Your Brand Voice Is Missing This One Thing – EP 16 (May 13, 2025)
If your brand voice sounds polished but doesn’t stick — this is why.
Today’s spark breaks down the one element most founders skip: conviction.
You don’t need to be louder. You need to sound like you mean it.
Let’s fix the flat voice problem and build the trust your brand deserves.
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"Conviction doesn't have to be loud, it has to be clear. You don't have to be spicy, but you do have to be certain."
Full transcript
Welcome back to Morning Cup of Brand Spark. Today is Tuesday, May 13th, and I'm Gina Dunn, founder of OG Solutions. I'm here to light a fire under your brand with a daily dose of bold strategy and no BS clarity. Today's spark is for every founder who's been told their brand needs a stronger voice, but nobody actually tells them where and what that actually means. And here's your spoiler.
It's not about being louder. It's about having conviction. So let's spark it up. All right, you know when you're reading someone's content and it just flattens out? Like the words are technically good. The format's clean. The visuals are pretty, but it just doesn't move you. Yeah, that's what happens when your brand voice is missing conviction. And here's the spark. Tone is nice. Humor is helpful.
But conviction, conviction is what makes people trust you enough to buy. Conviction is the backbone of your brand voice. And it's the difference between sounding like a clever marketer and sounding like a leader. So let me break it down for you. Tone, tone is the flavor of your voice. Casual, witty, bold, empathetic.
And conviction, that's the substance underneath. It's the belief system that gives your voice weight. And without it, you're honestly just writing captions. But with it, you're building trust fast.
So one of my clients had amazing visuals, well-written emails, and totally forgettable messaging. And it's not because she was bad, it was because she was scared. She was afraid to say what she actually believed in. And she was scared to name what her audience was really struggling with. And she was scared to plant a flag in her POV. So we ripped off the generic tone.
and we rebuilt her voice with actual conviction. What do you believe that most people in your space get wrong? What do you dream clients need to hear, even if it's slightly uncomfortable? And what are you just done pretending about? Her open rates increased and her voice was uncopyable at that point. Her audience was locked in.
So here's your spark check for today. Spark one, does your voice sound like you're realist, bold as self, or is it the safe version of you? Spark two, could someone else post your content and pass it off as theirs? And spark three, what truth are you still holding back in order to sound professional? Now remember, conviction, it doesn't have to mean or be loud, it has to be clear. You don't have to be spicy, but you do have to be certain.
And that's your spark for today. Conviction wins. Polish is cute, but conviction builds brands that actually last. And tomorrow we're digging into something even juicier. How to know if you've outgrown your audience and what to do about it without blowing up your entire business. Hit follow so you don't miss it. And if this episode has you questioning whether your current voice is doing your brilliance justice,
You might just want to grab the DIY brand glow up audit. It's a self led checkup that'll help you spot where your brand spark is strong and where it's kind of off. It's only 37 euros. It's powerful. And you can grab it at my website, ogsolutions.nl. Talk soon.
Key takeaways & FAQ
Five things to steal
- 01 Conviction, not volume, is what makes audiences trust your brand enough to buy.
- 02 Tone is the flavor of your voice; conviction is the belief system that gives it weight.
- 03 Safe, generic messaging often stems from fear of stating what you truly believe.
- 04 A voice built on conviction becomes uncopyable — no competitor can replicate your worldview.
- 05 Ask yourself what truth you're still withholding just to sound professional.
Frequently asked
According to brand strategist Gina Dunn, conviction is the belief system underneath your tone — the substance that gives your brand voice real weight. It's what separates sounding like a clever marketer from sounding like a leader. Without it, you're just writing captions. With it, you build trust quickly and your messaging becomes impossible for competitors to replicate.
Gina Dunn explains that technically good words, clean formatting, and pretty visuals can still fall flat when the brand voice lacks conviction. Many founders write in a 'safe' version of themselves — afraid to name what their audience is truly struggling with or to plant a firm point of view. The result is forgettable messaging despite strong aesthetics.
Gina Dunn suggests asking yourself three questions: What do you believe that most people in your space get wrong? What do your dream clients need to hear, even if it's slightly uncomfortable? And what are you done pretending about? Rebuilding your voice around honest answers to these questions makes your messaging both trustworthy and uncopyable.
Tone is the flavor of your voice — whether it's casual, witty, bold, or empathetic. Conviction is the deeper substance underneath: your actual belief system and point of view. Gina Dunn argues that tone alone is nice, but conviction is what makes people trust you enough to buy, making it the true backbone of an effective brand voice.
The DIY brand glow up audit is priced at 37 euros
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