Fresh, real-world examples plus expert tactics small businesses can borrow
These 5 unexpected brands perfected their brand voice: here’s what they signal & the tactics you can copy
Whenever the topic of brand voice comes up, everyone inevitably talks about the same classic examples: Apple, Dove, Harley Davidson, MailChimp, Skittles and Skype.
Listen, they’re favorites for good reason—they’re clear, easy-to-understand examples of brand voice.
However, while useful, they’re also predictable. 😉 And, let’s be honest, reading about the same examples of brand voice over and over again doesn’t really help much when you’re trying to get a better understanding of the topic. Right?
So, let’s highlight some other remarkable brands you can refer to. (Some you may know, others may be totally new.) Then for each example, I encourage you to (1) analyze what each brand voice signals to the reader and (2) take note of the practical lessons you can take away then apply to your small business marketing.
ℹ️ Heads up:
This article is best suited for those who already have a solid grasp of what brand voice is. If you’re new to the concept of brand voice, you’ll want to start here, where I explain the elements of brand voice and the 7 steps to follow to find yours.
Five different examples of brand voice
Brand voice example #1: Almdudler
Almdudler shows us just how powerful an impact visual branding + brand voice can have when they’re in harmony.
Color palette: red and white, which corresponds with the Austrian flag.
Imagery: the man and woman in national garb.
Tone and voice: the writing is warm, nostalgic, romantic, and a touch folksy; the storytelling evokes images of authenticity and tradition.
Here you get the impression that these folks are distinctly Austrian and truly genuine; that while times have inevitably changed since 1957, the core of their business—from the perfect recipe to company ownership and their focus on giving customers a drink with heart and soul—hasn’t.
Could there be a more quintessentially Austrian soda? Doesn’t seem like it.
Almdudler: Traditional, authentic, and amiable
Brand voice example #2: Moxy Hotels
Moxy’s brand voice is pretty obvious, isn’t it?
They’re modern, trendy, youthful and fun—it’s instantly clear that they’re all about millennials.
From the language they use (“work hard, play hard” and “join the scene”) to stylistic choices, like the incorporation of chat abbreviations (“<3” for a heart, i.e. love) and hashtags (#atthemoxy), that undoubtedly resonates with its target market, this lifestyle hotel’s brand voice gives you a good idea what to expect if you stay at one of their hotels.
As an added bonus, in a sea of hotel options, they’re actually memorable. Put another way: This is copywriting for millennials done right.
If you’re searching for an example of a brand that successfully speaks its clients’ language, look no further than Moxy Hotels.
Moxy Hotels: Modern, trendy, youthful, and fun
Brand voice example #3: ProtonMail
There are a lot of free e-mail providers out there, but none scream privacy quite like ProtonMail. And that’s thanks to their credible brand voice.
Short and simple sentences that are to the point, and a matter-of-fact tone, really highlight that ProtonMail means business when it comes to securing and protecting their users’ privacy.
In other words, ProtonMail’s brand voice is a reflection of the company’s own values.
That’s a winning strategy because anyone can (theoretically) be based out of Switzerland or use end-to-end encryption, but not everyone sounds trustworthy, serious, and reliable enough to be believed by a highly skeptical audience.
ProtonMail: Credible, professional, and safe
Brand voice example #4: Buck & Buck
A few things immediately stand out from the selected snippets of copy from Buck & Buck’s website in the image above:
- Buck & Buck use lengthier sentences that mimic the thoughtful way one might speak with a prospective client in real life; it ‘sounds’ like they’re actually conversing with the reader.
- Their highly descriptive, explanatory style isn’t just for SEO purposes. It humanizes the brand, making them more approachable even to first-time customers who might be embarrassed or uncomfortable about needing/purchasing their first set of elderly apparel.
- They take a more serious tone in their writing to show that they’re serious and precise with what they do, i.e. that they are experts in senior-friendly clothing. (Note that they don’t come across as stern or unsympathetic.)
These are all very conscious brand voice choices to (1) appeal to and endear themselves with their target customer and (2) give insight into what they stand for as a brand.
In other words, you get the impression that they are a caring and helpful bunch that are also serious about making the best clothing possible for seniors with differing needs.
Buck & Buck: Caring, approachable and precise
Brand voice example #5: KTM
We have another Austrian brand on this list of examples of brand voice and if it wasn’t obvious, theirs is all about being bold, adventurous and authoritative.
The confident KTM voice is almost like that of an assertive and fearless friend, pushing you to go beyond your limits because you can—and because you’re going to love it!
Theirs are powerful (and fast) machines, which is why their brand voice has an appropriately energetic style. Their brand voice matches their product.
Wouldn’t it be weird—jarring—if their brand voice was cutesy or sentimental? (That’s exactly why it’s so important you get your brand voice just right!)
Anyway, how do they achieve that perfect alignment?
Through meticulous phrasing (“the ultimate weapon in the battle for one hundredths of a second”) as well as relatively short and sometimes even abrupt sentences like “Everything 100%”.
KTM: Bold, adventurous, confident and authoritative
And there you have it. Five totally different examples of brand voice for your reference.
What did you think of them?
- Were they successful in shedding light on their own personalities?
- Did how they write influence your perception of them?
- Were they successful in setting themselves apart from other brands you know of with similar products/services?
I hope you walk away from this post inspired to establish your brand’s voice. But more importantly, that you gained a better understanding of how to put brand voice to outstanding use!