Brand Tone of Voice Examples
If you are a hip young company selling e-scooters to the 18 to 25 year old market, you are not going to use the same language as a distillery selling barrel-aged whisky to an older demographic. While that may come across in your visual marketing, if the words and tone do not match the graphics, this creates a conflict in perception; it can be jarring, and you lose that potential customer.
However, if the language that underpins all your marketing flows seamlessly from the smartphone or computer screen through to the audience, then the user experience is enhanced and engagement increases.
In short, your brand voice reinforces the first impression the audience has of your company, connecting with them on a more emotional level.
One of the most famous brand tone of voice examples is Nike - the tone is upbeat, positive, powerful, motivating, inspiring. The message is to get out there and ‘Just Do It’, feeding into the collective desire to be active and get fit.
Not all successful brand tone of voice examples have to be based around multi-billion dollar global brands. The Hans Brinker story is a perfect example of how a small business can benefit hugely from a cleverly executed tone of voice strategy, and has become renowned as one of the best brand tone of voice examples out there.
Hans Brinker is a budget hotel in Amsterdam - the sort of hotel you would go to as a backpacking student with nothing more than a fiver in your pocket. Communal rooms with multiple bunk beds and the most basic of amenities. Instead of pretending to be something that they weren’t in their advertising, the hotel owners went all in on their basic status - embracing the very sparseness of what they had to offer, wallowing in their own ‘grossness’, the fact that there is no pool, no room service, no little bottles of shampoo or shower gel. In summary, pure unashamed bog standard accommodation - and proud of it.