20 Brand Tone of Voice Examples to Inspire Your Own

Why do you immediately think of Netflix when someone asks you about a movie or a horror season.

Yes, they have a brilliant collection of movies and series in 4K quality.

But that’s not the real reason.

It’s because they know how to stand out from the crowd with their “Brand Voice”.

For example, when Netflix run ads, their banner/billboard looks something like this:

They know how to capture the attention and connect emotionally with an audience.

In this blog, you’ll learn just how important a strong brand voice of tone is, with real-life examples from big brands, 

And how you can craft your own identity to stand out from the crowd.

This isn’t about boring writing tips or cliches, it’s about finding your brand’s personality so people love your message.

What is the Brand Voice of Tone?

Your tone of voice is not just about the words you use, it’s the actual brand personality behind your words.

You see, 

There’s a clear difference between coming across as a relatable friend, or a boring corporate robot.

Here’s what Nike did:

“Just Do It” – It’s short, punchy and action-driven.

Your tone represents who you’re, and what you are actually representing.

Most importantly, it’s how people feel when they engage with your brand.

Why Does Your Brand Need a Voice of Tone?

Let’s be real here.

Without a clear tone of voice, your brand is like an off-key singer, hard to connect emotionally with an audience.

Here are the few reasons your brand needs it:

• Recognition: People instantly know it’s you. Just like Apple’s sleek simplicity or Disney’s magical nostalgia.
• Connection: Your tone builds trust and makes people feel like you get them.
• Consistency: From your website to your emails to your social media posts, they feel consistent.

Let’s understand it with a more relatable example.

Imagine Coca-Cola sounding like a traditional car insurance ad, 

“Purchase our beverages for a refreshing experience”

Weird, right?

This happens when you don’t have a strong brand tone of voice.

How To Create Your Brand Voice Guidelines

This isn’t like writing a random essay.

You must do a lot of research before finding/writing your brand voice.

But first, let’s understand the terms voice and tone.

A brand’s voice is its personality, while a brand’s tone is how it connects with an audience emotionally depending on the situation/time.

Here’s how you can develop yours:

1. Understanding Your Brand Personality

Ask yourself:

• If my brand were a person, who would they be?
• Are we formal or casual? Serious or playful?

For example:

• Tesla = The confident innovator, always thinking ahead.
• Lush Cosmetics = The passionate activist who cares about the planet.

2. Researching Your Audience

Now, this is the most crucial step of writing your brand tone of voice.

You should try to speak the language of your customers. 

Are they professionals, parents, teens, or entrepreneurs?

You need to understand what your audience talks about, as it will tell you about their beliefs and values, 

And what kind of content they engage with.

We’d prefer to create a buyer persona so you can understand their demographics, pain points and buying behavior as well.

Let’s take an example of Slack.

Slack talking to a formal corporate audience.

Instead of their usual casual, friendly tone, they’d sound awkward and out of place.

3. Documenting Your Guidelines

If your brand voice isn’t documented, it doesn’t exist.

Write it down! Include:

• Core values (e.g., fun, helpful, confident).
• Dos and don’ts:

Do: Use contractions, write in simple language, and be conversational.

Don’t: Use jargon, overly formal language, or robotic phrasing.

• Examples of on-brand vs. off-brand messaging.

20 Examples of Effective Brand Tone of Voice & Personality

1. Apple – Minimalist and Visionary

We all know that, 

Apple’s tone is a masterclass in simplicity and innovation.

• Focus: Their messaging is clean, focused, and free of unnecessary fluff.
• Language: Avoids technical jargon, making even complex concepts feel understandable.
• Emotion: Inspires creativity and forward-thinking.
• Example: “Think Different.” – A short, powerful statement that challenges the target audience to see the world with a completely different perspective.

Apple’s tone doesn’t just sell products; it sells a lifestyle of innovation and excellence.

 2. Nike – Empowering and Driven

Nike’s tone is all about inspiration and action. 

• Focus: Encourages people to break barriers and achieve greatness.
• Language: Bold, straightforward, and filled with energy.
• Emotion: Instills confidence and drive, making customers feel unstoppable.
• Example: “Just Do It.” – A three-word battle cry that motivates people to act, no matter the challenge.

They turn every message into a personal pep talk, pushing you to achieve your best and win in life.

3. Coca-Cola – Cheerful and Inclusive

Who doesn’t love the moment when they open a soda with friends?

It’s not just about the drink, it’s about who you share it with.

That’s Coca-Cola.

• Focus: Reminds people of shared moments, like clinking glasses at a barbecue or celebrating small wins.
• Language: Simple and nostalgic, bringing back memories of joy and togetherness.
• Emotion: Feels like that friend who always brightens the room.

Example: “Taste the Feeling.” – It’s more than just a drink; it’s the sound of laughter, the feeling of celebration.

4. Old Spice – Quirky and Adventurous

Let’s face it—buying body wash isn’t exactly exciting.

But Old Spice saw that pain point and thought, “What if we make it… epic?”

• Focus: Combines humor with a sense of adventure, making the ordinary (like body wash) feel extraordinary.
• Language: Absurdly playful and full of over-the-top storytelling.
• Emotion: Makes you laugh and feel bold, like you can tackle anything—while smelling great.

Example: “Smell Like a Man, Man.” – It’s ridiculous yet memorable in a refreshing way.

5. Mailchimp – Fun and Conversational

You can think of Mailchimp as your office companion who translates email marketing basics while keeping the subject engaging.

• Focus: Simplifies email marketing for everyone.
• Language: Friendly, clear, and mixed with humor.
• Emotion: Reassures users they can handle it with ease.
• Example: “Send Better Email.” – A no-frills, relatable promise of improvement.

It’s like getting advice from a friend who’s smart but never talks down to you.

6. Slack – Casual and Collaborative

Slack feels like that one coworker who keeps things running smoothly without making a big deal about it.

• Focus: All about making teamwork easier and faster.
• Language: Simple, friendly, and to the point—like a quick text.
• Emotion: Makes work feel less like work and more like teamwork.
• Example: “Where Work Happens.” – Because it’s where your ideas and team come together.

7. Tiffany & Co. – Elegant and Refined

Tiffany started in 1837, selling fancy goods—now it defines luxury worldwide.

Here’s how their brand tone of voice is defining them.

• Focus: Timeless beauty and life’s special moments.
• Language: Polished but simple, like a love letter written with care.
• Emotion: Every piece feels like it holds a story.
• Example: “Unwrap the Magic.” – Because with Tiffany, it’s not just a gift; it’s an unforgettable experience.

8. Innocent Drinks – Playful and Honest

Innocent started with a mission to make healthy drinks fun—and they did it.

Because no one wants to have tasteless drinks.

• Focus: Building trust through humor and transparency.
• Language: Light-hearted, approachable, and cheeky.
• Emotion: Makes you smile while drinking something good for you.
• Example: “Tastes Good. Does Good.” – Because being healthy and honest should always feel refreshing.

9. Tesla – Innovative and Confident

From day one, Elon Musk has been about flipping the script on what cars—and energy—can be.

• Focus: Leading innovation while promoting sustainability.
• Language: Bold, visionary, and inspiring.
• Emotion: Makes you believe in a greener, smarter future.
• Example: “Accelerating the World’s Transition to Sustainable Energy.” – A powerful statement that aligns their mission with global progress.

10. Wendy’s – Bold and Witty

When an 81 year old named Clara Peller asked the world a legendary question: “Where’s the beef?” 

She was targeting skimpy hamburger patties—and this boosted Wendy’s revenue by 31% ($945 Million) in 1985.

• Focus: Engaging customers with humor and sass.
• Language: Sarcastic, clever, and unapologetically bold.
• Emotion: Makes you laugh while grabbing your attention.
• Example: “Where’s the beef?” – A classic line that turned their brand into a social media legend.

Wendy’s doesn’t just serve food—they serve boldness.

11. Spotify – Personalized and Engaging

Spotify loves millennials and Gen Z. They never forget using memes in their campaigns like they did in 2019.

• Focus: Personalizing the music experience.
• Language: Relatable and easygoing, with a personal touch.
• Emotion: Makes you feel seen, understood, and connected.
• Example: “Music for Every Mood.” – Because music should be as personal as your playlist.

12. Airbnb – Friendly and Trustworthy

Ever wondered about the psychology behind the AirBnb logo, here’s the secret.

• Focus: Making guests feel at home, no matter where they are.
• Language: Warm, inclusive, and inviting.
• Emotion: Instills trust and a sense of belonging.
• Example: “Belong Anywhere.” – Because when you travel, you should always feel at home.

13. Lush Cosmetics – Passionate and Ethical

If we’d offer you to choose synthetic, chemical based products for your skin, would you choose them?

Of course, not. That was the same aim when Lush Cosmetics launched.

It’s all about beauty with a conscience—nothing fake, just real.

• Focus: Advocating for sustainability and self-care.
• Language: Direct, passionate, and sometimes cheeky.
• Emotion: Makes you feel empowered to make better choices.
• Example: “Fresh Handmade Cosmetics.” – Because beauty should be fresh, ethical, and beautiful inside and out.
  

14. The New York Times – Authoritative and Intelligent

Most of you think that The New York Times just reports the news – but they don’t.

They challenge you to think more critically and engage with the world thoughtfully. 

• Focus: Providing reliable, in-depth news and analysis.
• Language: Factual, polished, and authoritative.
• Emotion: Makes you feel like you’re reading something important.
• Example: “The Truth Is Hard.” – A bold statement reflecting their commitment to real journalism.

This single campaign earned over $16.8 Million in media value.

15. Disney – Magical and Nostalgic

It all started in 1923 when Walt Disney set out with a dream, some sketches, and an idea to bring stories to life.

• Focus: Celebrating imagination and childhood memories.
• Language: Whimsical, dreamy, and full of wonder.
• Emotion: Makes you feel like anything is possible, no matter your age.
• Example: “The Happiest Place on Earth.” – A promise to make every visit feel magical.

We can say, “It’s a birthplace of childhood memories”.

16. IKEA – Practical and Simple

Everyone wants affordable and stylish furniture for their homes because they shouldn’t be just reserved for the wealthy.

• Focus: Providing affordable, functional home solutions.
• Language: Clear, relatable, and practical.
• Emotion: Makes you feel capable and ready to tackle any DIY project.
• Example: “Make Everyday Brighter.” – Simple, uplifting, and exactly what IKEA wants you to feel when you walk into their stores.

17. H&M – Trendy and Accessible

Source: designhill

Back in the 1940s, H&M started with one mission: make style affordable for everyone.

They know that people don’t want to spend a lot on just fashion.

• Focus: Keeping you on-trend and budget-friendly.
• Language: Upbeat, fun, and accessible.
• Emotion: Makes you feel stylish and confident without breaking the bank.
• Example: “Fashion and Quality at the Best Price.” – They promise the best of both worlds—without the stress.

18. HubSpot – Helpful and Human

So, you need to figure out the winning marketing strategies for your next campaign but couldn’t find out the best resource.

That’s what Hubspot does.

• Focus: Simplifying complex marketing concepts.
• Language: Warm, approachable, and educational.
• Emotion: Makes you feel like you’re learning, not just reading.
• Example: “Grow Better.” – A promise that growth is within your reach—and it doesn’t have to be complicated.

19. Zendesk – Calm and Reassuring

Ever called customer service after a long day, dreading hold music and scripted replies?

Zendesk understands that pain.

• Focus: Making customer support easier and more efficient.
• Language: Clear, empathetic, and reassuring.
• Emotion: Makes you feel that help is just around the corner.
• Example: “Customer Service Software That’s Easy to Love.” – Because support should be simple, not stressful.

20. Ben & Jerry’s – Activist and Playful

With Ben & Jerry’s, every spoonful feels like a small step toward a better world—and who wouldn’t want that?

• Focus: Advocating for social justice while making great ice cream.
• Language: Playful, fun, and socially aware.
• Emotion: Makes you feel good about enjoying a treat that stands for something.
• Example: “Peace, Love, & Ice Cream.” – A blend of light-heartedness and activism.

Tools to Develop and Maintain Your Brand Tone of Voice

You send an unusual message to your friend, but then realize how awkward it feels. 

The same thing happens when your brand’s tone of voice isn’t consistent.

And, if you’re not sure about where to start, 

Here are some of the tools which can help you come up with different ideas to create your own brand voice.

AI SEO Writer: You can keep your tone sharp, and search engine friendly.

Try SEO Writer by Undetectable AI so your words sound great and rank on Google.

The SEO Writer by Undetectable AI crafts content that flows naturally, connects with your audience, and still checks all the right boxes for Google rankings.

Need engaging blog posts? Check. Catchy social captions? Done. Product descriptions that sell? Absolutely.

No more worrying about sounding robotic or getting lost in the search engine abyss.

Just smart, authentic writing that makes your brand stand out and get noticed.

AI Paraphraser: You can reframe your ideas without losing your brand’s soul.

Try AI paraphrasing by Undetectable AI let you test the different ways to say the same thing.

It’s like changing outfits but keeping your signature style.

Need to shake up a product description? Tweak that headline? Or just avoid sounding repetitive? The AI Paraphraser has your back.

You can also experience our AI Detector and Humanizer in action with the widget below!

FAQs: Brand Tone of Voice and Personality

Conclusion

Our brand’s tone of voice isn’t just about “sounding good.”

It’s how we connect with our audience, build trust, and stand out in a crowded market.

By following the steps we’ve covered, learning from brands that do it right, and using the right tools, we can stay consistent and impactful.

At Undetectable AI, we’re here to help you craft authentic, engaging content so your voice is one your audience will love and remember.