88% of marketers are turning to brand voices. Why? To build stronger customer connections and transform their business communication from a tiny whisper to a resounding roar! But the best brand voice examples go beyond catchy taglines and memorable logos. They encompass how your business communicates, whether written or verbal, to cement your brand in customers’ minds.
At Voice123, we understand that nothing makes for better marketing than the power of voice. So in this post, we’ll discuss what is a brand voice, 5 of the best brand voice examples, and how to use the best brand tone of voice for your business.
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What is a brand voice?
A brand voice is a powerful tool that allows businesses to communicate their values and personalities to audiences through compelling copy and vocal identity. This tool encompasses word choice, business attitude, and messaging across platforms like commercials, promos, demos, marketing materials, social media posts, blog articles, and customer service interactions. With a well-defined brand voice, a business can shape its identity, enhance consumer recognition, and create memorable customer experiences.
A brand voice can also be figurative or literal. Figuratively, it includes what a company says and how they say it, while literally, it covers who is speaking. Some companies, for example, hire celebrities or voice actors to be their brand voice. McDonald’s partnered with American rapper Travis Scott in 2020, naming a regular menu meal after him. The result? The meal sold out wherever it was released. So, with an appealing brand voice, even a product that’s been on the market for some time can become a sought-after item. Let’s look at 5 brand voice examples to help you create your brand voice.
5 influential brand voice examples
The most influential brand voice examples are motivational, innovative, humorous, nostalgic, and efficient. Here are some examples of brand tone of voice.
1. Use content that motivates: Nike
Nike’s brand voice is motivational because it promotes the idea of ‘determination, courage, and resilience’ – qualities that build strong athletes, communities, and countries. Nike achieved this voice by using inspirational footage of athletes to motivate customers to believe that everyone can be resilient and reach their goals. Especially when Nike is there to help them Just do it with the right athletic gear.
2. Promote innovation over details: Apple
Apple’s brand voice offers creative technology that speaks for its unique innovation instead of promoting overly detailed lists of specifications. Apple achieved this by drawing customers’ attention to the sleek innovation of its product’s design and features. They help customers appreciate how Apple’s streamlined devices offer unmatched quality to students, business owners, and office workers.
3. Use humor to draw your audience: Wendy’s
Wendy’s brand voice uses witty sarcasm and edgy humor on social media to build an entertaining brand voice. They achieved this through comical exchanges that cement their brand’s name in customers’ minds without producing costly commercials. With snarky comebacks and wicked humor on Twitter, Wendy’s brand voice draws its target audience of millennials with good-natured humor.
4. Create nostalgic moments: Coca-Cola
Coca-Cola’s traditional brand voice uses nostalgic marketing to offer consumers something more valuable than a beverage. Their brand voice appeals to consumers by promoting experiences of happiness, joy, friendship, and family, with Coca-Cola as the central feature. By labeling their bottles with 250 common names in the Share a Coke campaign, the company ensured that customers could share special moments with loved ones by buying Coke bottles with memorable names on them.
5. Endorse efficiency: Slack
Slack’s brand voice caters to business professionals using casual friendliness and business efficiency. The brand achieved its voice by appealing to its target market with simple, no-frills communication. The company promotes global efficiency instead of witty one-liners, giving customers what they want – a professional workflow management tool that’s globally invaluable.
5 best brand tone of voice examples
There are five distinct brand tone of voice examples, 1) formal, 2) conversational, 3) humorous, 4) empathetic, and 5) inspirational. Here’s a quick breakdown of each and how to use it in your brand voice.
1. Formal tone
A formal tone is professional and direct and suits companies that handle essential information, like banks and law firms. Suppose you’re offering fast, practical solutions with a high level of professionalism. In that case, a formal brand tone of voice provides your customers with security, letting them know their product is in good hands with your company. The Wells Fargo brand voice, for example, endorses high-level professionalism through its slogan, It all begins with you.
2. Conversational tone
A conversational tone is natural and spontaneous, establishing personal connections between products and customers. If you want your product to resonate with audiences, use this tone to build relatability and authenticity and address how your product solves customer problems. Tech companies like Microsoft use a conversational tone, like in the Surface Pro 8 commercial, which appeals to audiences in a friendly, relaxed manner.
3. Humorous tone
A humorous tone is usually a witty brand voice that presents products/services more appealingly to customers. If you use social media platforms or rely on consumer interaction, you can use this brand voice to attract customers with entertaining online banter and witty comments. Fast food chains like Burger King’s Confusing Times commercial use this fun tone to showcase how their burgers remain unchanged despite life’s contradictions.
4. Empathetic tone
Empathetic tones are gentle and compassionate. This helps you appeal to audiences by highlighting your genuine care for their concerns. Non-profits and healthcare organizations like Abbott Medical use this tone. Abbott’s Health and Human Dignity promotion focuses on establishing heartfelt connections with clients by cementing their brand as a trusted authority.
5. Inspirational tone
Inspirational tones motivate and encourage audiences to take action. You can use this to stimulate an idea or specific activity in your audience. Self-improvement or fitness brands like Echelon Fit use this brand voice to encourage people to get fitter and stronger and set goals they can reach with the company’s products.
How to create your brand tone of voice
You can create your brand tone of voice by following these steps:
- Analyze your brand’s personality, values, and emotions you want to evoke with your company message.
- Define your target market, researching their preferences, communication style, and language.
- Create a tone that uniquely reflects your brand’s identity. For example, GEICO’s brand voice combines humor and wit to entertain audiences while promoting something as mundane as insurance.
- Hire talented voice actors like those on Voice123 to create a brand voice that communicates with your audience across website content, social media posts, marketing materials, customer service interactions, and more.
Final thoughts on brand voice examples
So, folks – a brand’s voice is its identity, differentiating it from competitors. And with brand voice examples that are motivational, innovative, humorous, nostalgic, and efficient, you can create business messages with a brand tone of voice that’s formal, conversational, humorous, empathetic, or inspirational.
And with a professional voice over from Voice123, you can make anything from insurance ads to happy meals appealing to consumers because you’re in good hands with Voice123.
FAQs
A brand voice is a business’s unique personality and tone that’s communicated to audiences through unique content, copy, and vocal identity.
Influential brand voice examples have 5 main features; they’re motivational, innovative, humorous, nostalgic, and efficient.
