Brand Voice Examples
Brand voice works in all areas of your marketing and interaction with clients. You see it on marketing content such as your website, social media, email campaigns, your product packaging, your public and online events, and your direct interactions with customers.
Here are some examples where you can see brand voice in action:
Moosejaw is an online retailer that sells outdoor apparel and related goods. What makes the brand unique is the humorous tone of voice that runs through all of its content. For example:
- A promotion for a discount offered through its email list says, “DUH. We totally screwed up that email sign up thing. Use code xxx to get 15% off basically everything.”
- Its contact form shows a cute laughing child and says “Questions? Chat with the smartest person at Moosejaw.”
- A sign on the back of its truck reads, “Driver carries less than $50 cash and is fully naked.”
The Iceland Wants to Be Your Friend campaign is promoting travel to Iceland. Its brand voice speaks as the country itself and uses quaint low-tech words and other phrases to seem like a slightly backward but charming country. It says things like, “My name is Iceland. I am an island, full of mountains and glaciers, and hot water and sheep and many nice Icelandic people.” It calls on the reader to click and find out more information by saying, “I stay put in the middle of the ocean, but here are my Inter-nets for you to klikk with your mouse or your finger.”
Beer brand Newcastle Brown Ale created a unique brand voice based on honesty and calling out the dishonesty and tricks used in usual beer advertising. This voice is used consistently across all of its content and advertisements. In addition to using language that is genuine and personal, it also created ads lampooning other beer companies’ ads with its If We Made It campaign.
Many brands base their voice on social change. Car-sharing Zipcar’s content focuses on creating a society that’s kinder to the environment by having fewer cars. Libertine is a brand that uses the values of the women’s movement to sell its products. It says things like, “redefine the women’s media landscape by celebrating inner life over outer appearance.”
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