Ad Copies that are Consistent with the Brand's TOV

To pick up from where we left, Is your brand’s tone of voice that important? Could you just write whatever you want in any style?

The answers are Yes, it’s important. No, it’s bad when you write in random styles.

It’s important that the tone and feel of an advertising campaign or brand's marketing strategy stay consistent on different media channels. Because, In the same way people might not trust a person who behaves inconsistently, consumers might have the same view when a brand communicates certain values on TV commercials but opposite values on the internet.

Even though each business has its own needs, there is much that can be learned from the brands that are defining their own brand voice. These examples of brand tone of voice may help you understand the different degrees of personas and how you can apply them to your own tone.

Examples of Brand Tone of Voice

Violent Duolingo

Let’s start our example list with Duolingo. Having gained over four million followers on TikTok, the Duolingo owl has become an ongoing meme.

By choosing to embrace a goofy, irreverent, and aggressive tone on their social media platforms, Duolingo clearly made a wise decision (pun intended).

It's important to stay authentic to your brand and your audience's perception of you when you're finding your tone, which is exactly what Duolingo did. They embraced the memes made on their iconic owl and decided their tone of voice is how their users view them; aggressive and unapologetic.

link to one of their TikToks HERE

Sarcastic Netflix

With Netflix's popularity among younger demographics, the brand has adopted a distinctive voice that mixes friendliness, intelligence, and sarcasm so that they place themselves closer to their viewers.

Smooth and fun communication is the brand's secret to always standing out. Netflix likes to meme their own content paired with a smart caption, creating original memes that people already know their context because they already seen them on Netflix.com.

Empowering Dove

With its association with the body positivity movement and its commitment to empower consumers (women), Dove is an excellent example of a brand that has developed personality traits focusing on responsibility.

A soothing, inspirational, and friendly tone of voice supports Dove's ad campaigns and billboards with models of different colors and sizes.

These qualities are easily recognizable in posts the company makes on social media, as well as its website.

You can easily pick up on these qualities from their social media posts and website. Dove describes its mission by affirmative language, using exclusively encouraging words: “beauty is a source of confidence,” “self-esteem education,”.

Happy Coca-Cola

Coca-Cola has been an iconic brand since it was founded in 1892, and always known for its happy attitude towards life.

The company has consistently depicted happiness in its marketing content since then to match its brand identity. It's no wonder Coca Cola's tone of voice is warm, friendly, and positive – perfectly fitting for a brand that's all about happiness and refreshment.

Coca-Cola did great at connecting positive feelings with their drink through expressive photographs and perfectly assembled tone of voice.

Find your Brand Voice

Perfecting the tone of voice of your brand might take time, but it’ll be worth the effort.

It helps taking cues from existing brands, but in the end your brand’s tone of voice should be crafted perfectly to your business. Read more about How To Define Your Brand’s Tone of Voice [hyperlink to this article] and stay consistent!!