FOCUS: BRAND VOICE CONFUSION | AUDIENCE: EXPERTS WITH IGNORED BRANDS
I answer 6 tough questions about why even brilliant experts may brand themselves into tight boxes … and how to break out.
I’ve worked with many experts who’ve mastered their domain … but feel limited by how they present themselves publicly. In trying to sound clear, they often sound constrained. Their websites read like résumés, their tone feels overformal, and their message ends up saying less than they know. In this post, I answer the six most common questions about how experts unintentionally box themselves in … and what to do instead.
It often comes from a fear of being misunderstood. Many experts worry that if they don’t state their niche sharply, people won’t see their value. So they lead with labels … consultant, coach, trainer, speaker. But these categories say little about how they think or why they matter. Tight definitions can make big thinkers feel small.
In trying to prove credibility, experts often flatten their personality. The result is a polished, predictable voice that feels safe but forgettable. What should feel distinctive ends up sounding like every other expert site.
It leads to sameness. If you sound like every other expert in your field, buyers can’t tell who to trust … or who feels right. Personal brand visibility isn’t just about credentials … it’s about resonance. And that comes from tone, originality, and specificity. You won’t get remembered if you don’t sound recognisable.
Boxed-in branding also limits growth. When your brand only speaks to one problem or one format … say, just coaching or just training … you close off opportunities for crossover work that could expand your impact. Precision shouldn’t come at the cost of possibility.
A lot of experts base their brand voice on how others in their industry sound. They model tone from peers, mentors, or industry leaders … often unintentionally. But what works for one person may not suit another. Voice has to be claimed, not copied.
Others mistake authority for formality. They believe sounding “professional” means sounding reserved. But most buyers don’t want distance … they want connection. A guarded tone can make a generous expert feel inaccessible.
Only if done without intention. Bold tone or unexpected narratives must still tie back to a coherent value proposition. But when done well, they amplify memorability. People buy expertise … but they connect to voice.
Experts often worry about being seen as less serious if they sound more human. But humanity is not unprofessional. In fact, it’s what builds trust fastest in crowded fields. Warmth and clarity can co-exist beautifully.
Start with your deeper beliefs, not your services. Ask what ideas you champion, what you challenge, and what lens you bring to the work. Then let that shape how you speak … not just what you say. Voice begins with worldview.
Next, edit your copy to sound like your best self in conversation. Strip jargon. Replace stiff phrases with grounded ones. Let your tone reflect how you teach, consult, or mentor in real life. Authenticity isn’t informal … it’s intentional.
Yes … especially when the shift is toward greater clarity and personality. A good rebrand doesn’t abandon what came before; it reveals it more powerfully. When you speak from a truer voice, the right people notice. Alignment attracts attention.
The key is to evolve visibly and strategically. Let your audience in on the shift. Show them not just what changed … but why. That transparency builds loyalty, not confusion. People don’t need perfection … they need coherence.
If these questions resonate, your brand voice may not be broken … but it’s likely restrained. And that restraint can quietly stall your growth. Freeing your voice isn’t risky when done with clarity … it’s your fastest path to connection. You don’t need a louder voice … just a truer one.
If you’re brand owner or manager seeking stronger brand performance, this FAQ Insight Post I wrote could interest you: “FAQs: The Risk of Muddled Brand Storylines That Don’t Add Up.“
If you’re an investor seeking momentum for your portfolio brands, this FAQ Insight Post I worked on may resonate: “FAQs: How Grand Vision Statements Can Turn Into Brand Static.“
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