Brand voice can feel like one of those elusive things—you know it matters, but figuring out how to make yours actually sound like you is another story. In this episode of the BrandWise Podcast, I sat down with Zoie Callahan of Lexicon Copy Co to talk all things brand messaging, voice, buyer psychology, and what it really takes to stand out in the crowded health and wellness space.
Check it out here if you want to listen to Zoie’s secret sauce to health and wellness branding:
Finding Your Voice in a Sea of Sameness
One of the biggest struggles I hear from health professionals—especially dietitians—is that they don’t know how to sound different. They’ll say things like, “I’m just a dietitian” or “I don’t know how to sound unique when I do the same thing as everyone else.”
Zoie’s advice? Start with why you started your business. Whether you’re a solo provider, a studio owner, or scaling into a multi-location brand, your messaging should reflect what it’s like to work with you. Your values, your personality, your client experience—that’s what builds a brand voice.
If writing your own copy feels impossible, Zoie recommends talking it out with someone who can “hear” how you naturally speak. Sometimes all it takes is a second set of ears to reflect your own voice back to you in a way you didn’t know was there.
The Buyer Psychology Piece Most People Skip
One of my favorite parts of this conversation was when Zoie broke down the four types of buyers:
- Analytical – wants the details and data
- Driver – wants to know the end result
- Amiable – needs to feel emotionally connected and part of something
- Expressive – needs to envision a better life with your service in it
Understanding which type your ideal client is (and yes, it could be more than one!) will totally change how you write your content and structure your site. And no, you don’t need to set up a huge survey—Zoie says just ask your favorite past clients a couple questions. That’s it!
Pro tip: even your testimonials and existing feedback can offer clues about which buyer type your audience falls into.
Cutting Through the Noise (For Real)
We’ve all heard that phrase—cut through the noise—but how do you actually do it when your space is crowded?
Zoie says specificity is key. Whether you’re posting b-roll at your desk or a Reel from your kitchen, the more your content reflects your audience’s real life, the more they’ll pay attention. Think of it like this: it’s not about being louder—it’s about being clearer and truer to the people you want to reach.
And if you’re building a brand (not just marketing yourself), Zoie suggests looking for interesting “crossovers.” Just like Ben & Jerry’s did with The Tonight Show, pairing two unexpected things your audience already loves can create major buzz and help you stand out.
Making Your Brand Voice Actionable
Having a brand voice guide isn’t just a “nice to have”—it’s a tool that should actually make marketing easier. Zoie says it doesn’t have to be a massive PDF collecting dust in your Google Drive. Even a one-page document that outlines your values, ideal client traits, buyer journey stage, and a few voice dos and don’ts can make a huge difference.
If you have a team—even a virtual one—they need this guide too. That way, everyone from your admin to your assistant coach can speak about your business consistently and confidently.
Zoie shared SO many gems in this episode, but if you’re looking for a place to start, here’s her one-two punch:
- Get clear on your own values and mission.
- Talk to your favorite clients and ask what made them say yes to working with you.
That clarity alone will set the foundation for stronger messaging that attracts the right people.
Wanna connect with Zoie?
→ Visit lexiconcopy.co
→ Join her newsletter, The Lexicon Gazette
→ Find her on Instagram and Threads for her raw ideas and fun takes on messaging.
FAQs About Brand Messaging and Impact
Branding isn’t just about looking good—it’s about communicating clearly and making a lasting impression. Whether you’re refining your message or just starting out, these common questions will help you build a brand voice that connects and converts.
How do I find my unique brand voice?
Start with introspection and identify your core values and the unique experience you provide. Engage an expert, like Zoie, if you need an outside perspective.
What’s the first step to standing out in the health and wellness space?
Understand who you are talking to and begin speaking directly to their lifestyle and pain points.
Can buyer psychology really influence my marketing strategy?
100%. Identifying buyer types helps tailor your approach and convert interest into sales effectively.
What if my audience fits multiple buyer types?
Create content that speaks to each type. Your buyers will engage with the content that resonates with how they understand your service.
How can I ensure consistency if multiple people are managing my brand?
A brand voice guide is essential. Ensure everyone on your team is aligned with your core values and message.
Are brand voice guides feasible for solo entrepreneurs?
Absolutely. Even on a smaller scale, clarity in brand messaging can drastically improve how you communicate.
Can brand voice be too specific?
While niche is in, always ensure your message remains accessible to your ideal client’s immediate needs and aspirations.
Is it expensive to hire a branding strategist?
Consider it an investment. Professionals like Zoie help refine the thoughts and words into a revenue-driving tool.
How often should I revisit my brand voice guide?
Regularly! As your business evolves, so should your brand voice.
Your Brand Voice Is Your Superpower
Zoie Callahan makes one thing clear—your brand voice isn’t just about standing out; it’s about creating a lasting connection. Whether you’re a solo dietitian or leading a growing wellness brand, your messaging should reflect the experience of working with you. By understanding buyer psychology, crafting lifestyle-driven content, and maintaining consistency through a brand voice guide, you can turn passive interest into genuine engagement.
And there you have it – the secret sauce to infusing personality into your health and fitness brand. Want to work directly with Zoie? You’ll find her insightful updates on the Lexicon Copy Co. website, newsletter, and Instagram. Ready to make your brand as dynamic as your services? Let’s get to it.
