Branding News
From Bland to Bold: Mastering Your Brand’s Voice and Tone
Let me start with a little confession: I spent too long once deciding if I was a “bold blazer” or “chill cardigan” before a big meeting. Spoiler: I went with the blazer—and regretted it as soon as I walked into a room of casual tees. That experience taught me that how you present yourself matters, but only if it aligns with who you are and your audience’s expectations.
The same principle applies to crafting a brand personality. Your brand’s voice and tone are the metaphorical outfits your company wears whenever it speaks to your audience. So, how do you make sure you’re nailing the vibe, not overdressing or underwhelming? Let’s dig into the process of defining your brand personality and creating a voice that feels just right.
What is Brand Personality (and Why Should You Care)?
Think of brand personality as your company’s character traits. It’s how your brand “talks, walks, and acts” in the world, making it relatable to your target audience. Without a well-defined personality, your brand risks being like that acquaintance nobody really remembers at the party—forgettable.
Why It Matters:
Emotional Connection: A strong personality fosters loyalty.
Differentiation: It sets you apart in a crowded market.
Consistency: It ensures your messaging feels cohesive.
Case Study: Oatly
The Swedish oat milk brand didn’t just enter the dairy-free market; they kicked down the door with their irreverent and playful tone. Their quirky campaigns—like “It’s Like Milk, But Made for Humans”—resonated with millennials and Gen Zers who crave transparency and a dash of humour. Oatly’s personality isn’t just a garnish; it’s the main course.
How to Discover Your Brand’s Personality
Before you start brainstorming adjectives, take a moment to reflect. Who are you, really? And who do you want to be to your audience?
Steps to Take:
Audit Your Brand DNA:
What are your core values?
What makes your brand unique?
Who is your target audience?
Build a Personality Framework:
Choose 3-5 personality traits (e.g., innovative, approachable, witty).
Rank them in order of importance.
We recently worked with Fallon & Byrne, a culinary destination that was wrestling with its brand voice. Picture this: a four-floor food haven in Dublin's city centre, brimming with artisan products, yet struggling to tell its own story. After countless conversations and a deep dive into their ethos, we uncovered the heart of their brand: a place that's not just about selling food, but about creating experiences. They weren't just a food hall or a restaurant—they were storytellers, turning everyday ingredients into magical moments. Suddenly, everything made sense. Their communication transformed, becoming as vibrant and inviting as their food aisles—each caption, each message now singing with the passion of true food lovers. It was like watching a brand find its true voice, one delicious word at a time.
Crafting Your Voice: The How, Not Just the What
Your voice is how you express your brand personality. Is it formal, conversational, cheeky, or authoritative? The tone, meanwhile, adjusts depending on context—like being serious in a press release but playful on social media.
Pro Tip: Consistency is key. A brand with multiple voices risks sounding like it’s having an identity crisis.
Case Study: Duolingo
The language-learning app Duolingo has mastered its brand personality with a mischievous and playful tone. From its cheeky social media presence (the owl will guilt-trip you for skipping a lesson) to its quirky push notifications, Duolingo feels like your sassy but well-meaning friend who just wants you to succeed. This distinct voice has helped Duolingo stand out in a crowded market and build a loyal, engaged user base.
Messaging That Clicks (Not Cringes)
Creating impactful messaging means understanding what your audience wants to hear—and how they want to hear it.
Tips for Messaging:
Speak Your Audience’s Language: Avoid jargon unless your audience thrives on it.
Show, Don’t Tell: Use storytelling to make your point stick.
Be Authentic: Don’t force a personality trait that doesn’t fit.
Case Study: Liquid Death
Who would have thought a canned water brand could have such a strong personality? Liquid Death embraced an edgy, rebellious tone with its tagline, “Murder Your Thirst.” By pairing over-the-top humour with a mission for sustainability, the brand has become a cult favourite among younger, eco-conscious consumers. Liquid Death’s messaging proves that even a simple product can stand out with the right voice.
Evolving with Your Audience
Just as your wardrobe evolves (goodbye skinny jeans, hello wide-leg trousers), your brand personality and voice should adapt to market trends and audience shifts.
Signs It’s Time to Refresh:
Engagement rates are dropping.
Your audience demographics are shifting.
Your competitors are outpacing you in tone and messaging.
Example: Nike’s Adaptability
Nike has maintained its “Just Do It” ethos but adjusted its tone for different audiences. From motivational posts for elite athletes to inclusive campaigns featuring everyday fitness enthusiasts, Nike knows how to stay relevant without losing its core identity.
A Final Thought: Your Brand Personality is Your Secret Sauce
Crafting your brand personality is ultimately about finding your unique voice and using it to build meaningful connections. It’s not about trying to be something you’re not; it’s about showing the world exactly who you are—and doing it in a way that resonates with your audience.
And if you’re feeling a little stuck, remember: even the best brands had to find their voice. You don’t have to go it alone. As your trusted branding agency, BrandNew Creative is here to help you define, refine, and amplify your personality. So, grab that metaphorical bold blazer—or chill cardigan—and let’s get to work.
Image source:
Fallon and Byrne by BrandNew Creative
Oatly social media
Duolingo social media
Liquid Death social media
