Brand Voice: How To Create A Compelling Tone (7 Best Examples)

There are concepts in business that you absolutely need to have any chance of survival.

A market with a want or need, a unique position, an offer they want.

Although a unique brand voice doesn’t sit on the top rung of brand must-have’s, it’s absence or presence can make the difference between your brand being remembered or forgotten.

Branding is about being remembered, visually, and verbally. 

Your tone of voice is the unique topping on your brand message & presence that leaves a memorable flavour worth tasting. 

In this article, you’ll learn what a brand voice is, why it’s important and how to create a unique tone for your brand (With 7 top examples to boot).

There are concepts in business that you absolutely need to have any chance of survival.

A market with a want or need, a unique position, an offer they want.

Although a unique brand voice doesn’t sit on the top rung of brand must-have’s, it’s absence or presence can make the difference between your brand being remembered or forgotten.

Branding is about being remembered, visually, and verbally. 

Your tone of voice is the unique topping on your brand message & presence that leaves a memorable flavour worth tasting. 

In this article, you’ll learn what a brand voice is, why it’s important and how to create a unique tone for your brand (With 7 top examples to boot).

What Is Brand Voice?

Brand voice is the way your brand speaks to your audience and is shaped by your brand’s communication style and personality. 

Your brand voice (also known as a brand’s tone of voice), is crafted based on who your target audience is and is designed to make the brand feel familiar.

Couples with the brand’s unique message, the brand voice brings a sense of tangibility and humanity to what can otherwise feel like corporate messaging.

Why Is Brand Voice Important?

Business and branding is a dog-eat-dog world and only the most unique, consistent and relevant brands survive.

There are many boxes that need ticking before a business owner or professional brand-builder can begin of even thinking about a tone of voice.

A Specified Target Market

Competitive Awareness

A Unique Position

A Compelling Offer

A Messaging Framework

A Tangible Personality


Without these fundamentals in place, an appealing brand voice simply won’t have the environment to have an impact.

But if it does, a well-crafted brand voice can make a brand’s message stick by creating a sense of familiarity.

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Why Brands Must Feel Familiar

Most of our buying decisions are made in our subconscious by our reptilian cortex… which is the oldest and least evolved part of the brain that has kept the human species alive for millions of years.

There’s an old expression you might have heard before, that is; 

We buy with emotion and justify with logic.

Now although there’s truth in this saying, it’s not all about emotion.

Our subconscious decision-making follows logic including many factors from emotion to experience to familiarity.

We’re drawn to familiarity because it represents safety. If you’ve ever been in a social situation where you don’t know anyone and you suddenly hear a familiar voice or accent, you’ll know what I’m talking about.

Brand Voice vs Brand Personality

Although brand voice is often used interchangeably with the term brand personality, there is a difference between the two.

The brand tone of voice is a tool used to communicate a brands personality.

While the brand personality might include visual, verbal and physical attributes of the brand, the brand voice is more specified to the unique mood and tone of the brands language and messaging. 

So in essence your brand personality and brand voice are used together to create a brand that feels human.

7 Best Brand Voice Examples

So enough of all the background, let’s get into some juicy brand examples so we can see exactly how a brand’s tone of voice is expressed and how that enhances the effectiveness of the messaging.

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Example #1: OMSOM

Now in case you haven’t heard of OMSOM, it’s a brand founded by two Vietnamese sisters, Venessa and Kim, with an absolute red-hot passion for bold Asian spices and flavours.

They offer Asian spice packs to spice up dinner time because 

Real deal Asian cuisine and communities are too damn delicious to deny.

And in case the name wasn’t memorable enough for you, their URL is omsom.com. You’re not exactly gonna have to write that one down.

Growing up in the U.S. as the daughters of Vietnamese refugees, their passion was forged at the family’s kitchen counter watching their mom cook Viet dishes from scratch every night.

To say that this brand has a very distinct personality and tone of voice would be a massive understatement.

Everything about this brand is BOLD, LOUD, PROUD and FIEREY.

From their luminous Orange and Yellow RGB colour palette to their big and bold type, you’re left in absolutely no doubt from first glance what they’re about.

To complement their bold visuals and lively attitude, they really drive home the personality of the brand in how they use their tone of voice right throughout their messaging to set the mood.

On their “MEET US” page, they explain the origin of the brand name.

Omsom is a Vietnamese phrase meaning noisy, rambunctious, riotous. Most often used by parents (hit: ours) to scold unruly raucous children in the back of the car.

After being exposed to this brand for a couple of minutes, you don’t just want to buy a starter pack of spices… you want to hit the town with them.

And this to me, is the essence of branding… When a brand hits the right notes, you feel like they know you and you know them. 

Example #2: Chubbies Shorts

Chubbies Shorts are a brand founded by four mates who loved short shorts.

Through college, they used to scour through thrift stores and their dads’ closets trying to find pairs they could boast about.

Then, realizing they couldn’t be the only ones with the same passion, they build a business around it and the Cubbies Shorts Brand was born.

The brands overall personality and tone of voice has been shaped by the brand’s mission statement

 To treat our customers the way we treat our friends, to engage in the same way.

And that is exactly how to brand is expressed across all channels from their messaging to the tone of voice they lead with.

It really feels like a brand run by 4 friends mucking about… And that’s exactly how they want it to feel.

Their tone of voice is friendly, funny and absolutely in-formal. As casual a brand as you’ll find anywhere.

Recently they dropped a 30% off discount with the caption

Why? Because none of us went to business school

If you’re building a brand for an audience who appreciates an informal tone, the Chubbies Shorts are a brand you can learn a lot from.

Example #3: Chipotle

Chipotle is a Mexican Fast Food Restaurant with a difference.

I’ve referenced this brand a few times throughout this channel and one of the main reasons I’ve done so is because of how they use their tone of voice.

Yes they carved out a unique position by disrupting the low-quality, low-price Mexican Fast-Food market, with freshly-sourced produce, but it’s not just their position that sets them apart.

Chipotle has attitude… Bags of it.

 

Their tone of voice is uses cheeky, tongue-in-cheek humour to point the finger at cheaper, unhealthier options, like this one…