How to Make Your Brand Voice Truly Inclusive
You've just spent months perfecting your brand voice. It's sharp, it's distinctive, it's you. Then someone points out that your carefully crafted words are accidentally telling entire communities they don't belong here.
Ouch.
Here's what's happening right now: someone is bouncing off your website because your language feels foreign to them. Someone else is choosing your competitor because their copy made them feel seen in a way yours didn't. The kicker? You probably have no idea it's happening.
Creating an inclusive brand voice comes down to mastering a superpower – the ability to make anyone who encounters your brand feel like you built it specifically for them.
Read on to find out just how you can do that ⬇️
What inclusive brand voice actually means
Forget everything you've heard about "politically correct" language for a moment. Inclusive brand voice is simply communication that makes everyone feel welcome at your party.
It's recognising that your audience isn't a homogeneous blob of identical people, but a gloriously diverse mix of humans with different experiences, backgrounds, abilities, and perspectives. Inclusive marketing considers diversity in all forms – age, appearance, ethnicity, gender identity, language, socio-economic status, religion/spirituality, and physical/mental ability.
Think of it this way: if you're throwing a party and you want everyone to feel comfortable walking through your door, you wouldn't just put up decorations that appeal to one type of person. Same principle applies to your brand voice.
The buying power of minority groups in the U.S. was $4.2 trillion in 2020 and is projected to reach $7 trillion by 2025. Those aren't the niche markets traditional marketing thinks they are. They're massive, thriving communities with serious spending power.
The hidden barriers your brand voice might be creating
Let's talk about the invisible walls your current brand voice might be building. These aren't intentional – they're just blind spots that happen when we write from our own perspective without considering others.
The accessibility trap
Here's something that'll shock you: the global market of people with disabilities is over 1 billion people with a spending power of more than $6 trillion. That's a market larger than the entire population of many countries, yet only 35% of marketers say their company accounts for physical ability when marketing to consumers.
Your brand voice needs to work for people using screen readers, those with cognitive differences, and individuals with varying literacy levels. This doesn't mean dumbing down your content – it means making it clearer and more accessible to everyone.
The language minefield
We've all got favourite phrases and expressions that feel natural to us. But what feels "normal" to you might be completely alien to someone from a different background. Cultural references automatically exclude everyone who is not a part of the culture that you're referencing.
This applies to everything from pop culture references to industry jargon to assumptions about family structures, economic situations, or life experiences.
The assumptions avalanche
When you write assuming everyone shares your experiences, you create copy that only speaks to people exactly like you. That's a tiny fraction of your potential audience.
Your readers could be from disadvantaged or underrepresented groups. For this reason, the pain points your writing addresses shouldn't be exclusive to privileged groups.
The building blocks of genuinely inclusive brand voice
Creating an inclusive brand voice isn't about following a rigid checklist. It's about developing a mindset that naturally considers diverse perspectives. Here's how to build that foundation:
Start with radical empathy
Empathy is the most important tool that we have as writers, designers, teachers, and humans. Inclusive writing allows us to directly connect to our audience without excluding anyone.
Before you write a single word, ask yourself: whose experiences am I not considering? Who might feel excluded by this language? What assumptions am I making? 🤔
This isn't about second-guessing every word choice into paralysis. It's about expanding your perspective to include experiences beyond your own.
Master the art of clear communication
Here's where inclusive writing and good writing overlap beautifully. The golden rules of copywriting: know your audience, use an active voice, keep things clear and concise, write headlines that pack a punch, and tell a clear story. You can also use the rules of good copywriting in accessibility.
➡️ Use plain language. Use language from an 8th grade reading level or under. Use a more conversational voice than a technical one. Make sure that you're using terms that are widely known.
➡️ Structure for clarity. Use headings, short paragraphs, and logical flow. This helps everyone, especially people using assistive technology or those with cognitive differences.
➡️ Define your terms. If you must use industry jargon, explain it. Your expertise shouldn't become a barrier to understanding.
Embrace person-first language
Instead of defining people by a single characteristic, put the person first. Say ✅"person with a disability" rather than ❌"disabled person." Use ✅"people experiencing homelessness" instead of ❌"the homeless."
By literally putting "person" first to say "a person who is blind" will help to show your brand values people over characteristics. This subtle shift in language creates massive shifts in how people feel when they encounter your brand.
Make assumptions visible and address them
When you catch yourself making assumptions about your audience's circumstances, call them out and address alternatives. For example:
Instead of: ❌"Pack your lunch for work" Try: ✅"Whether you're packing lunch for work, school, or a day out"
Instead of: ❌"Ask your partner to help" Try: ✅"If you have someone who can help"
Choose inclusive imagery in your mind
Even when you're just writing, think about the mental pictures your words create. When working on inclusive language, you'll need to review all of your company communications. This includes internal and external communication efforts.
Do your examples always feature the same types of people in the same types of situations? Mix it up. Show different family structures, career paths, living situations, and life experiences.
Technical strategies to make your voice accessible
Accessibility isn't optional anymore. Set to take effect on June 28, 2025, the European Accessibility Act will impact both public organisations and private companies with over 10 employees or annual revenue exceeding €2 million.
But beyond legal compliance, accessible communication simply works better for everyone.
Write for screen readers
About 285 million people globally are visually impaired and many use screen readers. Your brand voice needs to work when it's read aloud by assistive technology.
Use descriptive headings. Screen readers use headings to navigate content, so make them clear and logical.
Write meaningful link text. "Click here" tells a screen reader user nothing. "Download our accessibility guide" is infinitely more helpful.
Describe your visuals. If you're referencing images, charts, or graphics, describe what they show.
Consider cognitive accessibility
18% of marketers rate their company's visual, hearing, cognitive, and mobility features as ineffective. Cognitive accessibility is often overlooked, but it's crucial for truly inclusive communication.
Use consistent navigation and structure. Predictable layouts help people with cognitive differences navigate your content.
Avoid sensory-only instructions. Don't rely solely on colour, sound, or position to convey meaning.
Provide multiple ways to contact you. Some people prefer phone, others email, others chat. Offer options.
Design for neurodiversity
Neurodivergent people – including those with ADHD, autism, dyslexia, and other neurological differences – process information differently.
Break up large blocks of text. Use white space generously.
Offer content in multiple formats. Some people learn better from videos, others from text, others from audio.
Be specific with instructions. Vague directions can be confusing for literal thinkers.
How to build an inclusive brand voice style guide
Creating consistency across your brand means documenting your inclusive language choices. Here's what to include ⬇️
Define your inclusive principles
Clarity over cleverness. When in doubt, choose the clearer option.
Person-first language. People aren't defined by single characteristics.
Universal accessibility. Write for screen readers, varying literacy levels, and different learning styles.
Cultural sensitivity. Avoid assumptions about backgrounds, experiences, or circumstances.
Create your word choices
Approved alternatives:
"Everyone" instead of "guys" or "ladies and gentlemen"
"Folks" instead of "you guys"
"Team" instead of "manpower"
"Artificial" instead of "man-made"
Handle sensitive topics consistently:
Use person-first language for disabilities
Avoid euphemisms that diminish experiences
Be specific rather than vague when discussing challenges
Set accessibility standards
Structure requirements:
Maximum paragraph length
Heading hierarchy rules
Link text standards
Image description protocols
Language guidelines:
Reading level targets
Jargon usage rules
Technical term definitions
Cultural reference policies
How to keep your brand voice inclusive through time
Inclusive brand voice isn't a one-and-done project. It's an ongoing commitment that evolves with your understanding and your audience.
Regular audits
The ongoing nature of maintaining accessible content highlights the need for regular audits, updates, and adherence to evolving standards and practices.
Quarterly content reviews: Look at your recent content through an inclusive lens. What patterns do you notice? What assumptions are you making?
Audience feedback: Use surveys, interviews, focus groups, or user testing to gather insights and opinions from your target audience. Ask them how they feel, what they understand, and what they want from your copy.
Accessibility testing: Use tools like screen readers to experience your content as others do.
Team training and development
Diverse perspectives: Work with and hire a diverse team. We need to make sure that our teams reflect our society so we can write copy that addresses all of our users and society.
Ongoing education: Language evolves, and so should your understanding. Invest in training and resources for your team.
Safe feedback culture: Create environments where team members can point out exclusive language without fear of judgement.
Staying current
Follow inclusive style guides: Resources like the Conscious Style Guide and accessibility guidelines are constantly updated.
Listen to communities: Pay attention to how different communities prefer to be described and addressed.
Learn from mistakes: When you get it wrong (and you will), acknowledge it, fix it, and use it as a learning opportunity.
Ready to transform your brand voice into something truly inclusive? Whether you need a complete verbal identity overhaul or want to fine-tune your existing voice for maximum inclusivity, I'm here to help you find words that welcome everyone to your brand story.
Book a free brand voice consultation with me to create copy that connects with the diverse, brilliant humans who make up your real audience.
