Brand Voice in 2025: You Can Hear a Brand Before You See It

You can recognize a brand before you even see its logo — just by the way it speaks.

There’s power in a brand’s voice, and in 2025, it matters more than ever.

We often look to visuals to guide us through the branding process, but today, people follow your tone, language, message, and personality. They want a brand that not only looks authentic, but sounds human. We look for brands that, through their voice, make us feel like we can trust them, relate to them, and recognize them by their sentence cadence.

While diving into a few recent reports on branding and digital communication, there are 3 things I want to share with you.

1. Brand voice is the new face of a brand’s identity.

Fonts and color palettes are what initially draw our attention to a brand, but they can be easily replicated- tone can not be. In 2025, people connect with language primarily, especially on platforms built on words: Instagram captions, newsletters, websites, and LinkedIn. A strong voice for your brand is an essential part of your business design.

2. Consistency creates connection

Your favorite brands don’t just post often, they speak the same way across every touchpoint- their website, email, captions. You feel like the same person is talking to you, despite of who is behind the screen, and that’s what builds trust.

3. AI can write copy, but it can’t write identity.

I always advocate for the use of AI as a tool. AI can summarize, rephrase, or even speed up the process when you’re meeting a deadline, but AI can’t express voice. Voice that comes from real experiences, perspective, humor, and empathy. These come from people, the same people who have curated the brands you know and love.

Final Thoughts

If you’re building a brand, don’t just ask: What should it look like?

Ask: What should it sound like? Who am I speaking to? What message do I want my words to convey? How can I earn my customers’ trust?

Visuals may catch our attention, but voice is what turns curiosity into a loyal client.

Do you think you could recognize your favorite brands just by their copy?