When a customer interacts with your business online, they’re likely to move between multiple platforms – your website, social media, email, or even a printed brochure. If the voice of your brand shifts too much between these touchpoints, it can create confusion and dilute your message. Consistency is what gives your copywriting power, helping your audience recognise and trust your business wherever they encounter it.

A strong brand voice should work like a thread that ties everything together. It reflects your values, your personality, and the way you want customers to feel when they engage with you. Copywriting is the tool that ensures that voice stays clear and consistent across every channel.

Define your brand voice clearly

The first step is clarity. If your brand voice isn’t defined, it can’t be applied consistently. Creating a brand voice guide is incredibly helpful – one that spells out tone, vocabulary, and style choices.

This doesn’t need to be complicated. Decide whether your voice should sound approachable, professional, authoritative, playful, or something else entirely. Document the values you want to communicate and include “do’s and don’ts” so everyone knows what fits and what doesn’t. Once written down, this guide becomes a foundation for all future copywriting.

Provide resources that keep everyone aligned

Content is often written by different people in different teams. Without shared resources, the result is inconsistency. Building a central place where your guidelines, examples, and approved copy snippets are stored and referred to makes a big difference.

Think of it as your brand’s toolkit – a style guide, grammar notes, preferred terminology, and ready-to-use copy examples. Whether someone is writing a blog post or drafting a LinkedIn update, they’ll have everything they need to stay on-brand.

Adapt your voice for each channel

Consistency doesn’t mean uniformity. Your brand should feel like the same personality everywhere, but the expression can shift slightly depending on the channel.

• Website copywriting works best when it’s clear, structured, and focused on customer benefits
• Social media copywriting can carry more energy, humour, or conversational touches
• Email copywriting often calls for a personal, direct approach

The tone changes, but the underlying brand voice remains the same – just as a person might adjust how they speak in different settings without changing who they are.

Review and adjust regularly

Even with guidelines in place, brand voice can drift over time. A simple content audit every few months can help keep everything aligned. Check whether your website copy, email campaigns, and social posts still reflect the same values and style. Look for outdated phrasing, mixed tones, or inconsistent calls to action, then refine where needed.

Work with professional copywriters

When resources are limited, maintaining a consistent voice across multiple channels can be challenging. A professional copywriter can help capture your brand’s personality and adapt it effectively for each platform, while also ensuring your content is optimised for SEO. It’s not about creating words that just fill space – it’s about delivering copywriting that strengthens your brand and resonates with the right people.

If you’re ready to bring more consistency to your marketing, Flex Marketing can help. We specialise in copywriting that captures your unique brand voice and applies it seamlessly across every channel. Get in touch today to find out how we can sharpen your message and build stronger connections with your audience.

About Andie Johnson

Andie is the owner of Flex Marketing. Flex Marketing helps businesses grow by allowing them to have the help of senior marketing resource without needing to employ a full time marketing manager. How flexible! Part of this work involves copywriting – not only do we have expertise in it, we really enjoy it. We take on copywriting projects such as re-writing copy for websites or creating client case studies as one-off projects. You can enquire about project based copywriting here. Flex Marketing has been helping businesses in this way to tell their stories and communicate their messages since 2011 and is based in Auckland, New Zealand.