Find Your Brand Voice: A Step-by-Step Guide to Authentic Personal Branding

You’ve probably heard this before: you need a personal brand.

But what does that actually mean? And more importantly, how do you build one that doesn’t feel fake?

I’ve been working with small business owners in Santa Monica and West LA for years now, and I keep seeing the same thing: people who are incredible at what they do—talented bakers, thoughtful bookkeepers, passionate dance teachers—but they freeze when it comes to talking about themselves online. They either try to sound like what they think a “business” should sound like (stiff, corporate, not them at all), or they just… don’t show up at all.

I get it. I’ve been there too.

When I started Ube Bread, I had to figure out who I was as a designer, as a business owner, as a Filipina-American mom of four trying to carve out space in an industry that didn’t always see people like me. It took time. It took asking hard questions. And it took letting go of what I thought I was supposed to be.

So this guide? It’s not about marketing tactics or growth hacks. It’s about the deeper work—the kind we do together when a client sits down with me for the first time and we talk about their story, their values, and what they really want to build.

Think of this as us having that conversation. Just you and me.

Step 1: Begin with Your Story

Before we design anything, before we write your bio or plan your content—let’s just sit with your story for a minute.

I always start here because your story is the foundation of everything. Not your resume. Not the polished version you think people want to hear. The real one.

What have you been through? What shaped you? How did you get here, and what keeps you going even when it’s hard?

When I work with clients, I ask them to tell me about the turning points. The moments that changed something. Maybe it was a struggle that taught you resilience. Maybe it was a person who believed in you when you didn’t believe in yourself. Maybe it was realizing you couldn’t not do this work.

For me, it was being a single mom in college, studying product design while raising my son. That experience taught me that creativity is powerful, education should be accessible, and everyone deserves the chance to build something meaningful. That’s still what drives everything I do at Ube Bread.

Brené Brown, has spent years researching vulnerability and courage, and one of her most powerful insights is this: the stories we tell ourselves about our struggles shape how we show up in the world. When you own your story—the real one, not the sanitized version—you give others permission to do the same. That’s what creates genuine connection.

Here’s what I want you to do:

Set a timer for 10 minutes. Write about the moment you decided to start this work—or the moment you realized you couldn’t not do it. Don’t edit. Don’t worry about making it pretty. Just write.

You don’t have to share all of it publicly. But you need to know it. Because when you understand your own path, you can lead with clarity—and that kind of resonance can’t be faked.

Step 2: Define Your Core Values

Okay, so we’ve talked about your story. Now let’s talk about what you stand for.

Values aren’t just nice words you put on your website. They’re your internal compass. They’re what guide your decisions when things get complicated—when a client wants you to do something that doesn’t feel right, or when you’re choosing between two paths and you’re not sure which one aligns with who you are.

Here’s something most branding guides won’t tell you: you don’t need to pick values that sound impressive. “Innovation” and “excellence” might look good on paper, but if they don’t make your heart skip a beat, they’re just decoration.

Think of the brand, Patagonia. Their brand isn’t built on “quality outdoor gear” (though they make that). It’s built on environmental activism, radical transparency, and a willingness to tell customers not to buy things they don’t need. You can feel those values in every product tag, every email, every Instagram post. That’s what happens when your values actually guide your decisions.

Seth Godin reminds us that a brand isn’t what you say it is—it’s what your customers say it is based on what you do. Your values aren’t just words on your website. They’re the choices you make when no one’s watching, the clients you say yes to (and the ones you turn away), and the way you show up when things get hard.

For me at Ube Bread, my values are authenticity, community, warmth, purpose, and empowerment. Those words mean something specific to me. Authenticity means I won’t work with a client if I have to pretend to be someone I’m not. Community means I prioritize local, values-driven businesses. Warmth means I bring empathy into every interaction, even the hard ones.

Here’s what I want you to ask yourself:

• What do I stand for?
• What do I want to protect, champion, or uplift?
• What kind of impact do I want to make?

Choose 3–5 values that feel non-negotiable. Write them down. You’ll return to these again and again as you shape your brand voice, your partnerships, your presence.

Step 3: Know Your Strengths & Clarify Your Positioning

Alright, let’s talk about what you’re really good at.

Every strong personal brand is built on a specific kind of value. What do you offer that others don’t? What do people naturally turn to you for?

And I don’t mean the obvious stuff—like “I bake cakes” or “I teach dance.” I mean the thing underneath that. The way you do it that’s uniquely yours.

This doesn’t have to be flashy. Your “superpower” might be the way you help anxious brides design the perfect wedding cake when they can’t articulate what they want, your ability to help nonprofit founders finally understand their numbers, or the patience you bring to teaching a shy student their first pirouette. It’s the thing people remember about working with you—not what you do, but how you make them feel.

When I’m not sure what my client’s superpower is, I tell them to ask people they trust: “When you think of me, what comes to mind? What do I bring to the table that feels unique?”

The answers might surprise you. And once you know, you can turn it into a clear positioning statement.

Use this structure:

“I help [your audience] by [what you do or create], so they can [desired result or transformation].”

This isn’t a tagline—it’s a compass. It helps you stay focused as you write your bio, design your website, plan your content.

Here are a couple of examples:

I help young dancers build confidence and find joy through movement, so they can express themselves freely and discover what their bodies can do.

I help brides bring their vision to life through custom cakes, so their wedding day feels as beautiful and personal as they’ve always imagined.

When I wrote mine, it took me a few tries to get it right. But once I did, everything got easier. Because I finally knew who I was for and why it mattered.

Step 4: Identify Your Audience

Your personal brand doesn’t exist in a vacuum. It exists in relationship to others.

There’s a concept in Filipino culture called kapwa—it’s the idea that your sense of self is deeply connected to others. You don’t exist separately from the people around you; your identity is shaped by your relationships and your community. When I apply this to branding, it reminds me that you can’t truly know who you are as a business until you understand who you’re for. Your brand becomes clear when you know whose life you’re trying to touch.

So let me ask you: who are you trying to reach?

You’ve probably been told you need a niche. A target market. A one-sentence elevator pitch. And sure, clarity helps—but I’ve watched too many people twist themselves into pretzels trying to fit a formula that doesn’t feel true. Start with your story first. The positioning can come later.

What I want you to think about is this: who does your work resonate with? Who do you most want to serve, support, or speak to?

Think beyond demographics. Don’t just say “women ages 30-45.” That’s not helpful. Think about the person who would find you and feel like you get them.

For example, if you’re a custom cake designer, your audience might be:

Brides planning intimate weddings. Couples who value craftsmanship over trends. Parents celebrating milestone birthdays who want something truly special.

See how specific that is? You can picture those people. You know what they care about.

You don’t need to have it all figured out right away. But the more you can define your audience, the more clearly you can communicate.

Step 5: Find Your Brand Voice

Here’s something I see all the time: someone builds a beautiful website, chooses the perfect colors, writes a solid bio—and then their captions sound like everyone else’s.

That’s because they skipped the voice work. And voice? That’s where people actually recognize you.

Your voice is how people know it’s you before they even see your name. It’s what makes your content feel human. And it’s what sets you apart in a sea of sameness.

Think about Melanie Perkins, the CEO and co-founder of Canva. Her voice is mission-driven, accessible, and empowering—she talks about democratizing design and making creativity available to everyone, not just trained designers. Whether she’s pitching investors or speaking to her team, her message stays consistent: design should be simple, collaborative, and human. You’d recognize her voice anywhere—not because of flashy marketing, but because she genuinely believes everyone should have the tools to bring their ideas to life.

Ann Handley, one of the clearest voices in content marketing, advocates for what she calls writing like you talk—but the best version of how you talk. Not the corporate-speak version or the trying-too-hard version. Your actual voice, when you’re relaxed and confident. That’s the voice that builds trust.

When I was developing Ube Bread’s voice, I had to let go of trying to sound like a “real agency.” I had to stop using buzzwords like “synergy” and “elevate” and just… talk like myself. Like someone in your corner who gets it. Someone who’s been through it and wants to help you through it too.

To find your voice, ask:

• How do I naturally speak when I feel grounded and in flow?
• What tone feels most authentic to me? (Warm, bold, reflective, playful, grounded?)
• What kind of energy do I want to leave people with?

Then choose 3–5 adjectives to describe your voice. Keep these nearby as you write, post, or create.

For me, it’s: Kind. Honest. Thoughtful. Uplifting. Clear.

Step 6: Build a Visual Identity (Optional, but Helpful)

You don’t need a logo or a photoshoot to start your brand—but having some consistent visual choices can make your online presence feel more cohesive.

I’m a designer, so I love this part. But I also know it can feel overwhelming if you’re not visually inclined. So let’s keep it simple.

Start with:

• 2–3 colors that reflect your brand personality
• 1–2 fonts you use consistently across your website and posts
• A moodboard to collect inspiration (Pinterest is great for this)

The key is to make it feel intentional—not overly polished or trendy. You want people to recognize your aesthetic, but you don’t want it to feel stiff or impersonal.

When I designed Ube Bread’s brand, I was inspired by midcentury modern design—clean lines, warmth, functionality. I wanted it to feel like someone’s well-loved kitchen, not a slick agency. That guided every choice I made.

Step 7: Choose Your Platforms

Don’t try to be everywhere. Choose one or two places where you can show up with consistency and care.

I learned this the hard way. When I first started, I tried to be on Instagram, LinkedIn, Medium, Pinterest, TikTok—and I burned out fast. Now I focus on the places where my people actually are: LinkedIn for thoughtful reflections, Instagram for celebrating local businesses, and my blog for the deeper work.

This might look like:

• LinkedIn if you’re focused on thought leadership, hiring, or professional networking
• Instagram if you’re a creative sharing visual work
• Medium or a blog if you love writing and storytelling
• A personal website to house your work and story in one place

Wherever you choose, show up with the same values, voice, and message.

Step 8: Share Your Perspective

This is where your brand becomes real: when you start sharing your voice.

You don’t need to go viral. You don’t need thousands of followers. You just need to show up consistently with value, insight, or reflection.

Some content ideas to get you started:

• Tell a story from your journey (even the messy parts)
• Share what you’ve learned recently
• Offer a behind-the-scenes look at your work
• Break down something you wish more people understood
• Reflect on a value or belief you hold

The more honest and useful you are, the more your brand becomes something people connect to and remember.

I’ll be real with you: this is the hardest part for most people. Putting yourself out there feels vulnerable. But it’s also where the magic happens.

Step 9: Revisit, Reflect, and Evolve

Your brand isn’t static. As you grow, your story, voice, and audience might shift—and that’s a good thing.

I check in with my own brand every 6–12 months and ask myself:

• Am I still aligned with my positioning?
• Do my visuals and voice still reflect me?
• What’s resonating most with my audience?

Let your personal brand evolve with care, not chaos. Stay anchored in your values, and you’ll always know which direction to move.

Final Thoughts

Building a personal brand doesn’t mean performing. It means showing up with intention.

I think about the women I’ve worked with over the years—the ones who finally launched that website, who stopped apologizing for their prices, who started writing in their actual voice instead of what they thought they were “supposed” to sound like. The shift wasn’t about being louder or more polished. It was about getting clear on who they were and what they cared about—and then letting that guide everything else.

Your voice matters. Your perspective matters. And someone out there is waiting to hear your story, told in the way only you can tell it.

Not because you’ve figured it all out. But because you’re willing to share what you’re learning along the way.

If this process feels overwhelming—if you’re staring at these steps and not sure where to start, or if you’ve started but feel stuck—you don’t have to do it alone. Sometimes having a guide makes all the difference. Someone to ask the right questions, help you see what you can’t see on your own, and walk beside you as you uncover what’s already there. If that sounds like what you need, I’d love to help. Reach out at ubebread.com.

About the Author:

I’m Trinedy, founder of Ube Bread—a web design studio in Santa Monica helping small businesses show up online with warmth, clarity, and confidence. I’m a Filipina-American mom of four, a designer, and a believer that the web should feel more human and reflect our beautiful diversity.