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.