7 Awesome Examples of Great Brand Voice (And What You Can Learn from Them)

You're still not convinced ๐Ÿ˜•. (Yes, ecommerce seller, I'm talking to you).

Sure, all this talk about "personality" and "branding" is nice, and it could probably help. But c'mon - it's the PPC & sales & good pricing that will clinch the deal, right?


Here are some data points-

๐Ÿ‘‰ 96% (!!!) of customers will abandon a site if they can't find the info they need

๐Ÿ‘‰ 88% say detailed product content is extremely important to their purchase decision.

Since consumers can't see the product, they're completely reliant on the info you give them.

There's no charming store ambiance. No friendly salesperson to make them happy.

But if your product description makes the consumer FEEL ๐Ÿ˜Š ๐Ÿ˜† ๐Ÿ˜ฎstuff, it creates that same personal effect.

Buyers are more likely to:

๐ŸŒŸ Trust you and your information

๐ŸŒŸ Like you enough to ignore the lower priced option

If you sound like you actually care about them.

If you connect with them.

If your website and descriptions are fun to read (and not keyword stuffed)

And if you make them smile? You've got them

STILL don't believe me? Whew, you're a tough one.

Hereโ€™s what Iโ€™ll tell you โ€“ the big guys know all this, and they do it. Here's my proof:

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Big Boy #1:

Company: Jack Daniels

Brand Voice: Proud and lyrical

What you can learn from them:

Fun, quirky and shocking are not the only ways to catch attention and convert customers. A poem-like rhythm in web and ad copy can be very powerful.

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Big Boy #2:

Company: Woot

Brand Voice: Wacky

What you can learn from them:

๐Ÿ”ต Use humor to make mundane products attractive ๐Ÿ”ต

It starts with the name. I mean - Woot?

Continues with the tagline - Deals and Shenanigans. Oh yeah.

And lasts throughout the product descriptions.

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Big Boy #3:

Company: Hermes

Brand Voice: Luxuriously playful

What you can learn from them:

Luxurious doesn't have to be distant and high-falutin'. Hermes manages to portray a high end image while still being straight-forward and even having some fun.

And I'm OBSESSED with the microcopy on their CTA buttons....leave me here while I float in copywriter heaven....

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Big Boy #4:

Company: Casper

Brand Voice: Contemporary and Tongue in Cheek

What you can learn from them:

๐Ÿ”ต Know your target audience concerns better than they know themselves ๐Ÿ”ต

On social media, in their blogs, all over their famous subway ads - Casper is talking to the heart of the millennial. To their desire for convenience. To the annoyance with pushy Sleepyโ€™s sales people. To their need to have energy for work.

And one more genius thing: While other brands have soft, plush and firm versions - Casper sells only ONE kind of mattress. Less choice, less stress - offering one universal mattress makes them an easy, no-agonizing-necessary choice.

Which makes it a lot more likely that the consumer won't get buyer's fatigue.

Proof that all this really works? They went from $0 to $750 MILLION in 4(!) years.

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Big Boy #5:

Company: Huggies

Brand Voice: Mushy and Warm

What you can learn from them: Mushy seems like a bad thing to stick on a brand. But again - it's all about knowing your target audience. If your customers are new parents that gush and coo over Baby's every movement, then you SHOULD pile on the mush.

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Big Boy #6:

Company: Apple

Brand Voice: Minimalist and Elite

What you can learn from them:

๐Ÿ”ต Speak your message in the fewest and simplest words possible ๐Ÿ”ต

Other than some anomalies back in the 80s, Apple has embraced minimalism with a passion - and boy has it succeeded.

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(Not) Big Boy #7

It's not a Big Boy - it's a very very small boy.

But every piece of this brand is such a gem that I'm including it in my brand voice series anyway. So here goes:

Company: Iceland Wants to Be Your Friend

Brand Voice: Childlike and Tongue in Cheek. (Very very tongue in cheek.)

What you can learn from them: Sometimes you can pick up YUUUGE lessons from a tiny island.

Chavy HelfgottComment