So many fintechs and startups invest in logos, color palettes, and fonts, only to leave their verbal identity sounding like a newspaper obituary.

Your brand voice is more than a tone—it’s how your audience feels your presence. It’s the rhythm, style, and attitude behind every word you share.

Just like you can instantly recognize Beyoncé’s or Kendrick Lamar’s voice, your audience should recognize your brand by your words alone.

If you’re unsure whether your brand voice is working, here are the red flags you need to look for—and what to do about them.

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Red Flag #1: You Sound Like Everyone Else

“Innovative.” “Disruptive.” “Next-gen solutions for modern problems.”

These are the equivalent of elevator music in branding: safe, forgettable, and wildly overused.

If your copy can be on your competitor’s site without anyone noticing, your voice has no identity.

Why This Happens:

• You’re trying to sound “professional.”
• You’re writing for investors, instead of your users.
• You’re afraid of being different.

Real-World Contrast:

• Liquid Death markets water with a metal-punk tone. Their voice is bold, loud, and entirely unique.
• Mailchimp makes email marketing fun with quirky, humorous copy.
• Apple keeps it sleek, confident, and understated.

Takeaway: Your voice should match your brand’s essence. If you’re fun, be fun. If you’re serious, be seriously clear. But don’t be forgettable.

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Red Flag #2: You Speak “Corporate” but Serve Humans

You’re not talking to a boardroom. You’re talking to people. And people want to feel something—not decode techie jargon.

The Mistake:

Using copy like: “Our platform enables seamless integration across dynamic infrastructures.”

When your customers are just trying to figure out how to send money faster.

The Fix:

Speak like a real person. Use language your customers use.

Example: Slack

“Make work-life simpler, more pleasant, and more productive.”

It’s clear, warm, and focused on what the user gets—not what the platform does.

A study by Stackla found that 88% of consumers consider authenticity important when deciding which brands to support. Why would your website or email be any different?

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Red Flag #3: Your Tone is Inconsistent Across Channels

Your website is buttoned up. Your emails are warm and friendly. Your tweets are borderline savage.

That’s not “dynamic.” That’s confusing.

Why It Matters:

A study by Lucidpress found that consistent brand presentation across channels increases revenue by 33%.

Your brand should sound like you—no matter where your customer finds you.

Great Examples of Consistency:

• Spotify is playful everywhere: Emails, app UI, and ads.
• Wendy’s owns its snark across X (formerly Twitter) and campaigns.
• Duolingo leans into chaotic humor across all platforms (even TikTok).

Tip: Create a voice guide. Define your tone, language choices, do’s and don’ts, and examples. Stick to it.

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Red Flag #4: You Prioritize Cleverness Over Clarity

Just because it rhymes or sounds clever doesn’t mean it’s useful.

The Trap:

• Jargon-filled headlines
• Overuse of metaphors or puns
• Trying to be “witty” instead of clear

“Empowering future-facing financial enablement.” ← Huh?

As Donald Miller says:

“If you confuse, you’ll lose.”

Clarity is kind. Cleverness is optional.

Example of Getting It Right:

• Affirm: “Pay at your own pace.” — It’s clear, user-first, and liberating.

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Red Flag #5: You’re Not Saying Anything New

Let’s be real—some taglines and brand statements sound like they were created in 1912 and never updated.

Most Common Offenders:

• “Smarter. Simpler. Banking.” – Ally Bank
• “Start Banking Effortlessly.” – Axos Bank
• “The future of finance is here.” – Monica Nigeria

These taglines are technically correct but creatively dead. They don’t spark imagination or loyalty; they blend in.

What Makes Them Weak?

• Lack of specificity: No unique benefit is apparent.
• Empty adjectives: “Smart” and “simple” mean nothing without context.
• Cliché structure: The adjective-adjective-noun pattern has been done to death.

Better Alternatives:

• Extra: “Build your credit with a debit card.” — Specific and intriguing.
• Stackin’: “Stop budgeting. Start stacking your money.” — Bold, rhythmic, and playful.
• Oatly: “It’s like milk, but made for humans.” — Provocative, humorous, and mission-driven.

Say something that makes people feel something.

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Bonus Red Flag: You Write for Algorithms, Not People

This one’s for the SEO-obsessed brands who forgot that humans are still the ones reading.

Yes, keywords matter. But not at the cost of sounding robotic or redundant.

“Our money transfer platform enables fast international payments and global money transfers for individuals and businesses looking to send money abroad.”

Tip: Write like you’re talking to a real person. Then optimize it. Never the other way around.

So, What Should You Do Instead?

✅ Audit Your Voice

• Review your website, emails, social captions, and app copy.
• Ask: Does this sound like the same person is talking?
• Bonus: Ask your audience to describe your tone in 3 words. If they can’t, it’s too vague.

✅ Use Voice Pillars

Break your tone down into key traits. For example:

• Playful but smart
• Direct but kind
• Casual but trustworthy

Pressure-test every piece of copy against those pillars.

✅ Keep a Copy Bank

Track the phrases, metaphors, and hooks your brand owns. These are your verbal assets. Reuse and remix them so your audience builds familiarity.

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In the End

Your brand voice is how you make people feel—before they buy from you.

If it’s inconsistent, robotic, or recycled, your message won’t stick. But when it’s clear, human, and unmistakably yours? You stand out, build trust, and connect faster. Don’t just sound “professional.” Sound intentional.

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Book a call and let’s make your voice’s first impression a lasting one.