Learn from these examples of brand voice

Real-world examples of brand voice that you can learn from—and be inspired by!

Struggling to understand brand voice? Then you need examples!

Whenever the topic of brand voice comes up, everyone inevitably talks about the same classic examples: Apple, Dove, Harley Davidson, MailChimp, Skittles and Skype. They’re favourites for good reason—they’re clear and also easy to understand.

But since those names are almost always featured in such posts, I’m choosing to highlight other remarkable brands that you can refer to.

Some you may have heard of before, others may be totally new. The idea is to give you variety that you can learn from—because 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?

I’ll work on updating this post with stand-out examples whenever I have time. For now, I hope these 5 examples inform and inspire in your journey to defining your own unique brand voice!

Five different examples of brand voice

Brand voice example #1: Almdudler

Brand voice example: Almdudler

Almdudler shows us just how powerful of an impact visual branding plus brand voice can have when they’re in harmony.

Everything from the Almdudler colour palette (red and white, which corresponds with the Austrian flag) to imagery (the man and woman in national garb) and how they present themselves in a friendly and down-to-earth way 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 evident: Modern, trendy, youthful and fun—it’s instantly clear that they are 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) this lifestyle hotel’s brand voice undoubtedly resonates with its target market—and tells you a lot about their own personality.

As an added bonus, in a sea of hotel options, they’re actually memorable. Put another way: This is copywriting for millennials done right.

So 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 having a matter-of-fact tone, really highlight that ProtonMail means business when it comes to securing and protecting their users’ privacy. In other words, their brand voice provides insight into – and is a reflection of – the company’s own values.

It’s an important difference 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

Brand voice examples: Buck & Buck

A few things immediately stand out with a quick look at 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 humanises 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 precise with what they do, i.e. that they are experts in senior-friendly clothing. But 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 in 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.

How do they achieve that? 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!