15 Unforgettable Brand Voice Examples for Inspiration

15 Unforgettable Brand Voice Examples for Inspiration

Forget ‘friendly but professional.' Let's analyse what actually works.

As a brand consultant, I see the same descriptors in 90% of briefs: ‘Friendly,' ‘Professional,' ‘Authentic,' ‘Trustworthy.' This isn't a voice; it's the bare minimum for not being a criminal enterprise. It's the beige of branding.

This “voice” is a symptom of fear. Fear of being disliked. Fear of standing out. The result? You sound like everyone else, which means you sound like no one.

A powerful brand voice is a strategic tool. It's the difference between a customer scrolling past and a customer remembering you. It's not just what you say; it's how you say it. This is the core of your brand tone of voice, a concept we've covered in-depth before.

Let's stop theorising and start observing. I've pulled 15 brand voice examples that actually work in the real world, from global giants to disruptive challengers. We're going to break down why they work and what you, as an entrepreneur, can learn from them.

First, Let's Clear the Decks: What Your Brand Voice Isn't

Before we examine the good stuff, let's eliminate some bad ideas.

• It's not your logo. Your logo is your face. Your voice is what you say.
• It's not just for social media. A voice must be consistent. Website, packaging, error messages, support emails, and invoices. Everywhere.
• It's not your “tone.” This is the most common confusion. Think of it this way:
  • Voice: Your core, unchanging personality. (e.g., You're an upbeat, witty expert).
  • Tone: The mood or emotion you apply to that voice, depending on the situation. e.g., Your tone is empathetic when a customer has a problem, but celebratory when you launch a new product. It's still you.

Getting this wrong is my number one pet peeve. A brand that's “wacky” on Twitter but sends legalistic, cold support emails feels two-faced. It breaks trust.

15 Real-World Brand Voice Examples, Analysed

Here they are. No fluff, just analysis.

1. Wendy's: The Witty Challenger

• The Voice: Witty, sassy, irreverent, and famously “roasts” competitors and fans alike. It's the voice of the person in the group chat who is always funnier than everyone else.
• A Real-World Example: (On X/Twitter) User: “Yo @Wendys, I bet you won't roast me.” Wendy's: “You look like you've been pre-toasted and left out on the counter.”
• Why It Works: In the crowded, “wholesome” fast-food space, Wendy's chose to be the opposite. They punch up against giants like McDonald's. This voice is their marketing. It generates millions of dollars in free press and makes them a cultural entity, not just a burger joint. Their audience (younger, social-media-savvy) loves it and actively tries to engage.
• The Entrepreneur's Takeaway: Don't be “sassy” just because. Wendy's voice works because it supports a “challenger” brand strategy. If you are the small underdog, a more aggressive, witty voice can be a powerful way to get noticed. Warning: You must be 100% consistent and actually be witty. A bad joke is worse than no joke.

2. Apple: The Confident Simplifier

• The Voice: Simple, confident, minimalist, and humanist. It uses short, declarative sentences. It never uses technical jargon unless it reframes it as a magical benefit (e.g., “Retina Display,” “M2 Chip”). It's assured, never shouty.
• A Real-World Example: “iPhone 15. Newphoria.” or “MacBook Air. Designed to go places.”
• Why It Works: Apple sells complex, expensive technology. A complex voice would overwhelm and confuse the customer. A simple, confident voice makes the technology feel accessible, elegant, and easy. It implies that the product is so good, it doesn't need to yell about its features. The simplicity of the copy is the brand promise.
• The Entrepreneur's Takeaway: If your product or service is complex (like software, finance, or B2B), your greatest asset is clarity. Stop trying to sound “smart” with jargon. Be the one who can explain the complex thing in a simple, confident way. This builds instant trust.

3. Innocent Drinks: The Quirky Optimist

• The Voice: Quirky, charming, naive, and relentlessly positive. It uses lowercase letters, simple language, and finds joy in the mundane. It's the voice of a clever, well-meaning friend.
• A Real-World Example: (On the bottom of a bottle) “Stop looking at my bottom.” (On their site) “We put fruit into bottles. It's a bit more complicated than that, but not much.”
• Why It Works: Innocent launched in a market dominated by corporate giants (Coca-Cola, Pepsi). Their voice was a radical departure. It felt small-scale, human, and innocent—perfectly reflecting the brand name and natural product. It makes you feel good, and you associate that feeling with the drink.
• The Entrepreneur's Takeaway: Your voice can be a powerful differentiator in a “boring” industry. While competitors talk about “supply-chain logistics” or “ingredients,” you can talk like a human. This “quirky” voice is now widely copied, so the lesson is to find your unique human angle.

4. Dollar Shave Club: The Irreverent Problem-Solver

• The Voice: Brash, direct, and comically blunt. It swears. It calls out the problem (“Our blades are f***ing great”). It's the voice of a founder who is tired of the industry's nonsense and is going to tell you the truth.
• A Real-World Example: (From their launch video) “Are our blades any good? No. Our blades are f***ing great.”
• Why It Works: Their enemy was Gillette—a legacy brand that was expensive, over-packaged, and sold in locked cases. DSC's voice was a direct assault on that entire model. It said, “This is all a scam. We're the simple, honest solution.” It resonated perfectly with men who felt they had been taken advantage of.
• The Entrepreneur's Takeaway: Identify your customer's biggest “gripe” or “enemy.” This could be due to high prices, poor service, gatekeeping, or complexity. Then, make your voice the solution to that gripe. Be the “truth-teller” in your industry.

5. Patagonia: The Activist Storyteller

• The Voice: Passionate, urgent, researched, and unapologetically activist. It rarely “sells” a product directly. Instead, it tells stories about the planet, environmental heroes, and the problems we face. The voice is that of a seasoned, credible journalist or activist.
• A Real-World Example: “The President Stole Your Land.” (A full-page ad/blog post). Or their “Don't Buy This Jacket” campaign.
• Why It Works: Patagonia's audience isn't just buying a fleece; they're buying into an identity. They are hikers, climbers, and environmentalists. Patagonia's voice validates their worldview and makes them feel part of a mission. By focusing on the why (saving the
  planet) over the what (a jacket), they've built one of the most loyal tribes in retail.
• The Entrepreneur's Takeaway: What do you stand for, other than making money? Your voice can be a powerful vehicle for your values. Your customers might be buying your product, but they will be loyal to your mission.

6. Mailchimp: The Helpful, Offbeat Mentor

• The Voice: Quirky, helpful, and creative, but with an underlying authority. It's clear, encouraging, and uses humour to disarm the stress of “marketing.” It's the cool, smart friend who wants you to succeed.
• A Real-World Example: (When sending a campaign) “This is your moment of glory.” (Error message) “Oops! Something went wrong. We've dispatched a team of highly trained monkeys to fix it.”
• Why It Works: Email marketing is stressful for small business owners. It's full of jargon (A/B testing, segmentation, automation) and failure (low open rates). Mailchimp's voice acts as a guide, making the process feel fun, creative, and achievable. The little monkey, Freddie, personifies this helpful, offbeat personality.
• The Entrepreneur's Takeaway: If your customers feel stressed or intimidated by your industry, your voice can be their biggest ally. Be the mentor, not the lecturer. Use simple language, encouragement, and a bit of humour to make them feel capable and smart.

7. Liquid Death: The Absurdist Disruptor

• The Voice: Aggressively metal, absurd, and satirical. It takes the most boring product (canned water) and gives it the brand voice of a 1980s heavy metal band.
• A Real-World Example: “Murder Your Thirst.” (Slogan). We're just a funny water company that hates corporate marketing as much as you do.
• Why It Works: It's 100% differentiation. The bottled water aisle is a sea of serene blue, mountains, and talk of “purity.” Liquid Death is a tallboy black can. It's built for a specific counter-culture audience (straight-edge punks, metalheads, skaters) who would never be seen with an Evian bottle. It's an identity marker.
• The Entrepreneur's Takeaway: This is an extreme example of “find your niche.” What if you took your “boring” product and gave it the voice of a completely unexpected subculture? It's high-risk, high-reward. It will alienate some people (e.g., my grandmother), but it will create a fanatical following from others.

8. Slack: The Empathetic Collaborator

• The Voice: Clear, concise, human, and slightly cheerful. It's built on empathy. The loading messages aren't “Loading…”. They are “We're building you a new team environment. We'll be with you… always.” It feels like a helpful colleague.
• A Real-World Example: (In-app update) “We've made some small improvements. Hopefully, they make your day a little bit better.”
• Why It Works: Slack is a tool for work. It's meant to reduce stress, not add to it. A cold, robotic, or overly “fun” voice would be annoying. The calm, empathetic, and gently positive voice makes the entire experience of using the software feel more pleasant and less like… well, work.
• The Entrepreneur's Takeaway: For a B2B or SaaS product, your voice is part of the User Experience (UX). Focus on being clear, concise, and empathetic. How does the user feel in this moment? Use your voice to anticipate their needs and reduce friction.

9. The Economist: The Provocative Intellectual

• The Voice: Confident, witty, dry, and intellectually provocative. It assumes you are intelligent and doesn't talk down to you. It uses sophisticated language and a dry, often British, wit to make complex topics engaging.
• A Real-World Example: (Famous ad copy) “I never read The Economist.” – Management Trainee, aged 42.
• Why It Works: It flatters the reader. It says, “You are smart enough to get this. You are part of the club.” The voice is the value proposition: read this, and you will be the most intelligent, interesting person in the room. It sells status and intelligence, not just news.
• The Entrepreneur's Takeaway: Don't be afraid to have an intelligent voice. In a world of oversimplification and “5-second hacks,” a voice that respects the customer's intelligence can be a huge differentiator. This is ideal for consultants, financial services professionals, or B2B specialists.

10. Dove: The Empowering Advocate

• The Voice: Gentle, empowering, inclusive, and challenging. For over a decade, its voice has been consistently focused on the “Real Beauty” conversation, questioning industry standards and championing the customer.
• A Real-World Example: “You are more beautiful than you think.” (Campaign slogan).
• Why It Works: The beauty industry has historically profited from creating and selling “insecurities.” Dove's voice does the exact opposite. It identifies the customer's true pain point (feeling “less than”) and makes the brand the enemy of that pain, not the source of it. This builds profound, lasting trust.
• The Entrepreneur's Takeaway: What is the “insecurity” or “pain point” in your industry? Can your brand voice be the antidote? Instead of just selling a product, you can sell self-confidence, empowerment, or a sense of peace of mind.

11. Monzo Bank: The Transparent Human

• The Voice: Simple, transparent, and jargon-free. As a UK-based “challenger bank,” its primary enemy is the cold, confusing, and impersonal nature of “big banks.” The voice is designed to sound like a helpful, clued-in friend.
• A Real-World Example: (When you're overdrawn) “You're £50 into your overdraft. You won't be charged today, but you will be if you're still in it tomorrow.”
• Why It Works: People dislike and fear financial jargon. It's designed to confuse. Monzo's voice is designed to clarify. By using simple, direct language (even when conveying bad news), it significantly builds trust. It makes the bank feel like it's on your side, not trying to catch you out with fees.
• The Entrepreneur's Takeaway: This is a golden rule for any industry with jargon (finance, legal, tech, medical). Be the one who speaks English. Translate the complexity for your customer. This transparency is a “voice” in itself, and it's incredibly valuable.

12. Old Spice: The Absurdly Masculine Comedian

• The Voice: Absurd, confident, nonsensical, and theatrically “masculine.” It speaks in booming, declarative sentences that make little logical sense but are hilariously memorable.
• A Real-World Example: “Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies' body wash and switched to Old Spice, he could smell like he’s me.”
• Why It Works: Before their 2010 rebrand, Old Spice was “your grandfather's aftershave.” It was dying. This new voice, aimed at women buying for their men, completely reinvented the brand. It used humour and absurdity to become a viral sensation. It's so over-the-top that it's impossible to ignore.
• The Entrepreneur's Takeaway: If your brand is perceived as “old” or “stale,” a complete voice transformation may be the solution. This is a high-risk move, but it demonstrates that no brand is too old to regain relevance. The key was they didn't just dip their toe in; they went all-in on the absurd.

13. Rolex: The Understated Perfectionist

• The Voice: Understated, elegant, precise, and obsessed with legacy. It never shouts. It doesn't use slang or humour. It speaks of “perpetual” achievement, heritage, and timelessness.
• A Real-World Example: “A Rolex watch is crafted with scrupulous attention to detail. Every component is designed, developed and produced to the most exacting standards.”
• Why It Works: A Rolex is not a “fun” purchase; it's an “investment” or “heirloom.” A “wacky” or “friendly” voice would destroy its perceived value. The voice has to be as sober, precise, and permanent as the watch itself. It's selling legacy, not just time.
• The Entrepreneur's Takeaway: If you sell a premium, high-ticket item, your voice must match the price tag. “Friendly” and “casual” can read as “cheap.” A voice that is calm, confident, authoritative, and elegant builds the perception of value that justifies a high price.

14. Cards Against Humanity: The Unapologetic Provocateur

• The Voice: Dark, satirical, self-aware, and unapologetically offensive. The entire brand is the voice. The product, the marketing, the website—it's all one consistent, dark joke.
• A Real-World Example: (Their Black Friday sale where they… sold nothing for $5) “The greatest black friday deal of all time… Give us $5.” (They made $71,000). Or when they sold “Bullshit” in a box.
• Why It Works: It's a “voice” as a “filter.” If you are offended by the voice, you will hate the game. If you laugh, you are the perfect customer. The voice pre-qualifies its audience. It's a “you're either in or you're out” strategy, and it creates a powerful tribe of “insiders.”
• The Entrepreneur's Takeaway: Don't be afraid to alienate people. The strongest brands aren't for everyone. A “safe” voice appeals to no one. A sharp, specific voice (even a provocative one) will find its audience, and they will be rabidly loyal.

15. John Lewis: The Heartwarming Traditionalist

• The Voice: Warm, reassuring, traditional, and deeply human. (This is a classic UK brand.) The voice is less about words and more about storytelling—specifically, in their famous Christmas adverts, which are national events.
• A Real-World Example: The entire premise of their ads (The bear and the hare, the man on the moon, the little boy who can't wait to give a gift). The voice is one of “thoughtfulness.”
• Why It Works: John Lewis isn't the most affordable option. Its promise is “Never Knowingly Undersold” (a price-match, but it feels like a quality guarantee). The warm, emotional voice justifies this premium. It says, “We are a trustworthy, quality, thoughtful brand that's part of your family's life.” It sells nostalgia and reassurance.
• The Entrepreneur's Takeaway: Logic sells, but emotion keeps customers coming back. Your brand voice doesn't have to be witty or edgy. It can be warm, empathetic, and kind. In a world that's loud and fast, a voice of quiet reassurance and thoughtfulness can stand out just as much.

Mapping the Brand Voice Spectrum

To make this even clearer, let's map some of these brands against each other. Notice how “good” isn't on one side. “Good” is being clear and consistent.

A 4-Step Plan to Find Your Voice

Feeling inspired is one thing. Doing it is another. Most entrepreneurs get stuck here.

Don't overcomplicate it. Start here.

1. Stop Looking at Competitors. Your first instinct is to see what the market leader does and copy it. Don't. You'll just be a cheaper, weaker version. Look at your audience instead. Who are they? What do they really care about? What's their “problem”?
2. Define Your “Why” in Plain English. Forget the corporate mission statement. If you were at a pub, how would you explain what you do and why it matters? Write that down. That's the core of your voice.
3. Use the “We Are… We Are Not…” Framework. This is the fastest way to create guardrails.
   • We are witty, not silly.
   • We are confident, not arrogant.
   • We are helpful, not patronising.
   • We are direct, not rude.
4. Write it down. Create a one-page style guide. Just one page. Include your “We Are… We Are Not…” list, a few examples of “good” copy, and a few “bad” (off-brand) examples. Share it with everyone who writes for you, from your sales team to your virtual assistant.

This isn't just a marketing exercise. This is the foundation of your entire brand identity. A strong voice makes every other design and marketing decision easier.

Your Voice is Your Most Underrated Asset

Having a strong brand voice isn't about being the loudest, the funniest, or the edgiest; it's about being authentic.

It's about consistency and intent.

The 15 examples above aren't successful because they all sound the same. They're successful because they don't. Wendy's can't use Rolex's voice, and Patagonia would sound absurd trying to copy Liquid Death.

They each chose a voice that reflects their core product, serves their specific audience, and differentiates them from the sea of beige competitors.

Your small business doesn't need a £100,000 ad budget to do this. You just need clarity and courage. Clarity on who you are, and the courage to sound like it. Everywhere. Every time.

Observing these brands is one thing; building your own is another. If you're finding your business is stuck on “friendly but professional,” it might be time to define a real identity. We build brand identities for a living.

Feel free to browse our brand identity services or request a quote if you're ready to make a lasting impression.

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