5-Step Process to Extract Your Authentic Brand Voice from Customer Interviews
I've seen it time and again. Brands spend thousands on flashy designs and clever taglines, but they're built on messaging that's been conjured up in meeting rooms rather than extracted from the people who actually love what they do.
Let me introduce you to the 5-step extraction method — a proven approach that turns customer interviews into a goldmine for authentic brand voice creation. By the end of this article, you'll have a complete roadmap to develop a brand voice that resonates deeply with your audience because, quite simply, it came from them in the first place.
Let’s dive right in.
Pre-work: Audit your current voice state (before you even think about interviews)
Before we charge headfirst into customer interviews, we need to get crystal clear on where you currently stand.
The content audit you simply cannot skip
Start by creating a comprehensive content inventory spreadsheet with these essential fields:
Content piece/channel
Primary message
Voice characteristics present
Consistency score (1-10)
Customer feedback (if available)
Performance metrics
This methodical approach to brand voice audit might seem tediously detailed, but trust me — this step separates the amateurs from the pros. You can't know where you're going until you know exactly where you are.
Get your leadership team on the same page
Your stakeholders might be living in a parallel universe when it comes to how they think your brand sounds versus what's actually being published. I've witnessed CEOs nearly fall off their chairs when shown the reality of their inconsistent messaging.
Schedule a one-hour workshop and ask these revealing questions:
"How would you describe our current voice in three words?"
"What's one piece of content that perfectly embodies our ideal voice?"
"If our competitor copied our voice tomorrow, would customers notice?"
The responses will form your baseline for the "voice perception gap" — a crucial metric for measuring brand voice effectiveness later on.
Map the competition (so you can run in the opposite direction)
Create a 3x3 grid for mapping competitor tone and personality attributes. On one axis, plot formal to casual. On the other, plot serious to playful. Then place your competitors' logos where they belong.
Where's the white space? That's your opportunity for differentiation — the place where your brand voice creation can truly shine.
Use tools like NCapture, BrandWatch, or even a simple spreadsheet to systematically analyse competitor language patterns. Look for recurring phrases, sentence structures, and linguistic devices that have become industry standards (so you can avoid them like the plague).
Step 1: Prepare strategic interview questions
Your customer interview techniques will make or break this entire process. These aren't casual chats or standard satisfaction surveys — they're strategic mining expeditions for voice gold.
Question architecture framework
Foundation questions to establish baseline perceptions
These questions form the bedrock of your brand voice research:
"When you think about our brand, what three adjectives first come to mind?" (This reveals immediate perception)
"How would you describe our brand if it were a person you know?" (This unlocks personality attributes)
"What makes our communication feel different from others in the industry?" (This highlights existing differentiation)
"If our brand were to send you a personal message, what would it sound like?" (This exposes tone expectations)
These aren't just random questions — they're carefully designed to bypass the rational brain and tap into immediate, emotional responses about your brand personality traits.
Comparative questions to establish your uniqueness
Comparison creates clarity, so ask:
"What's the difference between how we speak and how Competitor X speaks?" (Direct contrast)
"If you were to compare our communication style to a well-known brand in another industry, which would it be and why?" (Metaphorical comparison)
"What phrases or words seem uniquely 'us' versus generic industry language?" (Linguistic differentiation)
These questions provide a shortcut to understanding what elements of your current brand communication strategy are actually cutting through the noise.
Emotional resonance questions to uncover deeper connections
Now we're getting to the real treasure — the emotional connections that drive loyalty:
"What communications from us have made you feel most connected to our brand?" (Peak emotional moments)
"Can you recall a specific phrase or message from us that stuck with you? Why?" (Memorable language)
"When has our communication ever surprised you (positively or negatively)?" (Pattern interruptions)
"What aspects of our communications make you trust us?" (Trust triggers)
These questions directly correlate to customer-centric messaging development. They reveal not just what customers think, but how your words make them feel.
Action-oriented questions to link voice to behaviours
Let's connect voice to the bottom line:
"What language or tone from us has prompted you to take action or make a purchase?" (Conversion triggers)
"When you've shared our content or recommended us, what aspects of our message do you tend to emphasise?" (Viral elements)
"If you could change one thing about how we communicate, what would it be?" (Improvement opportunities)
These questions create a direct line between your brand voice development and actual business results.
Interview strategy: who, how, and with what tools
Sample selection methodology
Not all customers are created equal when it comes to voice research. Create dedicated personas for voice research (these are different from marketing personas) by identifying:
Voice-sensitive customers (those who've commented on your communication in the past)
Recent converts (who chose you over competitors partly based on messaging)
Long-term advocates (who've internalised your brand language)
For startups, aim for 8-12 interviews; for growth-stage companies, 15-20 is optimal. And remember to check demographic and psychographic diversity for voice inclusivity. Your brand voice for startups and SMEs needs to resonate across your entire audience, not just a segment.
Interview format options
Choose the right format based on your specific needs:
One-on-one deep dives (60 minutes): Best for nuanced language extraction but time-intensive
Small group discussions (90 minutes): Great for observing language consensus but can lead to groupthink
Video calls: Superior for capturing non-verbal reactions to language
Audio only: Focuses attention purely on language choices
In-person: Highest rapport but least efficient
This isn't just theoretical — the format you choose directly impacts the quality of language data you'll collect for your brand voice extraction methodology.
Technical setup details that truly matter
The tools you use aren't just administrative details; they're fundamental to your success:
Recording solutions: Zoom (simplest), Riverside (highest quality), Trint (with built-in transcription)
Transcription tools: Otter.ai (95% accuracy), Rev (99% accuracy but pricier), Temi (90% accuracy but fastest)
Note-taking templates: Create fields for immediate voice observations, standout phrases, and linguistic patterns
Your technical setup should fade into the background so you can focus entirely on active listening for voice pattern analysis.
Step 2: Conduct pattern-seeking interviews that uncover your verbal identity
Now comes the practical application of using customer interviews for brand messaging. This isn't just about asking questions — it's about creating the perfect environment for authentic language to emerge.
Interview execution techniques that go beyond the basics
Building rapport specifically for language extraction
Start with this opening script to prime your customers for language-focused responses:
"Today, I'm particularly interested in not just what you think about our brand, but how you would describe it in your own words. There are no right or wrong answers — actually, the more specific and personal your language choices, the more valuable they are to us. Does that make sense?"
This creates psychological safety for honest language feedback, essential for developing authentic brand messaging.
Active listening for voice patterns (this is where the magic happens)
Train yourself to identify:
Emotional inflection points (when their voice changes during descriptions)
Natural description mode (when they stop thinking and start speaking authentically)
Non-verbal cues that accompany important language choices (leaning forward, gesturing, smiling)
Speech pattern shifts (changes in pace, volume, or emphasis)
This focused listening is the heart of voice of customer analysis and the foundation for extracting patterns that will become your brand voice.
Advanced follow-up techniques that dig deeper
The "Echo and Expand" method: Repeat their exact phrase followed by "Can you tell me more about what you mean by that?"
The "Contrast Clarification" approach: "You said we sound [attribute]. What would be the opposite of that for a brand like ours?"
The "Scenario Simulation": "If our brand had to explain [complex topic] to a friend, what words would it use?"
Language prioritisation prompts: "Of all the ways you've described us, which feels most distinctive or important to you?"
These techniques are the difference between superficial feedback and profound insights for your brand voice framework.
Documentation framework
Real-time tagging system for interview insights
Create a colour-coding scheme for different voice elements:
Blue: Tone observations (how they perceive your emotional approach)
Green: Personality attributes (human characteristics they assign to your brand)
Yellow: Values indicators (principles they believe you stand for)
Red: Distinctive phrases or word choices (exact language to potentially adopt)
This systematic approach means you're not just collecting random feedback but creating structured data for your data-driven brand voice development.
Comprehensive "voice evidence" collection process
Implement these practical methods:
Verbatim quote capture methodology: Note exact phrases with quotation marks
Screenshot system for digital interviews: Capture facial expressions during key descriptions
Timestamp protocol: Mark recording times of significant language moments
Language extraction database: Compile all verbatim language in a searchable format
This meticulous process transforms qualitative interviews into a robust dataset for pattern analysis for brand voice.
Post-interview immediate analysis template
Immediately after each interview, spend 15 minutes completing a reflection form:
Three most striking language patterns observed
Any surprising descriptors or unexpected associations
Initial hypothesis for voice attributes emerging from this interview
Red flags for misaligned language (terms that felt forced or incorrect)
This immediate capture prevents the loss of valuable context and begins the conversion of customer language to brand voice.
Step 3: Analyse the language patterns
Now we turn raw interview data into actionable insights through systematic brand voice extraction methodology. This step transforms scattered customer language into coherent patterns that will form your voice principles.
Systematic pattern identification that reveals the hidden structure
Transcript preparation process
Start by creating a consistent format for analysis:
Clean transcripts with speaker identification
Standardised formatting for emphasis, pauses, and emotion indicators
Merged text files that can be analysed in bulk
This standardisation is crucial for accurate linguistic patterns identification.
Quantitative analysis methods that reveal what you can't see
Apply these analytical approaches:
Linguistic frequency analysis: Use tools like NVivo, MAXQDA, or even Excel to identify most common descriptors and phrases
Sentiment pattern mapping: Plot emotional connotations of language across customer segments
Word cluster visualisation: Create visual representations of language relationships using tools like WordCloud or VOSviewer
These quantitative methods provide objective evidence for your voice of customer to brand voice process.
Qualitative coding framework that brings order to chaos
Implement a three-level coding approach:
First-level coding: Initial categorisation of language by type (descriptive, emotional, action-oriented)
Second-level coding: Identifying relationships between language patterns
Third-level coding: Allowing thematic voice attributes to emerge naturally from grouped codes
For team-based analysis, establish intercoder reliability procedures to guarantee consistent interpretation of customer language. This structured approach is the backbone of professional brand voice research.
Comparative analytics that position your voice strategically
Conduct these critical comparisons:
Current voice vs. customer-desired voice gap analysis
Competitor language differentiation scoring
Industry benchmark comparison
Market positioning language evaluation
These comparisons means your emerging voice isn't just authentic but strategically valuable for your brand voice for startups and SMEs.
Collaborative synthesis process that builds consensus
Cross-functional pattern workshop structure
Run a structured 2-hour workshop with this agenda:
15 min: Setting context and reviewing methodology
30 min: Small group pattern identification exercises
30 min: Pattern sharing and clustering
30 min: Prioritisation and selection of core patterns
15 min: Next steps and responsibilities
Include representatives from marketing, customer service, product, and leadership to check your brand messaging framework has broad organisational buy-in.
Pattern validation techniques that prevent false positives
Establish clear standards for pattern confirmation:
Minimum frequency threshold (appeared in at least 30% of interviews)
Triangulation method (pattern appears across different customer segments)
Exceptional case analysis (understanding outlier language)
Red flag review (identifying potentially misleading patterns)
These validation techniques means your brand voice principles from customer research are truly representative, not just cherry-picked examples.
Visual synthesis tools that make patterns tangible
Create these visual tools to make abstract patterns concrete:
Voice attribute mapping canvas
Language spectrum positioning grid
Value-language connection diagram
Tone variation matrix across customer journey
These visualisations transform complex language data into accessible insights for your brand tone guidelines development.
Pattern to principle bridge document
Develop a transitional worksheet that includes:
Raw pattern evidence (direct quotes)
Pattern significance scoring
Preliminary principle statements
Supporting rationale from customer language
This bridge document creates a clear link between customer data and your emerging tone of voice guidelines.
Step 4: Convert patterns to voice principles
Now we transform raw patterns into a structured brand voice framework that can guide all your communications.
Structured voice framework development: building your verbal house
Voice architecture building blocks
Identify these essential components:
Core character traits: The 3-5 foundational personality elements that define your brand
Values articulation: How your brand beliefs manifest in language
Tone spectrum: The appropriate range of emotional expression for different contexts
Language territory: The boundaries of acceptable and unacceptable expression
This architecture provides the structure for a comprehensive brand messaging guide that will govern all communications.
Voice principle creation methodology
Use the "triangle" method for principle development:
Attribute: The specific voice characteristic (e.g., "Confidently helpful")
Rationale: Why this matters to customers (with evidence)
Expression: How this manifests in actual communication
For each principle, create memorable statements that teams can internalise along with effective do/don't contrasts using real examples. This method creates principles that are both inspirational and practical for brand voice implementation.
Advanced voice components that give you an edge
Develop these sophisticated elements based on customer language:
Signature linguistic devices: Unique phrases or structures that become associated with your brand
Category-specific terminology guidelines: How to discuss industry concepts in your distinctive way
Grammar and syntax preferences: Sentence structures that reinforce your voice
Reading level optimisation: Complexity calibrated to your audience's preferences
Punctuation conventions: How these elements reinforce voice perception
These advanced components elevate your brand voice creation from basic to brilliant.
Voice guide development: making it usable for everyone
Minimum viable voice guide structure
Create a lean, effective guide with:
Voice essence statement (the heart of your verbal identity in one paragraph)
Core principles (3-5 key voice attributes with examples)
Application examples (before/after samples showing principles in action)
Quick reference checklist (for daily content creation)
This approach means your brand voice template is actually used, not left gathering digital dust.
Extended voice documentation components
For more comprehensive guidance, include:
Channel-specific voice adaptation guidelines (how voice shifts across platforms)
Persona-specific language variations (how voice adapts to different audiences)
Customer journey stage voice shifts (how tone changes from awareness to advocacy)
Situational voice modulation framework (how to adjust for different contexts)
These extensions create a nuanced verbal identity that can flex without breaking.
Implementation tools that drive adoption
Develop these practical assets:
Content creator checklist derived from principles
Voice evaluation rubric with scoring system
Template language for common communication types
Troubleshooting guide for voice implementation challenges
These tools transform abstract guidelines into practical instruments for daily content style guide application.
Step 5: Implement and Validate Your Customer-Derived Voice
The final step is putting your newly minted voice into action and creating systems to maintain consistency. This is where many brand voice initiatives fail — but not yours.
Team training system that creates true adoption
Voice principles rollout strategy
Implement a phased approach:
Week 1: Leadership team training and alignment
Weeks 2-3: Core content creator intensive training
Week 4: All-staff awareness session
Months 2-3: Channel-specific implementation
This graduated approach ups the chances of comprehensive adoption of your brand voice.
Practical application workshops
Run these hands-on sessions:
Before/after rewriting exercises based on new principles
Channel adaptation simulations (email to social to presentation)
Situational voice role-playing scenarios (crisis vs. celebration)
Peer review protocols for voice consistency
These workshops transform abstract guidelines into practical skills for brand voice implementation.
Voice tools and resources to scale your efforts
Provide these ongoing resources:
Digital voice reference system (searchable guide)
Voice checking software recommendations (tone analysers)
Collaborative editing process documentation
Decision tree for voice uncertainty resolution
These resources support the ongoing application of your brand voice strategy for small business.
The bottom line
Developing a genuine brand voice isn't a luxury – it's a fundamental business asset that drives tangible results. The above process with help you create a voice that:
Genuinely reflects what customers value about your brand
Distinguishes your brand from competitors in meaningful ways
Scales efficiently across channels and teams
Evolves intelligently without losing its core
Drives measurable business outcomes
Your customers already know how your brand should sound. The question is: are you ready to listen and transform their language into your most powerful marketing asset?
I've developed this tight process to extract exactly what makes your brand special and infuse that into words. I combine my overarching knowledge of marketing, a lot of clever brand strategy, and a deep love for words to better businesses' outcomes.
If you're ready to move mountains with your brand voice, let's talk.
Amelie Pollak is a Copywriter and Brand Strategist who helps brands move mountains with winning words and mastermind strategies. Book a consultation here.
