A brand's voice is a reflection of its personality, values, and the audience it intends to reach. It's crucial in creating a consistent and recognizable brand identity. Here’s my list of the top used brand voices we see today.
Adventurous - Pushing Boundaries, Discovery
Authoritative - Confident, Knowledgeable, Trustworthy
Educational - Informative, Helpful
Empathetic - Caring, Sensitive, Understanding
Empowering - Capable, Supportive
Friendly - Warm, Welcoming, Conversational
Humorous - Witty, Humor, Light-hearted
Inspirational - Motivate, Uplift
Luxurious - Sophisticated, Elegant, Refined
Professional - Polished, Formal
Quirky - Unique, playful, unconventional
Read on as we go in depth into each of these voices to help you select or identify which voice fits your brand best.
Adventurous - Pushing Boundaries, Discovery
Brands with an adventurous voice are all about exploration, challenge, and living life to the fullest. This voice appeals to outdoor brands, travel companies, and any organization that wants to inspire action and excitement.
An example of a brand that embodies an adventurous voice is GoPro. GoPro's brand voice is all about adventure, excitement, and pushing the boundaries. Their messaging encourages exploration and capturing extraordinary moments. The brand communicates this through dynamic visuals, engaging storytelling, and content that highlights the thrill of discovery and the joy of living life to the fullest.
GoPro's marketing materials often feature action-packed videos and photos taken with their cameras, showcasing extreme sports, breathtaking landscapes, and daring feats. This approach not only highlights the capabilities of their products but also aligns perfectly with the adventurous spirit they want to inspire in their customers. GoPro's voice resonates with a target audience that values freedom, adventure, and the ability to capture and share their experiences.
Authoritative - Confident, knowledgeable, trustworthy
Brands using an authoritative voice are experts in their field and aim to inspire trust and reliability. It's often used by B2B companies, financial institutions, and educational platforms.
An example of a brand with an authoritative voice is IBM (International Business Machines Corporation). IBM's brand voice exudes expertise, reliability, and innovation. As a pioneer in the technology industry, IBM positions itself as a leader in providing solutions that range from cloud computing and artificial intelligence to cybersecurity and enterprise software.
IBM's messaging is often focused on their deep industry knowledge, technical expertise, and commitment to solving complex problems. Their communication style is professional, informative, and often includes data-driven insights, case studies, and whitepapers that reinforce their authority and thought leadership in the technology space.
Through their content and overall brand presence, IBM successfully communicates a sense of trustworthiness and competence, appealing to businesses and professionals looking for proven, reliable technology solutions and strategic insights.
Educational - Informative, Helpful
Educational brands focus on providing valuable information, tips, and learning opportunities. This voice is informative, helpful, and often used by academic institutions, tutorial websites, and products aimed at skill development.
TED (Technology, Entertainment, Design) is a prime example of a brand that effectively utilizes an educational voice. TED is well-known for its TED Talks, which aim to spread ideas through short, powerful talks on a wide array of topics, from science to business to global issues. Their brand voice is intellectual, inspiring, and accessible, making complex and diverse subjects engaging and understandable to a global audience.
TED's approach to content is grounded in the belief that knowledge should be shared and that great ideas can come from anywhere. This ethos is reflected in their wide-ranging talks that not only educate but also inspire curiosity and encourage viewers to think differently about the world around them. Their voice is one of inclusivity, aiming to ignite conversations and spark debate among a diverse audience.
The educational voice of TED is not just about transferring knowledge; it's about creating a community of curious souls who love to learn and explore. Through their platform, TED has successfully created a space where education meets inspiration, making learning a captivating experience for millions around the world.
Empathetic - Caring, Sensitive, Understanding
An empathetic brand voice shows understanding, care, and sensitivity to customer needs and emotions. It's often used by healthcare providers, non-profit organizations, and customer service-focused businesses.
An example of a brand that effectively uses an empathetic voice is Dove. Dove, a personal care brand, has built its marketing strategy around real beauty and self-esteem, distinguishing itself through campaigns that focus on inclusivity, diversity, and the promotion of a positive body image.
Dove's empathetic voice is evident in their "Real Beauty" campaign, which features women of all shapes, sizes, ages, and ethnicities, challenging the traditional beauty standards set by the media. This approach not only helps to build a strong emotional connection with their audience but also fosters a supportive community around the brand. Dove's messaging is nurturing, understanding, and encouraging, aiming to uplift their customers by recognizing and celebrating their unique beauty.
Their communication style is warm, genuine, and inclusive, making it clear that Dove cares deeply about the well-being and self-esteem of their customers. Through their content, Dove conveys empathy and understanding, positioning themselves as more than just a personal care brand, but as a champion for positive change in society's perception of beauty.
Empowering - Capable, Supportive
An empowering voice aims to make the audience feel capable and supported. It's used by brands that focus on personal empowerment, such as fitness companies, educational platforms, and empowerment initiatives.
A brand that exemplifies an empowering voice is Nike. Nike uses its platform to inspire people to take action, break barriers, and push beyond their limits. Their messaging is focused on motivation, strength, and the belief that everyone has the potential to be an athlete.
Nike's brand voice is bold and encouraging, often encapsulated in their iconic slogan, "Just Do It." This phrase alone communicates a powerful message of empowerment, urging individuals to overcome obstacles and pursue their goals with determination. Through their advertising campaigns, Nike often tells stories of perseverance, hard work, and the triumphs of both renowned athletes and everyday people, highlighting the universal potential for greatness.
The brand's commitment to empowerment is also evident in their initiatives to promote inclusivity and diversity in sports, as well as their support for social causes. By advocating for a world where everyone has the opportunity to succeed, Nike's voice not only promotes their products but also champions a positive and proactive attitude towards life.
Friendly - Warm, Welcoming, Conversational
A friendly brand voice is warm, welcoming, and conversational. It's like talking to a friend. This voice works well for consumer brands that want to build close relationships with their customers.
An example of a brand that uses a friendly voice is Ben & Jerry's. Known for their quirky and fun ice cream flavors, Ben & Jerry's extends this sense of whimsy and warmth into their brand voice. Their communications are casual, approachable, and filled with humor, making customers feel like they're interacting with a friend rather than a corporation.
Ben & Jerry's also stands out for its commitment to social justice, environmental sustainability, and community involvement, which are communicated in a way that's relatable and engaging. Their friendly voice is consistent across their marketing materials, social media presence, and even on their ice cream packaging, where they share stories about their flavors, ingredients, and the values that drive their business.
This approachability and warmth make Ben & Jerry's not just a beloved ice cream brand but also a trusted and respected member of the communities they serve. Their friendly brand voice has helped them build a strong and loyal customer base that feels connected to the brand beyond just the products they offer.
Humorous - Witty, Humor, Light-Hearted
Using wit, jokes, and playful language, humorous brands create a fun and relatable image. This voice is effective for consumer goods, entertainment, and any brand aiming to make a strong, positive emotional connection with its audience.
An example of a brand that expertly uses a humorous voice is Old Spice. Old Spice transformed its brand image with a series of marketing campaigns that employed a distinctive blend of humor, absurdity, and wit. Their commercials and social media posts often feature exaggerated scenarios and over-the-top characters to highlight the effectiveness and appeal of their grooming products for men.
The humor in Old Spice's branding is bold, confident, and slightly irreverent, making it memorable and engaging for its audience. This approach has not only rejuvenated the brand but also set it apart in a crowded market by creating viral content that people love to share.
Old Spice's use of humor has effectively broadened its appeal, attracting a younger demographic while retaining its existing customer base. The brand's ability to laugh at itself, while also poking fun at traditional masculinity stereotypes, has resonated well with consumers, making Old Spice a go-to example of successful humorous branding.
Inspirational - Motivate, Uplift
Inspirational brands aim to motivate their audience to achieve more, often using uplifting and empowering language. This voice suits NGOs, lifestyle brands, and companies focusing on personal development.
Patagonia is a brand that employs an inspirational voice through its commitment to environmental activism and sustainability. Patagonia's mission is not only to offer high-quality outdoor apparel but also to inspire and implement solutions to the environmental crisis. Their messaging focuses on the beauty of the natural world, the importance of protecting it, and the role individuals and businesses can play in conservation efforts.
Through initiatives like donating a percentage of sales to environmental causes, encouraging customers to repair and reuse products, and advocating for sustainable practices within the industry, Patagonia's voice is one of responsibility, action, and hope. They share stories of environmental activism, conservation successes, and the adventures that the natural world offers, all aimed at inspiring their audience to consider the impact of their actions and to join in the effort to protect the planet.
Patagonia's inspirational voice is powerful because it is backed by genuine action and a clear mission, making it a respected and influential leader in both the business and environmental communities.
Luxurious - Sophisticated, Elegant, Refined
Luxurious brands use a sophisticated and refined voice to evoke exclusivity, elegance, and premium quality. This voice is common in high-end fashion, gourmet products, and luxury services.
Tiffany & Co. is a prime example of a brand that exemplifies a luxurious voice in its branding and marketing efforts. Known for its exquisite jewelry, Tiffany & Co. communicates elegance, exclusivity, and timeless beauty. Their brand voice is sophisticated and refined, inviting customers into a world of luxury and romance associated with their iconic blue box.
Tiffany & Co.'s marketing often highlights the craftsmanship, heritage, and unique story behind each piece of jewelry, emphasizing quality and attention to detail. The brand creates an aura of exclusivity by showcasing its products as symbols of love, commitment, and celebration—making them not just purchases, but treasured keepsakes.
The brand's luxurious voice is consistent across all its communications, from its advertising campaigns and social media presence to the in-store experience. By focusing on the emotional connections their pieces can create, Tiffany & Co. successfully positions itself as a purveyor of dreams and timeless elegance, appealing to those seeking to express their deepest feelings through the gift of jewelry.
Professional - Polished, Formal
Characterized by a formal and respectful tone, the professional voice is used by brands that want to ensure reliability, respect, and integrity. It's common in industries like law, finance, and consultancy.
LinkedIn is a prime example of a brand that employs a professional voice in its branding and communications. As the world's largest professional network, LinkedIn's voice is polished, informative, and focused on career development, networking, and industry insights. Their messaging aims to engage professionals across various industries, offering tools and resources to help them achieve their professional goals.
LinkedIn's content, from articles and posts to their marketing materials, emphasizes the value of professional connections, continuous learning, and career advancement. The tone is always respectful and tailored to a professional audience, reflecting the platform's role as a space for professional growth, knowledge sharing, and thought leadership.
By maintaining a professional voice, LinkedIn successfully creates an environment that feels exclusive to the professional world, making it the go-to platform for professionals looking to enhance their careers, connect with peers, and discover new opportunities.
Quirky - Unique, playful, Unconventional
A quirky brand voice is unique, unconventional, and sometimes offbeat. It's used by brands that want to stand out from the crowd, often seen in indie products, creative agencies, and companies targeting younger or niche markets.
Mailchimp is a brand renowned for its quirky and distinctive voice in its communications. As an email marketing service provider, Mailchimp stands out in a crowded market by infusing its brand messaging with humor, creativity, and a touch of whimsy. Their brand voice is friendly, approachable, and fun, making the often technical world of email marketing more engaging and accessible to users.
Mailchimp's quirky voice is evident in everything from their website copy and marketing materials to their user interface design and email templates. They often use playful language, jokes, and unexpected visuals to create memorable experiences for their users. This approach not only differentiates Mailchimp from its competitors but also builds a strong, loyal community of users who appreciate the brand's human touch and personality.
By balancing professionalism with a playful tone, Mailchimp successfully communicates complex information in a way that's easy to understand and enjoyable, demonstrating that even B2B brands can benefit from having a little fun with their brand voice.
Comments