Brand Voice Guides Aren’t Just for Marketers
- Sarah Varner
- Jan 11
- 2 min read
I talk a lot about how brand voice guides make marketing faster and clearer. True. But there’s another win here and it’s team wide: they align sales, marketing, product, ops—even finance—around the same why, what, who, and how.
That alignment does something powerful across the org: natural buy-in from shared teams (creative, rev ops, legal, finance, IT) once they actually understand the context. Not forced alignment—just smoother collaboration, quicker yeses, and fewer hesitations because the “why” clicks.
Keep sales conversations consistent with marketing message
Give ops the context behind decisions
Help finance understand the “why” behind budget requests
Help product explain features in language that resonates
That alignment really shows up with the sales team.
If you’ve ever overheard a sales call and thought, “Wait—why are they saying that?!”, you’ve felt the cost of not sharing one story. A good guide fixes that, with messaging pillars being one of the most helpful components.
Why Sales Needs Messaging Pillars
Sales lives in real conversations—on the phone, on the floor, in inboxes. Pillars give them a backbone they can rely on when the moment gets messy.
What pillars do for sales:
Anchor the story. No reinventing the pitch for every prospect.
Handle objections. Each pillar pairs value with proof.
Create consistency. Prospects hear the same value in the deck, the site, and the call.
Shorten cycles. Clear, repeated value builds faster confidence.
What Strong Pillars Include
Not fluffy words like “innovation” or “excellence.” Usable building blocks:
Core idea (what we stand for)
Why it matters (to this audience)
Proof (evidence we deliver it)
How it shows up (language they can use)
If a pillar can’t help someone write an email or steer a call, it’s a platitude—not a pillar.
Brand voice guides are a necessary tool for marketers. But they don't stop there. In the hands of people on your product, ops, or finance teams they help everyone understand who you are as a business and why it matters. In the hand of your sales team, it ensures that the story not only stays consistent, but that it’s said with confidence.
