Five brands that have nailed tone of voice

Having a unique and engaging tone of voice is an important part of creating a successful brand. Consistency is key, and once you’ve decided what your tone of voice should be, your brand must ensure it is adhered to across all communications.

Below is a list of brands that have nailed tone of voice, and why:

1. Digg


I love my Digg reader – not just because the platform is so useful, but because the brand’s tone of voice is so accessible and appealing. My Digg reader sounds like one of my friends. It doesn’t read like a product, but rather a person – a funny, helpful person curating all of my content.


Tone is voice doesn’t need to be overly helpful and patronising, it can be witty and sharp, as exemplified above. Digg are great at this.


2. Mailchimp


Touches like these ensure your brand stands out over others that will probably convey the same information in a boring and conventional way. Equally, it’s important not to go overboard. Your tone needs to be clear and consistent.




3. Vimeo


Vimeo’s tone of voice is anything but flat and lifeless. Rather, the brand’s tone of voice is humorous and intelligently persuasive, which reflects well on the brand.

4. Innocent smoothies


Innocent’s tone of voice is laid back, playful and humorous, and present across all platforms: from website copy and tweets to the copy on its products. The brand’s colloquial tone of voice is unique and memorable, making the brand a success.

5. Paddy Power


Paddy Power is a great example of a brand that has thoroughly considered its audience before deciding on a tone of voice. We’ll leave it at that.

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