Hi, Kyle here. I’ve been an associate copywriter at Lāer for about three years now. You might have seen me (or my pup!) on our studio’s social accounts or perhaps during a Zoom call if I’ve been lucky enough to support a project of yours.

Engagement photos by Mike Nauman

Recently, life got a little more exciting outside of work when my fiancé, Sam, proposed during a trip to Bend, Oregon, over Thanksgiving. We’ve decided to elope in Portland with just a few loved ones, followed by a celebration with our families in our hometown. Our wedding vibe is casual yet romantic—intimate but still an important moment we wanted to share with those closest to us. 

With our plans in motion, I found myself staring down a new copywriting challenge: crafting our wedding website. And as I dove in, it hit me…

Writing copy for a wedding isn’t all that different from writing for a global brand campaign.

…hear me out.

When I started writing the copy for my wedding website, invitations, and save-the-dates, I realized something huge: I was applying all of my copywriting knowledge—the same principles I use when writing for industry-leading brands—to create a tone, a voice, and a vibe that feels just right for the moment. The key? Brand voice adaptability—aka shifting a brand’s tone based on the occasion, audience, and platform it’s showing up on.

Whether you’re planning a wedding or crafting a global campaign for one of the most well-known luggage companies, the key is understanding what your brand voice is, who you’re speaking to, why they should care, and, most importantly, how you want them to feel.

So, as I dove into my wedding copy, I asked myself the same questions I ask for client projects:

• What is MY unique voice?
• What story am I telling?
• Who am I telling it to?
• How do I want them to feel now and aspirationally in the future?
• What’s the vibe or tone I want to set?

I realized that, just like a brand campaign, a wedding is all about crafting a narrative that connects with people on an emotional level. And that’s where it clicked: the voice you use will always be the same, but it’s the tone that will constantly adapt and change depending on the occasion, the medium, and the audience. 

Your voice is your distinct personality. It’s what makes you (or your brand) you. I like to think of your tone as the clothes you put on for an event. You might wear a sweatshirt, sneakers, and jeans to your neighborhood coffee shop, but a slinky silky dress as a wedding guest. Your personality remains the same, but the way you’re showing up at those different experiences shifts. It gives off a different expression.

The same goes for your business copy. 

Your Tone Is Ever-Evolving

Think of it like this: the tone you use for a wedding website is different from the tone you use for a work email or a personal Instagram caption. That’s okay.

In fact, it’s necessary. Your tone can and should shift depending on the context, just as a brand’s tone adapts across various campaigns, from their Instagram to their website. When you’re planning a wedding, you might want your tone to be warm, playful, and inviting—but when you’re creating an online home for your business, it might be professional, informative, and motivational. Both can be true to who you are, but they must fit the moment.

What This Means for Your Business

As a copywriter, this concept of “voice adaptability” is exactly what I bring to Lāer every day. Whether we’re working on party invitations, a rebrand for a coffee company, or an email campaign for a heritage sportswear brand, we approach every project with the same fundamental question: What is the brand’s voice? How is it’s tone showing up in this scenario? How do we want the audience to respond, and how can we get them to listen? From project to project and word to word, every choice we make is about creating that connection.

But here’s the thing: defining your brand’s voice and tone doesn’t have to be an overwhelming task. With the right tools and a little guidance, you can develop some quick guidelines that feel true to your business—and resonate with your audience every time.

Understanding the power of voice adaptability is key to building a consistent yet flexible brand identity. Just as I tailored my wedding messaging to reflect the occasion and resonate with my guests, your business voice and tone should adjust to meet your audience where they are and/or where you want them to be. Whether you’re writing wedding copy or crafting a global campaign, a flexible voice that adapts to where it’s showing up makes all the difference.

Need help finding your brand’s voice? 

If you’re just starting out or looking to refresh your messaging, we’ve got you covered. Our tools like our Brand Messaging Foundations step-by-step guide to uncover your brand’s core messaging elements and our complimentary 10 Questions to Define Your Brand Voice & Tone are perfect for helping you define (or refine) your voice—ensuring it resonates with your audience across every touchpoint. 

Or…if you’d rather leave it to the experts, just reach out and let us handle it for you. We’re here to ensure your brand speaks clearly, confidently, and authentically—no matter the moment.