How to Know if Your Brand Has a Voice – or Just an Aesthetic

In the digital world, it’s easy for brands to fall in love with their own aesthetics. Carefully curated feeds, polished colour palettes, and striking logos often take centre stage. But while visuals can capture attention, they don’t always hold it. What truly creates a lasting connection is your brand voice.

A voice is more than just the words you use – it’s the tone, the rhythm, and the personality that make your brand instantly recognisable. It’s what makes people feel like they’re talking to a person rather than a faceless business. When a brand relies only on aesthetics, it may look good but feel hollow. There’s no consistency in the way it communicates, and often the message gets lost behind the visuals.

On the other hand, when a brand has a voice, it becomes alive. Whether through a caption, an email, or a reply to a customer, there’s a clear personality shining through. People know what the brand stands for, and they can sense authenticity. Think of those brands you recognise without even seeing their logo – that’s the power of voice.

Moving beyond aesthetics means daring to speak. It’s about choosing how you want to sound, being consistent across every touchpoint, and letting your values guide the words as much as they guide the visuals. A strong aesthetic might get you noticed, but a strong voice ensures you are remembered.