I create brand strategies for 7- and 8-figure CEOs, Fortune 500 companies, creators, artists, and OG influencers as they redefine their online presence.
Before brand voice becomes a feeling, it’s a set of language choices you make over and over again.
Brand voice is the way you talk.
The rhythm of your sentences.
The words you reach for instinctively.
The tone that makes someone think, this feels familiar, even if they can’t explain why.
It’s the thing people are responding to when they say, “I don’t know how to describe it, but this sounds like you.”
Whether you are the brand or you’re building one around a product, a service, or a bigger vision, your voice becomes the bridge between what you believe and how people experience themselves in your world.
And that part matters more than most founders and creators realize.
Because voice isn’t really about sounding impressive or refined or elevated.
It’s about whether the person on the other side feels seen in the way you’re speaking, whether the language you’re using mirrors how they already think, how they want to see themselves, or how they hope to move through the world.
If you’re building a personal brand, your voice should sound like you, just a little more intentional, a little more grounded or humorous or chic (or whatever the vibe is!), and a little more aware of who’s actually listening.
If you’re building a brand that isn’t centered on your face (a service or CPG brand, for example), your voice still needs to feel human. It needs to feel like it understands your perfect person’s inner language, not just their demographics.
That’s where resonance comes from.
So instead of trying to find your voice, I want you to build a profile for it.
✨ Cult Brand Move To Steal: Build Your Voice Profile
Step 1: Listen for patterns
If you’re building a personal brand, start with yourself.
Look at voice notes, DMs, old captions, texts to friends, the places where you explain things when you’re not performing or trying to be “on brand.”
If you’re building a product or company, start with your people.
Read comments, testimonials, replies, and saved posts. Pay attention to the phrases they repeat when something lands emotionally, not just intellectually.
You’re listening for patterns here… certain words, rhythms, or turns of phrase that feel like they belong together, like they already live in the same world.
Highlight what feels magnetic.
Not aspirational. Not impressive.
Just familiar in a way that feels charged.
Step 2: Build the profile
Be specific enough that you can make decisions from it later.
Ask yourself:
Tone
How does it feel to be in your brand’s presence?
(for example: warm, direct, intimate, grounded, observational, playful, restrained)
Persona
If your brand were a person, who would they be?
(for example: The friend who always knows what to say without overexplaining. The creative you’d follow anywhere because you trust their taste. The expert who doesn’t need to convince you.)
Don’ts
Words, tones, or phrases that immediately break trust for you.
The language you never want associated with your brand, even if it’s popular.
Inspo
Cultural references that guide the feel of your voice, not templates to copy, but atmospheres you recognize yourself in.
One practical tip here: if you paste a few samples of your writing into ChatGPT and ask it to describe your voice (not rewrite it), you’ll usually see patterns you couldn’t quite name on your own.
Once this profile exists, it becomes a quiet decision-maker behind everything you create — captions, emails, product descriptions, even how collaborators or AI tools write on your behalf.
🔒 No Gatekeeping Strategy: Sticky Language
Sticky language is the collection of words, phrases, or ideas your brand becomes known for — the ones your audience starts using themselves because they feel useful, accurate, or identity-affirming.
It’s not just branding. It’s shorthand.
Think about phrases like “quiet luxury” or “glazed donut skin.”
They work because they compress an entire worldview into something simple enough to repeat, while still carrying emotional and cultural weight.
This is how in-groups form.
Online communities have done this forever.
Luxury brands do it through sourcing language and provenance.
Cult-status brands do it through repeated phrases, inside jokes, and recognizable points of view.
When your language sticks, a few things happen at once:
People remember you more easily.
They know how to talk about your work.
They feel like they’re part of something, not just consuming content.
You repeat the same language consistently, without swapping it out for synonyms.
You reinforce it by building stories, examples, or moments around it.
And you notice when your audience starts using your words back to you, resharing them, replying with them, adopting them as their own.
That’s when language stops being marketing and starts becoming identity.
If this opened something up for you and you want to keep exploring voice, culture, and language in a way that feels thoughtful instead of tactical, I’m going to leave you with a playlist from the Unschool podcast that goes deeper into these ideas.
And if you take one thing from this issue of the Unschool Newsletter, let it be this:
The people you’re meant to reach already know how to hear you.
Your job is to stop translating yourself into something safer or more forgettable.
p.s. need help with your visual content too?
Start by taking our Signature Aesthetic quiz. It's 3 minutes to get super clear on your content aesthetic and brand archetype.
🧠 Smart Girl Opportunities: Creator to CEO with Girls Club & Flodesk
If you need help with cult branding, content, workflows, and email funnels, I'm hosting a free Creator to CEO workshop (sponsored by Flodesk!) in partnership with my biz bestie Alex of Girls Club on 12/30!. Sign up to get an invite.
ICYMI: Angel Investing 101
We hosted a workshop with our community interested in Angel Investing.
If you missed it this session is for both founders and potential investors learning more about what it takes to grow a brand from an investor POV.
For context, not as a promise, but as a reference point, brands in the beauty industry have shown what’s possible under the right conditions:
Supergoop! reached a reported $600–700 million valuation when Blackstone Growth acquired a majority stake.
Drunk Elephant was acquired by Shiseido in a deal valued around $845 million.
Aesop secured one of the beauty industry’s largest acquisition valuations, illustrating how a brand with clear identity, disciplined positioning, and cultural relevance can scale into a global powerhouse.
💌 Want to know more about investing in Casa Noon?
I’m preparing to open an SPV for aligned community members who want to back what we’re building—and be part of the story. Email me at [email protected], and I’ll share the details when they’re ready.
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