One of the most common things I hear from clients, teams, and orgs alike is some version of:

“We just want our brand to sound… more human.”

It sounds simple enough. But what does “sounding human” actually mean in the world of marketing, where buzzwords and templated copy run rampant? Where brands often either sound like overly chipper AI bots or the corporate equivalent of a blank stare?

Here’s the truth: sounding human doesn’t equal using casual slang or peppering in emojis. It means conveying clarity, honesty, and emotional resonance. It’s about knowing who you’re speaking to – and why they should care.

So how do you actually get there?

1. Know Your People

Humans talk to other humans differently depending on the relationship. You don’t talk to your best friend the same way you talk to a potential investor or a volunteer on their first day.

The same goes for your brand.

Before you write a single sentence, ask:

• Who are we talking to?

• What do they care about?

• What keeps them up at night, and how are we helping?

Good brand voice starts with empathy. If you don’t understand your audience, sounding “human” is just a cosmetic layer.

2. Pick Three Words (And Actually Use Them)

I always ask my clients to define their brand voice in three distinct adjectives. Not ten. Not “approachable, authentic, professional, and fun.” Too vague.

Consider your brand’s personality. Is it bold and curious, or playful and poetic? Is it expressive and irreverent, or all of the above?

Once you land on those three words, pressure test them:

• Can you write a tweet that sounds like that?

• Can your auto-reply email feel like that?

• Can your pitch deck read like that?

If not, revisit them. Voice is a living thing, not a bullet point on a brand guide.

3. Ditch the Jargon. Seriously.

Nobody – nobody – wants to read about “cross-functional synergies” or “robust stakeholder alignment.” Unless you’re in a boardroom (and even then, let’s be real), those phrases strip the soul out of your message.

If you wouldn’t say it out loud to a smart, curious person, don’t write it.

4. Show Some Personality (Without Making It All About You)

Being human means being a little imperfect. A little quirky. Sometimes vulnerable.

Maybe your founder has a weird story. Maybe your team has a unique ritual. Maybe your origin involves climbing walls, literally or metaphorically. Use it.

Let people feel something. Not every message needs to sound like it was workshopped by a legal team. (Unless it was, in which case, make friends with Legal. Buy them coffee.)

5. Be Consistent – Not Robotic

There’s a big difference between being consistent and being uniform. Humans adapt – we shift tone depending on the moment, the medium, and the message. Your brand voice should, too.

Yes, your blog post and your error message should sound like they come from the same brain. But they don’t have to say it the same way.

Think of your brand voice like a jazz musician: knows the rules, plays with them anyway.

Final Thought

Nowadays, we’re flooded with content, ads, and increasingly decent AI, but the one thing that always cuts through is humanity. It’s rare. It’s real. And it makes people feel like someone on the other end actually gives a damn.

So if your brand voice isn’t doing that yet, it’s not too late. Be brave. Get specific. Be human.

And please, for the love of all things creative, stop saying “synergy.”