for your brand tone of voice.
2. Steal from your relationships
Think about how you talk to friends, family, or coworkers when you want to comfort, motivate, or teach. How do you open a conversation? How do you sign off? Which phrases recur? Those patterns are often the most authentic expressions of your brand tone of voice.
3. Write a mini-script for greetings and sign-offs
Small, repeatable pieces of copy — a greeting line, a way to sign off, or a nickname for your community — are the simplest places to start applying your brand tone of voice. Decide how you want to say “hello” and “goodbye” and use those lines widely.
4. Use eyebrow copy to experiment
On websites, eyebrow copy sits just above the main headline. It’s a playful, low-stakes place to insert personality. Try a few eyebrow lines and test which feel natural and which attract the responses you want. This helps you apply and refine your brand tone of voice without rewriting your entire site.
How to implement your brand tone of voice in copy — a step-by-step approach
Once you’ve discovered phrases and attitudes that feel authentic, the next challenge is consistency. Here’s a repeatable workflow to make your brand tone of voice part of everything you write.
Document your phrases — Create a simple doc with greetings, sign-offs, and three adjectives that sum up your voice. Reference it before you write.
Write as if to a friend — When drafting emails or captions, picture your ideal client as a friend who needs your help. This keeps tone conversational and human.
Repeat intentionally — Repetition builds recognition. Use your signature phrases across emails, social posts, and your website.
Audit quarterly — Revisit your voice doc every few months. Keep what’s working, toss what feels forced, and add new phrases that emerge naturally.
Consistency is rarely about constant reinvention. It’s about repetition — using the same verbal cues until your audience associates them with you. That’s the power of a defined brand tone of voice.
Storytelling: the simplest route to connection
Storytelling in marketing often sounds intimidating: you might think you need an epic narrative, a dramatic event, or a polished TED Talk-style tale. In reality, most persuasive stories are simple glimpses of life that show you understand the audience’s world.
At its core, storytelling is connection. It’s about sharing real-life moments that let people see themselves in your words. You don’t need to be a master novelist — you need to be human.
How to structure a short story for a post or an email
When you sit down to add a story to an email or an Instagram caption, follow this tight flow:
Start in the middle: Open with a moment in action — this creates an instant hook.
Show relevance: Explain why this moment matters to the point you’re making.
Teach the takeaway: Connect the experience to a lesson, insight, or call-to-action.
Example: recall boiling pasta and noticing small black bugs rising to the surface. It’s not glamorous, but it’s a concrete moment that segues perfectly into a message about pantry organization. The point is clear: real moments, tightened to the relevant insight, work better than exhaustive backstory.
Is there such a thing as too much storytelling?
This was a question I asked Val out of genuine curiousityand I loved her answer. It's only too much storytelling if the story distracts from your point. Long-winded exposition that loses the connection to what you want the reader to do or feel is the main risk. Keep stories specific and tied to a clear takeaway — then you can tell lots of them. Frequent storytelling is usually an asset, not a liability.
Four storytelling types every service-based business should use
To systematize storytelling on your website and in email, think in four story categories. These each serve different conversion needs and together create a rich, compelling narrative for visitors.
1. Your story
Who are you? Why did you start this business? What drives you? Your story builds trust and personality. But remember: on marketing pages, your story should always be framed in the context of how it serves the client — not as a CV. When you tell your story through the lens of client benefit, it becomes persuasion, not biography.
2. Your ideal client’s story
Write from the perspective of your ideal client’s current reality. What are they struggling with? What have they tried that failed? This is the story of recognition — you want visitors to read and think, “That’s me.” Showing that you understand the client’s lived experience is one of the fastest ways to build rapport and permission to sell.
3. The transformation story
This is the most important story for conversion: what does life look like after working with you? Paint the before and after clearly. Describe the practical outcomes and the emotional benefits. Your hero headline and hero copy should hint at this transformation immediately — it’s what gets people to stay and explore.
4. Impactful moments
These are short, sensory stories — the small scenes that make your client’s life feel real. The lost permission slip, the missing birthday candles, the messy garage that ruins mornings. These tiny vignettes help people see themselves in your messaging and emotionally recognize the need for your solution. They’re perfect for emails and social media because they’re bite-sized and relatable.
Where to place stories on your website
Not every page needs every kind of story. Use this map to place stories where they do the most work.
Homepage hero headline: Lead with the transformation. Make the hero copy about what someone gets when they work with you.
About page: Tell your story through the lens of what it means for the client. Use this space to humanize, but keep it conversion-focused.
Contact page: Add a mini about or a short transformation reminder near the inquiry form. People visiting contact are often deciding whether to take the leap — reinforce trust and provide a quick reassurance.
Services pages: Blend transformation stories with client scenarios to show exactly how your service solves real problems.
Copy tips you can implement today
Here are practical copywriting actions you can apply in under an hour to strengthen your brand tone of voice and make your marketing more effective.
Audit for “about me” density: If your about page reads mostly like a resume, convert parts of it into benefit-led storytelling. Shift from “I did X” to “So you won’t have to deal with Y.” Your marketing should be 90% about the client and 10% about you.
Create a voice cheat sheet: List three adjectives for your voice, five repeatable phrases, and two greeting/sign-off examples. Keep this in a single file you consult before writing.
Write one eyebrow line: Test a casual line above your headline that reflects your voice. Eyebrow copy is low-stakes but high personality.
Shorten your stories: Edit stories to start in the middle and end with the lesson. Remove excessive background that doesn’t support the point.
Use micro-stories in email: Drop a one-sentence scene in your emails to anchor your tip or CTA. It boosts memorability and connection.
Repeat your signature language: Use a core phrase or promise across pages and emails until it becomes associated with your brand.
These small changes compound fast. The goal is to make your brand tone of voice both recognizable and useful — a tool that smooths the path from discovery to inquiry.
Common mistakes and how to avoid them
Even skilled entrepreneurs stumble when it comes to copy and storytelling. Here are common traps and how to fix them:
Trap: Treating marketing like a resume. Fix: Reframe credentials as proof points connected to client outcomes.
Trap: Overcomplicating tone discovery. Fix: Use quick exercises (coffee-shop conversation, voice cheat sheet) to extract your natural voice.
Trap: Telling long stories without a clear point. Fix: Edit to one clear takeaway; ensure the narrative ties directly to an action or insight.
Trap: Not setting boundaries with clients early. Fix: Define scope, timelines, and communication expectations before starting work; this prevents burn-out and preserves energy to refine your messaging.
"Your marketing is 90% about your client and 10% about you."
This quote of Val really resonated and encapsulates the most powerful shift you can make. Make your copy about the person reading it and watch your conversion improve — and your marketing feel less awkward.
Content planning with brand tone of voice in mind
Once you know your voice and the stories you want to tell, layer them into a content plan that balances education, connection, and offers. A simple monthly plan might look like this:
Week 1: Long-form educational post (transformation-focused) — hero messaging with clear benefits.
Week 2: Short story email (impactful moment) — one-sentence scene + tip.
Week 3: Social carousel on process (ideal client story + proofs).
Week 4: Soft offer (case study or client transformation) using your brand tone of voice to guide the call to action.
By intentionally choosing the type of story and the tone for each piece of content, you control how consistently your brand is perceived. The repeated use of your signature phrases and structures builds familiarity — and familiarity drives trust.
Measuring success: what to look for
How do you know if your brand tone of voice and storytelling are working? Look for behavioral signals:
Higher open rates on emails with personal stories.
More comments and saves on social posts that include impact moments.
Fewer off-target inquiries and more messages from clients who clearly fit your niche.
Shorter sales cycles when transformation is emphasized in hero copy.
Numbers matter, but qualitative feedback is equally valuable. When clients tell you they resonated with a story, or when you notice language from your copy reflected back in client messages, that’s a sign your brand tone of voice is doing its job.
How to keep evolving your brand tone of voice
Brands are living things. Your tone will evolve as you and your audience change. Keep a simple routine to keep your voice fresh and relevant:
Save examples of copy that performs well and note why — which tone did you use?
Every three months, review your voice cheat sheet and add or remove phrases.
Run A/B tests on eyebrow copy, subject lines, and hero headlines to see which tones connect.
Ask clients how they describe working with you — then match the language they use in your copy.
This cyclical approach keeps your brand tone of voice aligned with the market and helps you stay both authentic and strategic.
Final checklist: put your brand tone of voice to work this week
Use this quick checklist to move from theory to practice in seven simple steps.
Create a voice cheat sheet with three adjectives and five signature phrases.
Write a coffee-shop script: what you’d say to your ideal client in person.
Draft one eyebrow line and one hero headline focused on transformation.
Edit an existing story to start in the middle and end with a lesson.
Add a mini about section to your contact page under the inquiry form.
Drop an impactful moment into your next email and measure engagement.
Repeat one signature phrase across two channels this week.
Do these seven actions and you’ll have stronger, more consistent messaging across your online presence. Small steps compound into a brand that feels familiar, trustworthy, and unmistakably you.
Frequently Asked Questions About Your Brands Tone of Voice
How do I start defining my brand tone of voice if I feel awkward writing about myself?
Stop centering the work on yourself and instead imagine a conversation with your ideal client. Ask yourself what you would say to them if they were sitting across from you, discouraged and needing guidance. Capture that natural language — it’s often the most authentic expression of your brand tone of voice.
Can the brand tone of voice change across platforms?
Yes. Your overall brand voice should remain consistent, but tone can shift depending on the platform and context. Use a more casual tone for Instagram, a slightly more formal tone for sales pages, and a friendly but concise tone for emails. The core personality, however, should remain recognizable.
How often should I repeat signature phrases?
Repetition builds recognition. Use your signature phrases consistently across channels — in headlines, email intros, and social captions — until your audience begins to associate those phrases with your brand. Quarterly audits help decide whether to keep or retire phrases.
What types of stories should I avoid in marketing?
Avoid stories that are long on extraneous detail and short on relevance. If a story doesn’t clearly connect to the lesson or action you want the reader to take, trim or remove it. Also, steer clear of stories that unintentionally shame or exclude your ideal client.
How can I measure whether my brand tone of voice is working?
Track both quantitative and qualitative data: email open and click rates, social engagement, and the relevance of incoming inquiries. Monitor comments and messages for language that mirrors your copy — that’s a strong indicator your brand tone of voice is resonating.
Parting thought
Your words are the single most important asset in your online business. A clear brand tone of voice makes your life easier, attracts better clients, and turns marketing from a chore into a conversation. Start small, be consistent, and focus on the person you serve. Over time, those intentional words become the reputation that grows your business.
If you take away one thing: make your marketing about the client first. When you do, your brand tone of voice will naturally become the bridge from curiosity to conversion. You can also connect with Val for even more copywriting insight and check out her incredibly helpful copywriting templates!
Episode References
Website Copy Templates from Val Casola Writes:
*These are affiliate links, meaning I earn a small commission if you decide to purchase through them at not additional cost to you. Thank you for supporting my work!
Meet Val
Come say hi!
Give us a follow if you're ready to take life from good to great, you'll be the first to know when we share more about motherhood and business. If it really resonated, the kids and I would do a happy dance if you left us a review 💗 ~ Brittany
00:00 Intro
2:45 How copywriting can support your goals in 2024
5:00 Defining brand voice
11:30 Storytelling in your business
27:15 Copy tips you can implement today
28:45 Biggest failure & learnings
31:00 Wrap up
Comments