Brand voice is more than a set of tone descriptors and colour palettes it is a practical decision-making filter that can save teams from endless debates and inconsistent communication, says Oluwafunmilayo Ajala, Chief Storyteller at The Baruch Company Ltd.
In a recent reflection on brand strategy, Ajala highlighted a common challenge faced by communication teams: the absence of a clear definition of what it truly means to “sound like” a brand. She recalled watching a team spend 45 minutes debating a single sentence in a client announcement because no one could confidently determine if it aligned with the brand’s identity.
“Most teams build brand guidelines with fonts, colours, and vague words like ‘authentic’ and ‘bold’, then move on,” Ajala noted. “But when a message lands that makes everyone wince, no one can clearly explain why it feels wrong.”
Her solution is refreshingly straightforward: create a simple “We Are / We Are Not” list that draws clear boundaries for the brand.
Examples she shared include:
-We are direct. We are not blunt.
-We are optimistic. We are not naive.
-We are expert. We are not exclusive.
-We are warm. We are not informal.
-We are confident. We are not arrogant.
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According to Ajala, this framework transforms brand voice from a static document into a living tool. It equips teams to quickly evaluate content during high-pressure moments whether responding to a crisis, addressing an unhappy client, or pushing back on leadership statements by asking one key question: “Would we say it this way?”
“The teams that move fastest aren’t the ones with the most processes,” she explained. “They’re the ones with the clearest sense of self.”
Ajala encouraged communication professionals to take action immediately: sit with their team (or alone) and draft five “We Are / We Are Not” pairs without overthinking. The goal, she emphasised, is not perfection on the first try, but the creation of a practical filter that leads to faster, more consistent, and more authentic decisions.
Her message comes as brands across industries seek greater clarity and agility in their storytelling amid growing public scrutiny and digital noise. For Ajala, building this voice filter is the foundation that allows everything else from crisis communication to everyday messaging to follow naturally.
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