How to Find Your Brand Voice as a Virtual Assistant

If you’ve ever thought...

“Do I sound too corporate?”

“Should I be more professional, more fun… more something?”

“What even is my brand voice?”

…then this blog’s for you.

We recently sat down with brand voice strategist and communications consultant Courtney Haines to unpack all things brand personality, tone, and how to show up online without selling your soul.

Here’s what you need to know 👇

What Is a Brand Voice (And Why Does It Matter)?

Your brand voice is the tone, language, and personality you use to represent your business everywhere you show up.

Think of it like this:

• Your brand is the house.
• Marketing brings people to the front door.
• Brand voice is what makes them feel something when they walk inside.

Without a clear brand voice, you sound like everyone else.
With it, you create connection, trust, and loyalty.

And yes, even in a sea of other VAs, a strong brand voice helps you stand out.

Why So Many VAs Struggle with Brand Voice

Most VAs come from a corporate or professional background, so it’s only natural to default to “professional” language when starting a business.

But here’s the thing:
Professional doesn’t mean personality-less.

Clients don’t hire VAs just for what they do.
They hire based on who they are.

If your website, socials, or emails read like they were written by a robot, you’re missing a huge opportunity to connect.

“But Won’t I Repel People If I Show My Real Personality?”

Truth? Yes.
And that’s the point.

Trying to appeal to everyone usually means you appeal to no one.

Your dream clients are looking for someone who feels aligned. Not perfect. Not polished. Just real.

You’re not showing all of yourself - just the version that resonates most with your audience. That version might be:

• Casual and friendly
• Direct and confident
• Calm and supportive
• Bold and quirky

And if that version of you puts someone off? Great. They weren’t your person.

How to Start Finding Your Brand Voice as a VA

If you’ve ever stared at a blank Canva post thinking “What the heck do I say?”, start here:

1. Decide What Version of You Is on Show

You’re a whole human with many facets: parent you, friend you, business you.
You don’t need to show everything. You just need to show up consistently.
Pick the version of you that feels aligned with your audience and sustainable long term

2. Consider Your Ideal Client

Think about who you actually want to attract:

• Are they corporate or creative?
• Do they value structure or flexibility?
• Are they casual or formal in how they communicate? 

Now meet them halfway. That’s your sweet spot

3. Play With Language

Try writing posts or bios in different styles:

• One formal
• One chatty and casual
• One bold and punchy
  
  

Read them aloud. Which one feels natural? Which is easiest to keep up? That’s probably the one.

Let’s Talk About Vulnerability

Being vulnerable in your brand can build trust, but only if done intentionally.

Courtney’s tip: only share what you’re emotionally ready to put in front of a room full of strangers.

Just because it’s trending to “share everything” doesn’t mean you should. If you haven’t fully processed something, it’s not time to post it.

Your personal brand isn’t your entire personality on display. It’s a curated, intentional version of you.

Protect your energy. You don’t owe the internet your healing.

What About Trends? Should You Jump On Them?

Jump on them only if they make sense for your brand personality.

Courtney shared a great analogy:

Think of your brand like a house with blue walls.
Trends are like décor. If a trend (like a viral reel format or tone) complements your blue walls, great.
If it clashes completely, leave it.

Trends are tools, not rules. Your voice can evolve, but don’t chase popularity at the expense of authenticity.

“I’m Posting But No One’s Engaging!”

We get it. Crickets suck.

Don’t panic. 

Here’s a quick tip:

Find someone who fits your ideal client profile. Sit down with them (coffee bribe optional) and ask:

• What would make you stop scrolling?
• How do you like to be spoken to online?
• What kind of brands or businesses do you follow?

Pay attention to their answers and to what they don’t say.

Then tweak your tone and messaging accordingly.

Your Brand Voice Will Evolve (And That’s a Good Thing)

You’re not supposed to have it all figured out from day one.
You’re allowed to test, tweak, and grow.

The key is having a plan, even a simple one.

Start with:

• Who you're talking to
• What tone feels right
• How you want people to feel when they interact with you

Then listen. Pay attention to what lands. Keep going with what resonates.

You Are the Voice Behind the Brand

Your brand voice is one of your most powerful business tools. It helps you:

• Attract the right clients
• Repel the wrong ones
• Build trust faster
• Stand out in a crowded market
• Show up as you

You don’t need a fancy copywriter or branding expert to get started.
You just need to give yourself permission to sound like you.

Not Sure What Your Next Step Is?

Take the guesswork out of your VA journey with our Virtual Assistant Pathway Quiz.

It’ll tell you exactly where you’re at and what to focus on next, whether you’re just starting out, growing your services, or ready to scale.

🎯 Take the quiz now and stop second-guessing your next move.