Brand Voice Examples and Tips (2025)

I’ve seen too many brands trying to become “the next big thing” without ever clarifying what they truly sound like. So let’s set the record straight: brand voice isn’t optional.

It is what sticks in your audience’s mind long after they’ve read your copy, seen your ads, or scrolled past your social media posts.

A strong brand voice is that intangible vibe that makes you unique. It turns your business from an anonymous company into something people relate to, trust, and back.

But getting there is rarely simple. It takes honest self-reflection, research, ensuring all parts work together, and consistent follow-through.

Let’s look into what brand voice really means, the different styles you might create, a five-step plan to form yours, and real-world examples of companies getting it right.

What is Brand Voice?

At its core, brand voice is your company’s personality expressed in writing. It is how you appear to your audience in every piece of communication:

• Website copy
• Emails
• Social media posts
• Print ads
• Product packaging

With a clear brand voice, you become easier to recognize. Your audience learns what to expect from you, and that steadiness builds emotional ties that can last beyond a price change or even a supply snag.

Think of brand voice as the intangible handshake your business offers, one that comes off as genuine or awkward.

Why Brand Voice Matters

It can be the difference between fitting in and standing out. It also:

• Instills trust: Consistent wording boosts credibility.
• Builds loyalty: People tend to return to brands that speak in a warm, familiar manner.
• Differentiates you: In a crowded market, your tone and position set you apart.

Types of Brand Voices

Different brand voices suit different personalities and audiences:

Formal and Traditional

Typically used by institutions like banks, law firms, or consultancies. It also often conveys authority and reliability.

Casual and Friendly

Suited for mainstream lifestyle brands that want to feel like a regular friend. Uses plain, approachable language.

Bold and Provocative

Favored by disruptive startups or edgy consumer brands. Features sharp statements and witty remarks with a hint of challenge.‍‍

‍Quirky and Offbeat

‍Common with niche retail or direct-to-consumer brands that aim for a playful or unconventional edge.

May include puns or humorous language to spark a smile.

Sometimes you might mix two or more. You might be formal yet witty, or casual but confident. The key is to combine these traits with care so your voice doesn’t feel like a haphazard blend.

5-Step In-Depth Guide to Creating Your Brand Voice

Building a unique tone and language approach doesn’t happen by accident. After all, you want a voice that stands the test of time. Here are five steps to help you create yours.

1. Self-Audit: Know Who You Are

Start by examining your own brand honestly. Consider aspects like:

• Mission & Values: Are you driven by environmental sustainability, or is cutting-edge tech your focus?
• Leadership’s Vision: The views of your leaders often influence how you speak externally.
• Current Audience: Are they formal or playful? Younger or older? Experts or beginners?

Ask yourself questions such as:

“What do we want to be known for?”
“If the brand were a person, how would it talk?”

Write down the key attributes that define your brand. Pull these from mission statements, founder interviews, and informal feedback from key stakeholders.

Pro tip: Gather a few brand advocates, people inside or outside your company who truly understand your identity, and ask them to describe your brand in three words. The results can be eye-opening.

2. Competitive and Audience Research

Now, look outside your own business.

• Competitive Landscape: Review your top competitors’ brand voices. Are they stiff and formal? Edgy and irreverent?
• Gap Analysis: Find areas where your tone can be distinct or more in tune with what your audience prefers.
• Audience Interviews: Talk with your target customers. Learn which tone or style hits home. Sometimes the people who use your product will tell you that your current voice is too vague or unmemorable.

By combining your internal review with what’s happening in the market, you gain clear insight into where your voice can shine.

3. Identify Your Core Voice Attributes

This is the moment when things click. Decide on 3–5 key attributes that will guide every piece of your messaging. For example:

• Empathetic: Show that you care about your readers’ feelings, hopes, and challenges.
• Bold: Question the norm and don’t be afraid to state your opinions.
• Humble: Instead of bragging about your achievements, emphasize collaboration or gratitude.
• Fun: Bring energy and a touch of humor where appropriate.
• Innovative: Highlight forward-thinking and fresh ideas.

Avoid generic adjectives like “professional” or “nice.” Be specific and make sure the words match your brand’s identity.

4. Document It

Your brand voice guideline is the blueprint for consistency. If no one sees or understands it, it won’t help. Create a living document that includes:

Your brand story, mission, and personality traits.The 3–5 attributes you’ve chosen.A list of language dos and don’ts.Strong examples.

Quick list:

• Approved Vocabulary: Words or phrases that fit your identity.
• Forbidden Words/Phrases: Terms you want to avoid.
• Tone Shifts: If your style changes between social media and newsletters, explain those differences.

Make sure your creative team, internal staff, and external partners can easily access this document. Ideally, host it in a shared online space, like a digital brand book.

5. Test, Refine, and Train

A brand voice is never truly finished. It will change. You need to be willing to cut what doesn’t work and put more emphasis on what does.

• Test: Introduce the new voice on some channels and track interactions.
• Refine: Adjust language that doesn’t perform as expected.
• Train: Bring your content creators, sales teams, and support staff up to speed. If they don’t reflect your brand voice, customers notice immediately.

A brand voice works only if the people creating it uphold the same standards.

2 Success Stories

Real examples often help clarify the idea of brand voice. Here are two very different approaches, one formal and reserved, the other unconventional.

Traditional Example: Deloitte

Overview: Deloitte is a global professional services firm known for financial advisory, consulting, and analytics.

Tone: Polished, authoritative, and measured.

Language:

• Uses a steady, formal business language.
• Avoids confusing jargon while still fitting into the corporate context.
• Instills confidence by mentioning decades of experience, proven methods, and a reliable track record.

Result: Deloitte’s voice reinforces trust and professionalism. They stick to a serious tone, giving decision-makers the feeling they’re working with experienced experts.

Untraditional Example: Oatly

Overview: Oatly is an oat milk brand famous for quirky ads, playful packaging, and a bold approach to marketing.

Tone: witty, relaxed, and fun.

Language:

• Presents product benefits with a touch of irony or light humor.
• Breaks some grammar rules when it suits the style.
• Surprises readers with self-deprecating humor or highly personal statements.

Result: Oatly’s voice starts conversations. They build a connection with consumers who appreciate a brand that doesn’t take itself too seriously. While this style might not suit everyone, it clearly differentiates them.

Traditional vs. Untraditional Voice

Frequently Asked Questions

Here i have gathered the most common questions about brand voice.

What if I’m torn between multiple brand voice styles?

That is normal. Sometimes a brand adopts more than one tone, especially when addressing different audiences.

The key is to keep everything coherent and be clear about when to use which tone. You might use a more formal voice for corporate messages while keeping things light on social media.

Will my brand voice alienate some potential customers?

It might. But that is not necessarily a problem. A strong voice is designed to attract the people who truly connect with your values, not everyone.

If someone doesn’t click with what you say, they probably aren’t your target.

How do I keep my brand voice consistent when outsourcing?

Write everything down. Your brand voice guidelines should be clear and easy to access. Include real examples of good use.

Have someone on your team review all external content to ensure it matches your standards.

Can’t my brand voice just be “professional”?

“Professional” is a decent starting point, but it doesn’t set you apart. Many businesses use safe, generic language.

If professionalism is key for your industry, add some extra qualities—like warmth, a hint of humor, or a data-driven focus—to give your voice more depth.

How soon can I see the impact of refining a brand voice?

It may take a few months to notice changes. Over time, a consistent and memorable voice can boost engagement and strengthen customer loyalty, even if the change isn’t immediate.