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Brand Storytellers, Your Brand Has a Personality Disorder. Fix It.
June 7, 2026
voice consistency is the brand
Your brand is funny on TikTok, austere on the homepage, and confused everywhere else.
That's not a voice. That's three interns and no audit. Brand voice is the single most leveraged asset most marketing teams under-invest in, and it shows up as inconsistency that erodes trust slowly across every channel. We do a brand voice audit Maven-style: rules, vocabulary, bans, sample paragraphs, and a small but rude consistency checker your team can actually use. The voice has to be specific enough to be enforceable. Vague voice guidelines protect nothing.
Vague voice · enforceable voice
| Vague | Enforceable |
|---|---|
| 'Friendly but professional' | 'Direct, dry-witted, never corporate' |
| 'Approachable' | 'Reads at 8th-grade level, uses second person' |
| 'Premium tone' | 'No exclamation points. Cormorant Infant body copy.' |
| 'Brand-on' | 'Avoid: synergy, leverage, robust. Use: build, ship, prove.' |
The voice audit (do this quarter)
- Pull copy from 5 channels: web, email, social, ads, docs.
- Read aloud back-to-back. Notice the personality breaks.
- Write three voice rules: tone, structure, banned words.
- Write three sample paragraphs each team can copy.
- Build a consistency checker (or borrow ours).
A brand voice that can't be enforced isn't a voice. It's a vibe. Vibes don't survive an intern. Rules do.
— L.A. Walton, The Book Maven
From the Maven Catalog
- Master Course — Brand Voice Audit
- eBook — Brand Voice Personality
- Toolkit — Brand Storyteller's Toolkit
- Planner — Brand Voice Quarterly Planner
Run the audit this quarter. Write the three rules. Publish the samples. The brand voice tightens fast. Trust follows.