In today’s marketing environment, brands are expected to do more than just inform — they need to connect. But for companies in traditionally formal industries, that expectation can feel like walking a tightrope. How do you sound human without losing the trust and authority your clients rely on?
The good news: being professional and being relatable aren’t mutually exclusive. The modern audience is looking for clarity, not corporate jargon. They want brands that sound like people, not press releases. In most cases, tone is the key.
Know the Difference Between Tone and Trust
A shift in voice doesn’t mean a shift in values. You don’t have to abandon professionalism to speak in a more natural, conversational way. In fact, using plain language and a confident tone can enhance clarity and build more trust than formal, stiff messaging ever could.
For example, a phrase like “Our proprietary solution offers end-to-end optimization of client workflows” may sound impressive, but it’s also vague and distant. Rephrasing it as, “We help teams work faster by simplifying the way you manage tasks,” delivers the same message in a way that’s more direct, approachable and easier to understand. The slight switch in tone results in a more human message that doesn’t sacrifice credibility.
Create Guidelines That Leave Room for Personality
A strong brand voice starts with clear guidelines, but the most effective ones are flexible. Instead of rigid rules, consider defining your voice through traits that offer direction without boxing you in. Aim to be clear, not cold; friendly, not overly casual; smart, but never showy. These kinds of parameters help your team write confidently across platforms and formats without sounding like a different brand each time.
Meet Your Audience Where They Are
Think about who’s on the receiving end of your content. Even in “serious” sectors, your audience is made up of real people who are overwhelmed by long emails and tired of buzzwords. Meeting them with clarity and a bit of personality can be the thing that makes your brand stand out.
Professionalism isn’t about sounding complex. It’s about being credible, consistent and clear. As expectations shift, the brands that will stand out are the ones that can simplify the message and make real connections without losing their edge.
