Brand Personality Tone Of Voice Examples

August 13, 2022
Posted by
Charles K. Davis

Are you struggling with defining and creating a brand tone of voice?

You can simply and easily create a vocal rhythm that will attract people like bees are attracted to flowers.

The secret is in the sentence above.

The tone of voice is the CREATOR.

They use highly creative metaphors such as:

  • Vocal Rhythm
  • Bees to flowers

These phrases convey a feel that you can identify.

When it comes to creating a tone of voice for your brand, there are 12 different personality types to choose from.

They are:

  • The Entertainer
  • The Innovator
  • The Advocate
  • The Pioneer
  • The Expert(Sage)
  • The Enthusiast
  • The Crusader
  • The Guardian
  • The Mentor
  • The Explorer
  • The Cheerleader
  • The Storyteller(Creator)

Each of these personalities has its own set of strengths and weaknesses, so it's important to understand which ones will work best for your brand and your target audience.

For example, if you're targeting young adults, the Advocate or the Innovator might be good choices, while if you're targeting seniors, the Guardian or the Mentor might be a better fit.

No matter which personality type you choose, it's important to make sure that your tone of voice is consistent throughout all of your marketing materials – from your website to your social media posts to your ads.

Here are three examples of brands that have nailed their tone of voice using three different personalities:

Apple – The Entertainer

Apple is all about fun and excitement, with a focus on innovation and creativity. Its tone of voice is upbeat and optimistic, and it always makes sure its customers feel like they're in on the latest trend. Apple's marketing materials are colorful and playful, and its ads are filled with exciting visuals and catchy slogans.

Disney – The Crusader

Disney is the perfect example of a brand that uses its tone of voice to create an overarching sense of happiness and nostalgia. Its messaging is family-friendly and positive, with an emphasis on promoting imagination and happiness. Disney's marketing materials are colorful and cheerful, and its ads often feature beloved characters from older movies.

Uber – The Innovator

Uber is all about change and progress, with a focus on convenience and efficiency. Its tone of voice is direct and unyielding, and it always puts its customers first. Uber's marketing materials are modern and streamlined, with no-nonsense text overlaid on stark backgrounds.

When it comes to tone of voice, there are 12 different options to choose from. But not all combinations are a great fit for every brand. You have to understand your target audience before selecting a tone of voice.

For example, consider the 3 personalities below:

The Innovative Rebel: This personality is always looking for the new and unheard-of. They challenge the status quo and are always pushing boundaries.

The Traditionalist: This personality prizes heritage and tradition. They believe in the old ways and think that change is often a bad thing.

The Experientialist: This personality loves new experiences. They're always trying something new and are always up for a good time.

When these 3 personalities combine, they create a powerful brand voice that speaks to innovation and change. This voice is perfect for brands that want to appeal to young, adventurous consumers.

In order to understand brand personality tone of voice, it's important to first grasp what it is.

Simply put, it's the way your company speaks to customers. It encompasses not only the words you choose but also the attitude and overall feeling conveyed.

There are 12 basic brand personalities, each with its own tone of voice. The three that are combined to create the 3-dimensional brand voice will vary depending on your target audience.

Not all brand voices are a great choice, however. You have to understand the intended audience in order to create the right tone of voice for them.

The three basic personalities are authority, friendliness, and excitement.

Authority is all about professionalism and coming across as an expert in your field.

Friendliness is warm and nurturing, while excitement is energetic and enthusiastic.

When these three personalities are combined, they create a powerful brand voice that can connect with customers on an emotional level. They convey trustworthiness, caring, and happiness, among other emotions.

An example of this would be Apple's "Think Different" campaign from the late 1990s and early 2000s. The ads featured celebrities and historical figures who had changed the world in some way, and Apple's message was that their products could help you do the same.

The tone of voice was one of excitement and innovation, portraying Apple as a company that was always moving forward. It was a departure from the more dry and formal style of advertising at the time, and it was hugely successful.

Another example would be Nike's "Just Do It" campaign. This slogan has been around for decades, and Nike has used a variety of tones of voice over the years. Their current tone is one of authority and friendliness, with an underlying message of excitement. This combination has helped them become one of the most successful brands in the world.

When creating your own tone of voice, it's important to think about what emotions you want to evoke in your customers. Consider your target audience and what would appeal to them most. Then find a way to communicate those feelings through your words and attitude. It takes time and effort to get it just right, but when you do, it can be incredibly powerful.

Crafting the right tone of voice for your brand can be tricky, but it’s worth taking the time to get it just right. If you evoke the right emotions in your customers, they’ll be more likely to connect with your company and product. And when that happens, magic can happen.

So how do you find the perfect tone for your business? It starts with understanding who your target audience is and what would appeal to them most. Once you know that, start thinking about how you can communicate those feelings through your words and attitude.

It takes time and effort to get it just right, but when you do, it can be incredibly powerful. Are you stuck on your brand voice?

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