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

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