You worked hard to build a brand with personality. In the early days, your voice was distinct. It was raw. It sounded like you. Customers loved it because it felt human.
Now you are scaling. You have hired a marketing manager. You have a sales team. You have legal review.
Suddenly, your website copy sounds like everyone else. Your emails read like templates. You have succumbed to "Corporate Drift."
This is the scaling paradox. As you grow, the pressure to be "professional" strips away the very character that made you successful. You trade connection for safety.
This is a mistake. In a crowded market, a generic voice is a death sentence.
Why We Default to Boring
It rarely happens on purpose. No one sets out to write boring copy. It happens through a series of small, logical compromises.
- The Committee Effect: When five people have to approve a headline, the sharp edges get sanded off. You end up with the lowest common denominator. You get words like "innovative," "solutions," and "best-in-class."
- Fear of Alienation: You want to reach a broader audience. You worry that your specific humor or bold stance might turn off a segment of the market. So you dilute the message to appeal to everyone. You appeal to no one.
- The 'Professional' Myth: There is a lingering belief that as revenue grows, formality must increase. You stop using contractions. You start using passive voice. You sound like a bank from 1995.
"Safe copy does not sell. It simply occupies space."
The Cost of Neutrality
When you sound like everyone else, you compete on features and price.
A distinct voice acts as a moat. It creates emotional resonance. When a customer reads your copy and smiles, or nods, or feels understood, you build trust.
Trust converts. Neutrality ignores.
If you remove the logo from your website, would a customer know it was you? If the answer is no, you have a problem.
How to Scale Personality
You cannot rely on the founder writing every email forever. You need a system.
Define the Edges
Most brand guidelines list adjectives like "friendly" or "professional." These are useless. Everyone wants to be friendly.
Instead, define the constraints. Use a "This, Not That" framework:
- We are confident, but not arrogant.
- We are smart, but not academic.
- We are witty, but not silly.
Codify the Vocabulary
Create a "Bank of Words." List the specific terms your brand uses. List the terms you never use.
- Do use: Fix, build, team, help.
- Do not use: Optimize, synergy, workforce, facilitate.
Hire for Voice, Not Just Skill
When you hire writers or agencies, test for voice match. Can they mimic your tone? Skill can be taught. Voice alignment is often instinctual.
Designate a 'Voice Keeper'
One person must have veto power over copy. This is not about grammar. It is about soul. This person ensures the personality remains intact across all channels.
Scaling does not mean blending in. It means turning up the volume on what makes you different. Do not let growth silence your brand.
