I or We? How to choose the best voice for your business marketing
Usually, when I start working with clients on their content and copywriting, I like to go through a couple of exercises to help them hone their brand voice. During this process, one of the most common questions I get asked is whether their brand should speak in the first person as ‘I’ or present itself as a larger entity with ‘We’.
It’s a decision that often arises when business owners are trying to figure out how personal they want their brand to be.
Should it be all about them - their personal story, values, and experiences? Or should they create a business brand that feels more polished and professional?
As a small business owner, this is something I’ve thought a lot about for my own brand. I’ve jumped back and forth myself, and I’ve also guided others through the same decision.
It’s not a one-size-fits-all answer. So, let’s take a look into how you can figure out whether ‘I’ or ‘We’ will work best for your brand.
Personal brand vs business brand: What’s the difference?
Before we get into the ‘I’ vs ‘We’ debate, it’s important to clarify the difference between personal brands and business brands.
A personal brand is all about you - your personality, your values, your story. It’s a reflection of who you are as a person. A business brand, on the other hand, is more focused on the company itself - the mission, the team, and the bigger picture.
A good place to start is by asking yourself: Are you the face of your business, or do you want to create something that’s bigger than just you?
This decision alone can influence whether you lean toward using ‘I’ or ‘We’.
Why ‘I’ often works best for personal brands
If you’re building a personal brand, using ‘I’ feels natural. Here’s why it works well:
A personal connection: When you’re running a solo business, people want to know who they’re working with. Using ‘I’ allows you to connect with your audience on a personal level, which builds trust and helps people relate to your brand. It makes you more approachable and genuine.
Clarity in your messaging: With ‘I’, there’s no ambiguity about who’s behind the brand. Your audience knows it’s you they’re interacting with - whether it’s through your website, social media, or blog posts. It keeps things straightforward and ensures that your message is clear across all platforms, avoiding any confusion about the voice behind the brand.
Straightforwardness: Using ‘I’ lets you be clear and direct, without hiding behind corporate jargon or trying to sound like a larger operation. It allows you to show up as yourself and communicate in a way that feels natural, which helps build stronger connections.
Why ‘We’ often works best for business brands
If your business brand is more formal or if you plan to scale in the future, ‘We’ might be the right fit. Here’s why:
Projecting a larger, more established brand: Even if you’re running a one-person operation, using ‘We’ can make your business appear more established. It creates the impression that there’s a team behind your brand, even if it’s just you for now. This can be helpful if you’re targeting clients who expect a more professional or corporate image.
Professionalism and credibility: In certain industries - especially those that require trust and authority, like finance, law, or consulting - ‘We’ can project a level of professionalism that might resonate more with clients. It adds credibility to your messaging and positions you as an expert in your field.
Future Growth and Scalability: If you’re thinking about scaling your business, using ‘We’ allows your brand to grow seamlessly. As you hire employees or work with collaborators, ‘We’ doesn’t feel out of place. It also makes it easier to maintain a consistent voice as your business evolves.
How to choose the right voice for your brand
So, how do you decide between ‘I’ and ‘We’?
My advice is simple: be honest about where your business is right now.
Use ‘I’ if you’re running a solo business. If you’re the one doing the work, it’s important that your messaging reflects that. If you say ‘We’ but it’s just you, you risk setting expectations that you can’t meet — like clients expecting input from a larger team, or faster delivery times.
You can always update your messaging later when your business grows and you bring more people on board. But for now, being upfront about your business’s size will help you manage expectations and build trust.
If you do decide to use ‘We’ make sure it’s aligned with the size of your business.
So what’s the verdict?
In my opinion, honesty is always the best approach.
If you’re starting out as a one-person operation, ‘I’ is your go-to. As you grow, you can shift to ‘We’ - it’s an easy switch to make, but you don’t want to rush that transition.
At the end of the day, the decision between ‘I’ and ‘We’ is a personal one. There’s no solid right or wrong answer - just what feels most authentic to you and your brand.
Whether you’re building a personal brand or a business brand, it’s important to stay true to your values, your goals, and the audience you’re trying to reach.
If you need a little help refining your brand voice, my free 30 Day Define & Refine challenge is a great starting point. Check it out here.
