How to Hire a Copywriter Who Understands Your Brand Voice

Every brand has a voice. Whether it’s playful or polished, bold or understated, your voice is what defines your personality in the market and builds trust with your audience. But while your tone may be clear in your head or in your brand guidelines it’s not always easy to translate it into consistent, compelling content. That’s where a skilled copywriter comes in.

But not just any copywriter. You need someone who doesn’t just write well, but who gets your brand someone who can channel your tone, values, and style into every sentence they craft. This guide walks you through the process of finding that writer, from understanding your own brand voice to interviewing and hiring the perfect freelance partner.

Why Brand Voice Matters

Think about the brands you trust. Chances are, you could recognize their tone in a heartbeat—even without seeing their name. Brand voice is what creates consistency across every touchpoint, from social media posts to product pages to customer support emails.

Without a defined voice, your brand feels scattered. With it, you build familiarity and connection. A great copywriter doesn’t just write words they help shape how your audience experiences your brand.

What Makes a Copywriter Brand-Ready?

Not all good writers are good brand writers. The best brand copywriters are:

• Tone chameleons who can adapt their writing style to match yours
  
  
• Strategic thinkers who understand the business goals behind the content
  
  
• Detail-oriented enough to pick up on subtle linguistic cues
  
  
• Empathetic communicators who can channel your audience’s mindset
  
  

These are not easy skills to teach, which is why finding the right person often requires more than just scanning portfolios.

Step 1: Define Your Brand Voice (Before You Hire)

Before you bring a copywriter on board, you need to understand your own voice. If you don’t have formal brand guidelines, start with a few basic questions:

• If your brand were a person, how would they speak?
  
  
• What adjectives describe your tone? (e.g., witty, professional, approachable)
  
  
• What do you never want to sound like? (e.g., salesy, stiff, robotic)
  
  
• Who is your audience, and how do they speak?
  
  

Create a short document with examples of "on-brand" vs. "off-brand" copy. This gives writers a head start and shows you’re serious about consistency.

Step 2: Know What Type of Copy You Need

Are you looking for someone to write:

• Website and landing page copy?
  
  
• Product descriptions?
  
  
• Email marketing sequences?
  
  
• Blog posts or editorial content?
  
  
• Social media posts?
  
  

Some writers specialize in long-form storytelling. Others shine in short, punchy messaging. Be clear about your content needs so you can find someone whose strengths align with your goals.

Step 3: Where to Find the Right Copywriters

You can start your search on freelance marketplaces like Loxala, where talent is vetted and sorted by specialty. Other options include:

• LinkedIn (search for “freelance brand copywriter”)
  
  
• Copywriting communities like ProCopywriters or Cult of Copy
  
  
• Referrals from designers, marketers, or brand consultants
  
  
• Niche platforms like ClearVoice, Skyword, or Contently
  
  

Step 4: Vet Their Portfolio (But Look Deeper)

When reviewing a copywriter’s portfolio, you’re not just looking for great writing—you’re looking for brand alignment. Ask:

• Can I see how this writer adapted to different brands?
  
  
• Do the samples show a consistent tone that fits the brand’s personality?
  
  
• Is the messaging clear, persuasive, and engaging?
  
  

Don’t worry if the writer hasn’t worked in your industry. The ability to capture voice is often more important than subject matter expertise.

Step 5: Run a Paid Test Project

Once you find a promising candidate, test the waters with a small paid assignment. Give them a creative brief, your brand voice guide, and a sample project like rewriting a landing page or writing a product description.

When reviewing the work, ask yourself:

• Does the tone match my brand?
  
  
• Is the messaging clear and on-target?
  
  
• Did the writer follow instructions and ask smart questions?
  
  

This step is key. Even the best portfolios don’t guarantee chemistry. A test project shows how the writer thinks, collaborates, and adapts.

Step 6: Ask the Right Questions in the Interview

Interviewing a freelance copywriter? Go beyond “how long have you been writing?” Try these instead:

• How do you approach understanding a brand’s voice?
  
  
• Can you walk me through a project where you had to adapt to a new tone?
  
  
• How do you handle feedback and revisions?
  
  
• What’s your process for learning about a brand or audience?
  
  
• Can you give examples of content that improved conversions or engagement?
  
  

Look for curiosity, adaptability, and a collaborative mindset.

Step 7: Build a Long-Term Relationship

When you find a writer who nails your brand voice, don’t treat them like a temporary contractor. Great copywriters become creative partners who:

• Spot opportunities to improve your messaging
  
  
• Help develop brand campaigns
  
  
• Contribute strategic thinking to marketing efforts
  
  

Establish clear communication channels, share performance metrics, and give them access to your broader brand and marketing plans.

Common Mistakes to Avoid

• Hiring based only on price: Cheap copy often costs more in the long run when it doesn’t convert.
  
  
• Skipping the test project: Chemistry and alignment matter more than resume bullet points.
  
  
• Over-directing: Trust your writer to bring creative ideas to the table, not just take orders.
  
  
• Expecting perfection on draft one: Voice alignment is a process it gets better over time.
  
  

Estimated Rates for Freelance Brand Copywriters

Rates vary based on experience, project type, and turnaround time:

• Landing page: $300–$1,000+
  
  
• Product descriptions: $30–$100 each
  
  
• Email sequences: $500–$2,000
  
  
• Blog posts: $250–$800 depending on length and complexity
  
  
• Hourly: $50–$150/hour
  
  

Great writers deliver ROI don’t be afraid to pay for quality.

Final Thoughts: Voice Is Your Superpower

Your brand’s voice is what turns information into emotion, and emotion into action. It’s how you create trust, stand out in a crowded market, and stay consistent across every touchpoint.

Hiring a copywriter who understands and amplifies that voice is one of the smartest investments you can make.

At Loxala, we connect businesses with freelance copywriters who bring words to life and brand voices into focus. Whether you need sharp sales copy, rich storytelling, or brand consistency across every channel, we’ll help you find the right writer to make it happen.

Ready to sound like yourself only better? Let’s find your copywriter today.