What if your brand voice didn’t live solely inside your head? What if it was a system—a tool that helped you write faster, delegate confidently, and create calm across your business?
In this episode, I share how I took my brand voice from “just a vibe” to a repeatable, documented system with the help of voice strategist Justin Blackman. We dig into how building a voice guide changed the way I write, collaborate, and scale. If content creation feels like a bottleneck—especially when you're not the one doing the writing—this episode is for you.
We’re not just talking about voice—we’re pulling two big levers from the CALMER framework:
→ Efficiency, by turning intuition into reusable tools
→ Management Style, by empowering your team with clarity instead of corrections
→ Efficiency, by turning intuition into reusable tools
→ Management Style, by empowering your team with clarity instead of corrections
This is a behind-the-scenes look at the system that helped me put my voice on autopilot—and made content creation calmer, faster, and more fun.
What You’ll Learn:
- Why “no one can write like me” is a sign you need a system, not more effort
- The three components of a brand voice (and why most guides get it wrong)
- How defining the difference between you and your brand prevents burnout
- Why “authenticity” doesn’t have to mean writing everything yourself
Learn More About Justin Blackman
- Website: justinblackman.com
- Grab Justin's Feelings Wheel
- LinkedIn: Justin Blackman
Learn More About the Host – Susan Boles
- Website: beyondmargins.com
- LinkedIn: Susan Boles
- Submit your Calm KPI or System: Send it here
- (00:00) - The Subjective Nature of Brand Voice
- (00:50) - The Challenge of Maintaining a Consistent Brand Voice
- (01:51) - Building a Scalable Voice System
- (04:41) - The Science Behind Brand Voice Guides
- (09:11) - Balancing Personal and Brand Identity
- (29:17) - Leveraging AI for Authentic Brand Voice
Grab the Calm Service Design + Delivery Swipe File here