FOCUS: BRAND VOICE CONFUSION | AUDIENCE: EXPERTS WITH IGNORED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I answer 6 tough questions about why new brands often misfire by talking too soon … and how to refine voice by first listening.
Many expert-led brands launch with confidence. They’ve got a strong opinion, sharp credentials, and the urge to publish fast. But the early voice often sounds off-tune or over-eager … not because they lack credibility, but because they didn’t listen first. In this post, I explore the six key questions I get asked when good experts get ignored … and why the voice they chose may be the reason.
Because you’re too close to your expertise. When founders shape brand language based only on what they know … without testing how it lands … they often create a one-way monologue. It might sound articulate, but it doesn’t echo what the audience actually wants to hear.
A powerful voice isn’t just about tone … it’s about resonance. If it doesn’t reflect lived realities, cultural cues, or unspoken customer needs, even polished language sounds irrelevant. A strong voice that doesn’t land is still a silent one.
It usually stems from speed. In the rush to launch, many brands skip the groundwork of empathic audience research. They choose cleverness over clarity … and the voice that emerges feels forced.
Another reason? Borrowed tones. I often see early-stage brands mimicking industry leaders, assuming similarity equals legitimacy. But what works for one brand may feel mismatched on another. Voice is not an outfit … it’s a fit.
Watch for these signs: you’re not getting responses, your messaging feels overexplained, and your posts get impressions but few interactions. If people say “I don’t quite get what you do” … it’s a red flag.
Sometimes the content is fine, but it lacks the emotional edge or conceptual precision to cut through. When voice confuses more than it connects, your authority stays hidden behind noise. The result? Crickets, not clients.
Yes … especially for expert brands. When confidence isn’t balanced with market empathy, it comes off as tone-deaf. A strong opening line isn’t enough if it steamrolls the reader’s real questions.
Instead of leading with “Here’s what I think,” try “Here’s what I’ve learned by listening.” It shows your insight is earned, not just asserted. Authority grows when it feels responsive, not declarative. The best voices teach by reflecting, not proclaiming.
Don’t stop speaking … start listening better. Revisit your tone by interviewing your ideal clients, auditing how competitors speak, and reflecting on what’s actually landing. This isn’t about going bland. It’s about getting true.
Then refine, don’t rebrand. A simple shift … less jargon, more generosity; less statement, more story … can breathe clarity and character back into your voice. Consistency without connection is not credibility.
It’s quiet irrelevance. You’ll post often but get little traction. Opportunities won’t convert because your voice didn’t trigger the trust reflex. And even great products or services feel invisible when no one relates to the tone.
Over time, misalignment becomes mistrust. People remember how you spoke before they remembered what you offered. That early impression is hard to undo … but easy to prevent.
If this feels familiar, don’t panic … but do pause. Your expertise is real. But your audience needs to hear it in a way that feels true to them. When brand voice starts with empathy, it ends with traction. And that traction becomes trust.
If you’re brand owner or manager seeking stronger brand performance, this FAQ Insight Post I wrote could interest you: “FAQs: Outdated Language, Lost Connection in Once-Familiar Brands.“
If you’re an investor seeking momentum for your portfolio brands, this FAQ Insight Post I worked on may resonate: “FAQs: Why a Great Product Still Feels Forgettable After Launch.“
"One BIG IDEA can turn brand stagnation into unstoppable movement. Spots are limited each week ... book your breakthrough session now."
More Breakthrough Ideas … Case Studies & FAQs … from the Brand Voice Confusion Category
Case Studies
FAQ Insights
I Bring You:
Smart insights, real-world frameworks, and idea-driven clarity – designed to help brands move.
Get my fortnightly Brand Reframe newsletter. Smart insights, distilled thinking, and focused momentum to help your brand lead.
Get my free case studies guide. Practical ideas, bold shifts, and clever transformations to propel your brand forward.
Just fill in the form to join. Get my newsletter and the guide shown alongside, all with several game-changing tips.
Just fill in this form and get this awesome guide via email. Plus … each fortnight you’ll receive my Brand Reframe Newsletter that brings you smart insights, distilled thinking, and focused brand momentum.
