In the Brisbane business scene, we see it constantly: a local trade business or professional services firm that looks great on paper but sounds like a generic AI bot in their marketing. When your brand voice is indistinguishable from your competitors, you aren’t just losing attention—you’re losing margin.
In 2026, the market is fatigued by over-polished, sterile corporate speak. Australian consumers, in particular, have a high-functioning 'BS detector'. They want to deal with people, not logos. Developing a sharp, consistent brand voice is the fastest way to build the trust dividend that turns a one-time lead into a lifelong advocate.
Here are the quick wins to define and deploy your brand voice today.
1. Audit Your 'Default' Settings
Most business owners don't choose a brand voice; they inherit one from their industry. Legal firms sound stuffy because they think they have to. Cafes sound whimsical because it's the trend.To break out, look at your last five social posts or emails. If you removed your logo, would your customers know it was you? If the answer is no, you are currently invisible. Start by identifying three words you want people to associate with your business (e.g., Direct, Witty, Expert) and three words you want to avoid at all costs (e.g., Corporate, Passive, Flowery).
2. The 'Pub Test' for Copywriting
In Queensland, we value straight talk. If you wouldn't say a sentence to a client over a coffee at a West End cafe, don't put it on your website.Actionable Tip: Read your website copy out loud. If you find yourself stumbling over multi-syllabic jargon or long, winding sentences, cut them. Transitioning from a 'company-first' perspective to a founder branding approach often helps here. When you write as a person rather than an entity, your voice naturally becomes more engaging and authentic.
3. Create a 'This, Not That' Guide
Consistency is where most SMEs fail. One staff member writes a friendly Facebook post, while another sends a formal, cold invoice. This inconsistency creates friction in the customer journey.Build a one-page reference sheet for your team. Use a 'This, Not That' format: Use: "We’ll get this sorted for you today." Don't Use: "Your request has been received and is being processed by our team." Use: "G'day/Hi [Name]" Don't Use: "To whom it may concern"
4. Leverage Sentiment to Refine Your Tone
Data shouldn't just dictate your budget; it should dictate your vocabulary. By measuring sentiment data, you can identify the specific words your happiest customers use to describe your service.If your customers constantly praise your 'no-nonsense' approach, lean into it. Use 'no-nonsense' in your headlines. Mirroring the language of your audience is the most effective way to validate their choice to do business with you.
5. The 24-Hour Vocabulary Purge
Identify the 'crutch words' in your industry. For real estate, it might be 'stunning' or 'unique'. For tech, it’s 'innovative' or 'disruptive'. These words have become white noise.The Challenge: For the next 24 hours, ban your team from using your industry’s top three buzzwords. You’ll be forced to find more descriptive, emotive, and honest ways to describe your value proposition. This immediately sets you apart from the sea of sameness.
Conclusion
Your brand voice isn't about being 'loud'; it's about being recognisable. In a digital landscape where AI-generated content is flooding every channel, a distinct, human, and local voice is your greatest competitive advantage. Start small: fix your email sign-offs, rewrite your 'About Us' page, and stop trying to sound like a multinational corporation if you’re a proud Brisbane local.Need help defining a strategy that actually sounds like you? Contact Local Marketing Group today and let’s build a brand that resonates.