Find Your Brand Voice: The 3-Word Challenge to Clarify Your Identity

Your brand isn’t just a logo.
It’s not your color palette, your website, or your Instagram grid.

Your brand is the emotion people feel when they interact with you. It’s the vibe your business gives off. It’s the story your visuals, words, and actions are telling—whether or not you realize it.

But here’s the kicker: that story can usually be distilled into just three powerful words.

And that’s exactly what we’re going to do in this weekend brand challenge.

Whether you run a coaching business, a boutique bakery, a lawn service, or a wellness brand—this exercise will help you simplify your message, sharpen your identity, and finally feel aligned in how you show up online and offline.

You don’t need a rebrand. You don’t need a marketing team. You just need a little time, a notebook, and an honest conversation with yourself.

Why This Challenge Matters

Most small businesses start with a spark: a passion, a product idea, a solution to a problem. But without intentional branding, that spark can get lost in the noise.

When you clearly define your brand’s tone and voice in three words, it becomes a filter for every design decision, every post, every interaction.

It keeps you from being forgettable.
It keeps you from sounding like everyone else.
And most importantly, it keeps your message clear for the people who need you most.

The Power of Three

There’s something magical about the number three. It forces clarity. It’s easy to remember. And it brings balance.

Think about these examples:

• Nike: Bold. Motivational. Energetic.

• Mailchimp: Quirky. Friendly. Helpful.

• Aesop: Sophisticated. Minimal. Natural.

• Ben & Jerry’s: Playful. Honest. Socially-conscious.

These brands don’t necessarily say these words—but you feel them in every interaction.

Now imagine your brand being that clear, that consistent.
That’s the goal of this weekend’s challenge.

Step 1: Reflect on What You Want to Be Known For

Start by asking yourself:

• What do I want people to say about my business when I’m not in the room?

• What feelings do I want my brand to create?

• If my brand were a person, how would it walk into a room?

Jot down as many descriptive words and phrases as come to mind.
Don't worry about getting it perfect. This is a brainstorm, not a branding thesis.

Examples might include:

• “Fresh, clean, and elevated.”

• “Warm, fun, and down to earth.”

• “Creative, direct, and reliable.”

Step 2: Ask Others What They See

Sometimes our customers see us more clearly than we see ourselves.

Reach out to 3–5 people who’ve worked with or bought from you and ask:
“What three words would you use to describe my brand?”

Or post a poll or question box on Instagram and collect responses from your followers.

Compare their answers with your list.
Are there overlaps? Surprises? Gaps between how you want to be seen and how you’re actually showing up?

That insight is gold.

Step 3: Choose Your Three Words

Now it’s time to distill your brainstorm and feedback into your final three.

Look for words that are:

• True to your personality and business

• Clear and easy to understand

• Distinct from others in your space

Avoid overused buzzwords like “authentic” or “innovative” unless you can back them up with real examples. Push for specificity.

Test it with this sentence:

“I want people to experience my brand as ___, ___, and ___.”

If it feels honest, human, and exciting—you’re on the right track.

Step 4: Use Your Three Words As a Filter (Expanded)

Your three words are more than an exercise—they’re a living framework for how your brand behaves, sounds, and feels.

Here’s how to use them in real, actionable ways:

Audit Your Website

Open your site and read it through the lens of your brand words. Do your visuals, headlines, and calls to action reflect who you want to be?

Example: If your brand is “clean, calm, and thoughtful,” but your site is busy and cluttered, you’re sending the wrong signal.

Action Step: Update your homepage headline or about section to better reflect one of your three words. Even a single paragraph rewrite can shift how people feel about your brand.

Evaluate Your Social Media

Scroll your last 6–9 posts. Are you consistently expressing your brand tone? If you say you’re “friendly,” but your captions sound formal or robotic, that’s a disconnect.

Action Step: Choose one of your three words and create a mini content series that embodies that tone. For example, if one of your words is “fun,” plan 3 playful, behind-the-scenes Reels or carousels that show off your personality.

Revisit Your Customer Experience

Think about your customer journey: onboarding emails, packaging, invoices, booking confirmations. Are these moments reflecting your brand vibe?

Example: If one of your words is “elevated,” but your invoice emails are basic and unstyled, it’s a missed opportunity.

Action Step: Choose one touchpoint and redesign it—rewrite your order confirmation, customize your email footer, or add a branded thank-you note that reinforces your brand tone.

Refine Your Offerings

Do your products, services, or packages feel aligned with your brand words?

Example: If your brand is “simple and focused,” but your service menu is bloated and confusing, it’s time to edit.

Action Step: Revisit your top offer. Is it clearly described in a way that reflects your brand voice? Can you trim or reframe it to make it feel more “you”?

Shape Your Future Content Strategy

Your brand words should guide not just how you write, but what you write about.

Example: If your brand is “inspiring,” share more origin stories, transformation posts, or bold ideas. If your word is “practical,” lean into how-to content and step-by-step guides.

Action Step: Plan your next blog or newsletter around one of your three words. Make it your filter for tone, structure, and subject matter. Then sign off with something like:
“This post brought to you by [your brand word] thinking.”

Bonus: Want Help Defining Your Brand?

If this challenge sparked something in you but left you with more questions than answers—good news: I help small businesses like yours find their voice, style, and visual identity all the time. If you’re ready to build something unforgettable together—reach out. Let’s make your brand feel as clear and confident as you are. Check out my site and branding services here: https://www.zachsummers.net/branding-services

Final Thoughts

Your brand is already there—it just needs a little definition.
This weekend, give yourself permission to pause, reflect, and simplify.

Three words can transform how you show up—and how your audience connects with you.

✨ I’d love to hear what you come up with. Drop your three brand words in the comments on my blog or tag me on Instagram @zachsummersdesign.

Let’s make branding personal—not just polished.

—Zach

 Photo by Anastasia Shuraeva: https://www.pexels.com/photo/white-led-light-sign-on-glass-hanging-on-gray-wall-5704731/