6 steps to write product descriptions in your brand voice


đMini Guide: write product descriptions in your brand voice
Product descriptions arenât just lists of features. Theyâre an opportunity to tell a story, build trust, and show off your brandâs personality.
In this guide, weâll walk you through how to write authentic, effective descriptions that align with your brand voice.
Why does your brand voice matter?
Your brand voice is how you choose to communicate: the words you use, the tone you take, and the emotions you convey.
A well-defined voice:
- âď¸ Makes your brand recognizable
- âď¸ Sets you apart in a sea of similar stores
- âď¸ Brings consistency across all your channels
- âď¸ Builds an emotional connection with your customers
Even with a great product, how you describe it can be what convinces someone to buyâor not.
Step-by-Step: how to write descriptions that sound like you
1. Identify your voice
Before writing, you need to know what your brand sounds like. Is it relaxed? Formal? Inspiring?
If youâre not sure, you can use Dondoâs free brand voice generator. All you need is your store name and URL.
đ Try it here
Youâll get a report with:
- đ¤ Personality traits
- đ Core values
- đ˘ Tone of voice
- đŹ How customers perceive you
- âď¸ Copy examples that sound like you
If you prefer to do it manually, ask yourself:
- What traits define your brand?
- How do you want people to remember you?
- What kind of language would your ideal customer use?
2. Connect the product to a need or emotion
A good description doesnât just answer âwhat is this?ââit also answers âwhy should I care?â
Ask yourself:
- What problem does this product solve?
- How does it make the customer feel?
- What real benefit does it offer?
Example:
âď¸ âWhite ceramic mug, 350 ml.â
âď¸ âYour morning coffee, now in a mug that keeps the warmthâand the styleâthrough the whole meeting.â
3. Choose a tone that reflects your brand
Thereâs no one right way to describe a product. It depends on whoâs speaking.
Same product, different voices:
- Friendly:
âSmells like a slow Sunday. And yes, it calms down your Mondays too.â - Technical:
âHand-poured soy wax candle, 0% paraffin, 40-hour burn time, natural lavender scent.â - Inspirational:
âTurn your routine into a ritual. Each lighting is a return to yourself.â - Make sure the tone matches your brandâs personality and values.
4. Be specific: highlight what makes it unique
Avoid generic phrases like âgreat qualityâ or ânice design.â They donât say much.
Instead, describe details the customer can picture, feel, or value.
Example:
âď¸ âModern and practical bag.â
âď¸ âFrom morning coffee to Friday night dinner, this bag holds its shapeâand your styleâeffortlessly.â
âď¸ âMade with premium materials.â
âď¸ âCotton that feels soft from day one and stands up to washes without losing texture.â
5. Use past content as reference
Donât start from scratch. Your site, reviews, social media, or âAbout Usâ section already hold strong clues to your brand voice.
You can:
- Build a library of phrases, structures, and expressions you already use
- Share examples with your team or collaborators
- Use the copy suggestions from Dondoâs brand voice report as guidance
That way, you ensure consistencyâeven if multiple people are writing.
6. Optimize without sounding like a robot
SEO and personality donât have to clash. The key is to use keywords naturally, without forcing them.
Tips:
- Use the terms your customer would actually search for
- Avoid stuffing in unnecessary keywords
- Keep your brandâs tone and flow intact
Example:
âď¸ âComfortable casual shoes men black leather.â
âď¸ âBlack leather shoes designed for long days and confident steps. Effortlessly elegant.â
Your brand already speaks. Make sure it says the right thing.
Every description is a chance to reinforce your brand identity. When the tone, message, and style are aligned, you connect better with your audienceâand drive more sales.
Still not sure what your brand voice is?
đ Discover it for free at dondo.com/ai/brand-voice
