People agonize over brand voice like it's a personality they have to invent. It isn't. You already have a voice — it shows up the moment you stop performing and actually talk to someone you want to help.
Find the emails you've written to your favorite customers. Read the captions you wrote when you weren't overthinking. That's the voice. The job isn't to create it; it's to notice the patterns and write them down so anyone on your team can sound like you.
We usually capture it as a short list: words you love, words you'd never say, and three example sentences that feel unmistakably you. That's it. A voice guide that fits on an index card beats a forty-page document nobody opens.