3 simple tips to help you communicate the heart behind your business

DrMichaela Michaela Bucchianeri health and wellness copywriting with heart brand voice spoonful of matcha powder

What’s a brand voice?

And how the heck do I find mine?!

If you’ve ever been confused by this, you’re in good company!

Not only are we, as health and wellness professionals, unaccustomed to viewing ourselves as “brands”…

But many of us also feel puzzled by the thought of condensing our beautiful, complex, and multi-faceted selves into a single “voice”.

That was the spirit of this excellent question that one of you posed last week:

“I have lots of aspects to myself (funny, bold, calm, empathic) and it’s tough to find the right tone for my website. I tend to go too calm or too bold (but always delete the too bold). Is there a way to get clearer on tone?”


And also: YES.

Read on for 3 steps to help you get clear on your unique brand voice:

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First things first: Some definition clarification.

When it comes to copy, you’ve got your voice. And then you’ve got your tone.

Let’s start with voice:

Your brand voice conveys your brand’s personality. It’s consistent and unchanging.

Think about some of your favorite brands. Chances are, you could sum up their “personality” easily in a few adjectives…

Apple? Minimalist. Confident. Innovative.

Disney? Whimsical. Optimistic. Dreamy.

Coca-Cola? Friendly. Joyful. Nostalgic.

These descriptors are unlikely to change, no matter when you think of each brand. That’s because Apple, Disney, and Coca-Cola each has a clear, strong brand voice.

And the same is true of personal brands (like yours + mine!), too.

Awhile back, I put up a poll on Instagram, asking what words folks associate with me and my presence there.

You know which words came up over and over?

Warmth. Connection. Clarity. Accessibility. Honesty.

And wouldn’t you know? These are all words I’d LOVE to be associated with… any day of the year, no matter what I’m talking about, or to whom.

I aim to reflect these qualities, consistently, in everything I share with you.

That’s my brand voice.

So, how do you identify yours?

This is a process I walk copywriting clients through in depth, but you can gain a lot of clarity today without doing such a deep dive.


  • If you’ve got a mission statement or list of brand values, pull it up. (Don’t have one? Set a timer and spend a few minutes listing out your personal values. Then identify which ones are most representative of how you show up as a healer/helper.)
  • Come up with a list of adjectives that point back to your core brand values.
  • Refine each adjective further by differentiating it from something you’re NOT (e.g., lighthearted, but not goofy; authoritative, but not condescending).
  • Review some of your recent blog posts, Instagram captions, or other pieces of content. Pay particular attention to your best-performing content (i.e., pieces that yielded the deepest engagement). What themes do you notice in your messaging?
  • Poll your dream clients. Ask them how they’d describe you. Then ask them how they’d describe your business (e.g., your therapy, your coaching) if it had a personality of its own.
  • Organize your key findings in a simple chart, with your core brand voice adjectives on the left, and examples of copy that embodies these adjectives on the right.

want a schedule filled with dream clients?


2) Adapt your tone to suit each purpose.

Now that you’ve clarified your brand voice, let’s talk about tone.

Tone is the emotional quality or inflection that you apply to your voice. It adjusts to what’s appropriate for a particular situation or message.

See, tone is what liberates us to show up to each message we share, in all our varied and nuanced glory!

Back to our Apple example:

Apple’s voice/personality (minimalist, confident, innovative) will always come through in its copy.

But the tone will shift from one piece of copy to the next.

We’d certainly expect more excitement in an ad announcing the iPhone 37 than we would in a press release acknowledging the death of its co-founder and CEO. We’d expect the latter to convey a gentler, more reverent tone. (And it did.)

Same with our personal brands as healers/helpers.

For example, I always aim to convey warmth and connection (two aspects of my brand voice) here on the blog. So, I frequently refer to you as “friend”, because that’s what I naturally do in person.

But, the tone surrounding that word can shift considerably, depending on the situation:

Like when I’m trying to reassure you:

Trust me, friend. You’re so not alone in this.

Or when it’s time for a (caring) confrontation:

Friend, you’re better than that. 


Tone enables us to bring more depth and nuance to our writing. But because it’s layered atop the solid foundation of our brand voice, we can speak freely. Trusting that our genuine selves are coming through.


  • Brainstorm a list of possible situations you’ll need to write copy for (e.g., new client inquiry, “Friday Introduction” post on Instagram, email announcing a new offering).
  • Identify the tone that feels most suitable for each situation.
  • Draft the piece of copy as you normally would. Then, make small tweaks here and there, adjusting your word choice until the tone feels right.

3) Test, tweak, rinse, and repeat.

Now, more than ever, we’re confronted with the question of how best to show up for our people.

What do they need from me right now?

And HOW do they need me to be right now?

Please trust yourself. Speak from the heart, in the most natural way you can.

Take your best shot at adjusting the tone (without trying to become anything other than your own wonderful self).

Pay attention to how it’s landing with your audience.

And then try again next time.

That’s it. You’re doing great.

Let’s take action!

OK, here’s your action step for today:

  • Choose 1 of the suggestions above to help you get clear on your brand voice (+ tone)! 

Cheering you on!

ready to attract more of the right people to your business?



I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.

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