Brand voices are blending together - here's how to make yours heard

"As you browse your social media feeds or check out billboards on a leisurely drive, you might notice a recent phenomenon: Everything seems quite, well, similar. "If you go to the comment section of any viral post right now, all the brands are commenting and they all sound exactly the same," says Rachel Karten, a social media consultant and author of the popular industry newsletter Link In Bio. If you run a business, it's more important than ever to carve out a distinct brand identity-and your brand's voice, or how you express your brand's values, point of view, and attitudes, is key. "Brand voice can be the differentiator when every brand sounds the same," Karten says."

"Eighty-eight percent of consumers say trust is important or a deal breaker when it comes to brands they buy or use, according to communications firm Edelman's 2025 Trust Barometer, with a majority of consumers saying they expect brands to make them feel good, educate them, and provide them with community. Shopify spoke with Karten, as well as Arin Delaney-co-owner of Fonzie, the agency behind the brand voices of Rhode and Reformation-for valuable tips and insights on how brands can stand apart in a sea of digital sameness."

Many brands increasingly sound alike across social feeds and advertising, making distinctiveness crucial. A clear brand voice communicates values, perspective, and attitudes, and serves as a key differentiator. Consumers prioritize trust, with 88% calling it important or a deal breaker, and expect brands to make them feel good, educate them, and provide community. Developing a unique voice begins by defining the values, goals, and points of connection that set a brand apart. Translating those elements into a verbal identity—persona, messaging pillars, and style rules—creates a living system that fosters recognition and loyalty across channels.

Read at Miami Herald