Brand tone of voice examples
Do you ever feel like your brand lacks a distinct personality? Well friend, you may want to look into tightening up your brand tone of voice! And this article can help. But first, let’s talk a little about what a brand tone of voice is, and why it’s important. Then we’ll jump into some brand tone of voice examples from brands who’ve done a great job of it.
Keep reading!
So, what is a brand tone of voice?
A brand tone of voice is how your brand communicates with your audience. It includes your communication style—whether you’re friendly, professional, quirky, or something else—and your word choice. A brand tone of voice generally stays consistent across all platforms, from social media to emails to your website.
Why having a brand tone voice is important
People like brands with personality. In fact, studies have shown that people find brands with a distinct personality more likely to stand out to them than others.
But consistency with your brand voice is important.
Think about it — if you received a very formal email from a brand that’s usually casual and fun on social media, it would feel off, right? Just like in our interactions with actual people, we generally expect them to act a certain way, and when they don’t, it can be pretty jarring.
A consistent brand tone of voice helps build trust and recognition. It can help make every interaction with your audience feel cohesive, and makes people feel like they know what to expect from their interactions with you.
Having a clear tone of voice also makes your brand more relatable. When your audience feels like they’re engaging with a real personality, rather than a faceless company, they’re more likely to form a connection. This connection can lead to greater brand loyalty, as people tend to stick with brands they feel a bond with.
Iconic brand tone of voice examples
Now, we can talk all day about how important a brand tone of voice is to building a brand that connects with their audience, but what does it look like in real life?
Well, let’s go through some examples of iconic brand tones of voice in the wild!
Disney
Here’s an educated guess — you grew up on Disney. Disney movies, tv shows, theme parks, toys, and more. There’s something about Disney that feels like, well, home.
But why?
Well, besides their products, think about their brand tone of voice. It’s warm and family-friendly. Its communication style is also optimistic and often playful. And whether it’s through their merchandising, commercials, or website, this tone stays consistent. Even in Disney’s 404 Error page, that playful aspect of the brand is still there.
Image Source: Disney
Harley-Davidson
There’s something about motorcycles that feel cool. You assume that if someone rides a motorcycle, they are confident and are more prone to risk than the rest of us! Harley-Davidson’s brand voice reflects that. It embodies the spirit of freedom and adventure. And there’s no softness about it, it’s about being free, “lighter, faster.” Harley-Davidson truly knows how to speak to their audience in a way that resonates, which is one of the reasons the brand has become so iconic, and continues to remain iconic.
Image source: Harley-Davidson
While many other tech companies have the approach of the "innovator" type of brand voice, Google went a different way. Google's brand tone of voice is more purposeful, helpful, and approachable. This reflects the company’s mission to “organize the world’s information and make it universally accessible” and its slogan, "Do the right thing."
They choose their words very carefully, like saying “Make life easier with a little help from our products” (see image below) instead of "Revolutionize your daily routine with our cutting-edge solutions."
Images source: Google
Fenty
Fenty knows it's cool. And that’s reflected in its cool, casual, and direct tone of voice. Fenty speaks directly to their audience in a way that feels authentic and approachable.
By using phrases like "come pregame" and "link'd up," Fenty creates a sense of community and relatability that resonates with its customers.
Image source: Fenty
Nike
“Just do it.”
There’s no excuses with Nike.
And that’s why Nike’s brand tone of voice is motivating and inspiring. So much of the language the brand uses is about reaching your full potential and pushing past your limits. On its homepage, Nike even emphasizes that its products are created to the "specifications of champion athletes," reinforcing the idea that anyone can achieve greatness.
Image source: Nike
Tiffany
When you think about Tiffany's, what do you think about? Maybe it’s Breakfast at Tiffany’s or Audrey Hepburn.
But what word comes to mind?
Maybe it’s elegance. If it is, well, that’s entirely on purpose.
Tiffany’s brand tone of voice is classic, romantic, and elegant. For example, instead of focusing on the newest and most groundbreaking aspects of their products, Tiffany highlights its rich history, having been established in 1837, and even talks about love.
Image source: Tiffany
Oatly
There aren’t many brands who seem as friendly as Oatly. Even its About page seems like a letter or email (it is 2024 after all) from a friend. This is in line with the brand’s tone of voice, which is friendly and also genuine. Their messaging is all about connecting with their audience on a personal level, even “warning” the audience that they will not be able to describe what sets them apart in just a few sentences.
Image source: Oatly
KFC
Who doesn’t love Kentucky Fried Chicken? Well, as it turns out, practically no one since KFC has now become one of the world's most popular Fast-Food Brands, spanning from Kentucky to Chile to Thailand! And their voice embraces the world’s love of KFC and is incredibly approachable, with a funny and familiar brand voice.
This tone is evident in their playful and casual messaging, like on their About page: "We make fried chicken—heck, we practically invented it. If they ever make a food hall of fame, our chicken is gonna be a first-ballot inductee."
Image source: KFC
Nespresso
There’s nothing casual about coffee. That is, at least to Nespresso.
Nespresso’s brand tone of voice is more formal and sophisticated. This tone is evident in their home page statement: "What we’re currently enjoying: A variety of new and classic Nespresso favorites to elevate your at-home coffee experience." The choice of words and phrasing reflects a high-end, refined approach.
Think about it — if Nespresso’s tone of voice was more casual, it might start by saying something like, “What we're loving right now," not “What we’re currently enjoying.”
Image source: Nespresso
Words that describe a brand tone of voice
All these amazing brands obviously have incredible brand voices.
But how would you describe yours?
Well, it typically starts with a word or two. Let’s go through some common words that describe a brand voice.
Cool
Confident
Warm
Caring
Inspiring
Motivating
Elegant
Classic
Romantic
Friendly
Genuine
Formal
Familiar
Casual
Snarky
Sarcastic
Chatty
Compassionate
Witty
Authoritative
Trustworthy
Funny
Serious
Informative
Blunt
Passionate
Humble
Positive
Irreverent
Dreamy
Candid
Conservative
Unapologetic
Edgy
Honest
Ironic
Whimsical
Trendy
Respectful
Assertive
Fun
Enthusiastic
Straightforward
Carefree
Professional
Tips for defining your brand tone of voice
Having a defined brand voice can help you connect with your audience and differentiate your brand from others. Here are some tips to help you define your brand tone of voice effectively:
Tip #1: Understand your audience
If you want to define your brand tone of voice, you need to understand your audience. Knowing who you are speaking to will guide the language, tone, and style you choose to adopt in your messaging. Start by asking yourself questions about your audience, including their demographic information, interests, values, and pain points. Consider questions such as:
What are their needs and desires?
How do THEY communicate?
What type of content do they engage with already?
What problems are they trying to solve?
Tip #2: Understand your mission
Your brand’s mission and core values often heavily influence your brand voice. Your mission statement encapsulates the purpose of your brand and should be reflected in your messaging.
And aligning your tone of voice with your mission helps you create more authentic messaging. After all, if for example, your mission is to connect dogs with foster parents, a very serious issue, a snarky brand voice will probably turn people off from your brand. Always make sure your mission and voice align.
Tip #3: Know what your brand voice isn’t
Sometimes, it’s easier to determine what YOU DON’T want your brand voice to be than it is to determine what YOU DO want it to be. So, come up with words that you know you don’t want your messaging to be described as. For example, maybe you tell yourself, “I don’t want people to describe my messaging as serious” or “I don’t want people to describe my messaging as silly.”
Tip #4: Audit your current content
Sometimes, your brand voice is there and you just don't know it! Audit your current content, such as blog posts, social media captions, and emails, to see what is connecting with your current audience already. Analyze the tone, style, and language used in these successful pieces and go from there!
Tip #5: Create a brand voice guide
Once you have a clear understanding of your brand voice, you’ll want to implement it consistently. And one of the best ways to do that, especially if you have a big team, is to create a brand voice guide. Create a list of guidelines of what your brand should and shouldn’t sound like, who your audience is, any “banned” words, and examples of what your tone in action sounds like.
Tip #6: Review and iterate if you need to
Defining your brand voice can be an ongoing process. As your brand evolves and your audience’s preferences change, your tone of voice might need some changes. Regularly review your brand’s communication to make sure it still aligns with your mission and resonates with your audience. There’s nothing wrong with a little bit of change if needed!
Final thoughts
Having a clearly defined, consistent brand voice has a powerful factor in creating an iconic brand (like the examples in this blog!). Hopefully, this blog has helped you find yours.
And… if you need more guidance on how to write website content that connects with your audience, check out some of the other posts on this blog!
‘Till next time!
