What Makes a Brand Voice Sound Natural in English

Have you ever read something and instantly think, “Yeah, no one talks like that”? Well, there’s that weird, overly formal tone, or the clunky grammar, or the buzzwords stacked on top of each other like a sad sandwich of nonsense (that might sound silly, but yeah, it’s pretty much true).

But honestly, that’s what happens when a brand voice doesn’t feel natural, and it makes people tune out fast. When it comes to professional sounding English, well, like any language, there’s an art form to how to speak to the masses. You need to sound natural, but not too laid back, but not too rigid either. Basically, as generic as it all sounds, there has to be some balance to this.

Now, circling back, there’s some truth m that you need to understand, even if the product or service is solid, the way a brand speaks can make or break the connection with the reader. And for non-native English speakers, finding that balance between professional and relaxed can be tricky (and again, it’s like an art form you need to master). You want to sound confident, clear, and friendly, but not like you’re trying too hard.

Speak Professionally at the Office (Not a Robot)

You Have to Get Rid of the Corporate Robot Voice

So, it’s best we start off with this one, because this is usually where it gets tricky. Some English phrases sound great in theory but feel stiff in practice. For example, things like “We endeavor to provide excellent solutions” or “Our esteemed clientele enjoys tailored services” are technically correct, but they’re not the way people talk or write emails that get read. It just feels off, you know? Instead, you want something less fancy, more real, and overall, a bit more simplistic.

You Have to Know When to Be Formal

You don’t need to write like you’re applying for a job at Buckingham Palace. In fact, most brands that feel natural know when to drop the formal tone and just talk to people. Just go ahead and think about the difference between “Please be advised that your payment was not received” and “Looks like the payment didn’t go through. Mind checking again?” So, what do you see here? Well, one sounds cold. While the other sounds helpful.

So, the trick is reading the room. You just need to know your audience and match their energy. If you’re writing for busy entrepreneurs, don’t bore them. You need to have a friendly approach to this.

Use Tools to Help You Learn the Rhythm

Sometimes, it’s not just vocabulary that makes writing sound off. It’s rhythm. Just keep in mind that natural English has a flow to it, and once you get the hang of sentence patterns and transitions, it starts to click. Actually, taking a good writing class can help, especially one that focuses on marketing.

Professional Speaking Strategies: Your Secret Weapon For Growth

Well, any business-oriented class will help, of course, with getting an idea of what’s write or wrong. For example, an email marketing course can teach you how to write copy that feels smooth, but there are plenty of other business and marketing-oriented courses. But all of them will really emphasize that the brand voice needs to be strong and natural sounding.

Read It Out Loud

Well, one of the easiest ways to check if your writing sounds natural? Say it out loud. Yep, really, it’s just that simple. So, if you feel silly or confused reading it, your audience probably will too. It should feel like a conversation, not a speech. Like something you’d actually say if someone were standing right in front of you. Again, this is how you make it sound natural.