Two businesses can sell the exact same thing and feel completely different. That difference is brand voice, the personality behind your words. Get it right and customers recognize you instantly.
Pick three words
Describe how you want to sound in three adjectives, say, "friendly, bold, no-nonsense." Those three words become the filter every caption, email, and page runs through.
Write like you talk
The fastest way to a real voice is to drop the corporate act and write the way you'd actually explain things to a customer across the counter. Plain, human, and a little bit you.
Keep it consistent
Voice only works if it shows up the same everywhere, website, social, email, even your replies. Write down your three words and a few do's and don'ts, and you've got a simple guide anyone on your team can follow. Consistency is what turns a voice into a brand.