Examples of Brands With A Fun Tone Of Voice

What is brand tone of voice?

Brand tone of voice? I like to think of it as the equivalent of Frankenstein’s monster – if Frankenstein’s monster was an attractive, eloquent and lovable sales person.

That’s because brand tone of voice is made up of from various people and concepts until it becomes the living, breathing personality of your company.

The magic comes to life when the vital elements of what makes your company unique, are seamlessly stitched together. Once they are, your brand tone of voice should resemble a walking, talking miracle that has the power to effortlessly convince people to pay attention to your business.

Like Frankenstein, brand tone of voice is usually born from many different people or ideas.

I’ve put together a list of some of my favourite brands that have a strong brand tone of voice. These companies do personality with panache and aren’t afraid to be human. In fact, the more human and personable a company’s tone of voice, the more favourably it will be viewed by its customers.

This report published on Marketing Week shows just how significant it is for brands to be consistent with their tone of voice across all customer-facing communications – from call centres and packaging to website copy and marketing emails.

So bin boring and dare to adopt a brand tone of voice that gets everybody talking.

These companies did.

My Fave Brands With Personality And A Playful Tone Of Voice

Innocent Smoothies

I couldn’t write this article without reference to Innocent Smoothies, who, in their 12 years of business have always differentiated their brand through an original brand voice. Tongue-in-cheek, not too serious, knowingly naive, charming and playful, their brand tone of voice is present at every customer touch point.

From their ‘bananaphone’ customer call centre to their so-named ‘Fruit Towers’ HQ address to their fun back of pack copy, Innocent offer a masterclass on personality-filled copywriting with attention to detail.

Jack Daniels

Every Jack Daniel’s advert I’ve come across has been a work of copywriting brilliance. If you commute on the tube you’ll know the ones I’m talking about. For a lot of brands, having so many words on an ad would be a turn-off, but Jack Daniels excel every time with perfect puns and well-crafted story telling.

Their brand voice communicates the heritage, quality, and finesse of their whiskey, while conveying their brand values, and all with just the right amount of humour. Reading one of their ads literally feels like you’re being told a story at a Tennessee saloon by a Stetson-wearing cowboy.

Their voice is present in all parts of the customer journey and elevates JD from being just another whiskey to being a brand that says something about you. For me, that’s the ultimate goal of great copywriting – resonating with your audience so profoundly that your brand becomes a part of their sense of self.

Aussie Hair

I do love Aussie. Always poking fun at themselves while convincing their audience that they know what they’re doing. They refer to their formulas as containing ‘new-fangled ingredients’ and always say that ‘hair isn’t the most important thing in life, but it’s a very good place to start.’ Their brand tone of voice is entertaining, laidback and distinctly Australian. They sell their products by keeping them real. Product descriptions online are packed with more exclamations and abbreviations than you would ever normally get away with, but it all adds to their appeal.

Bloom & Wild

Startup Bloom & Wild offer letterbox flowers and their brand tone of voice is friendly, elegant, professional and stylish, just like their service. They keep their direct mail interesting with clever subjects that have a play on words and tell the story of their new flowers and bouquets with passion and heart.

Their so-called ‘Customer Delight’ emails are noteworthy for their personal approach – they really do make it feel like each customer is a valued individual. Their brand voice is not a barrel of laughs, I’d describe it as more sophisticated with a wry knowing smile – but for them, and their audience, it works.


Laundrapp are still the new kids in town. They collect your laundry for you and deliver it once it’s done. It’s a service that is really taking off and their brand tone of voice is definitely behind it. You might not get a laugh a minute by reading their copy but they keep it simple and straightforward – just like their service.

They inspire confidence and trust and use just the right amount of wordplay to keep things fresh. Their strapline of ‘You do the living, we do the laundry’ is, I think, inspired. Good job guys!


Soap & Glory

Soap and Glory describe themselves as ‘A Fun, Fresh, Fearless, Fantastic British Beauty Brand. With the belief that while beauty absolutely matters, it doesn’t matter absolutely.’ Their attention-grabbing product names, ‘Sexy Mother Pucker’ lipgloss, ‘What A Peeling’ peel off face mask and ‘Drama Clean’ cleanser have given their products a strong sense of personality and humour. This tone of voice carries through to their website and while it can get a bit much, at least they’re consistent and always true to their playful brand values.


Once upon a time, Treatwell was known as Wahanda and no one could remember how to spell it. Since rebranding as Treatwell they have upped their ante with sharp, focused copywriting that plays into the hearts and heads of their target audience – time poor, deal-hungry women looking for last-minute beauty fixes at budget saving prices. Their ad campaigns use clever wordsmithery and their website comms keep things simple and stylish, with a good amount of fun thrown in for good measure. They’ve literally ‘nailed’ their brand tone of voice. Bravo!

Any favourites of your own? I’d love to know – leave me a comment below.


Ursula Brunetti is a freelance copywriter based in London. From defining brand tone of voice to writing website copy, blogs, brochures or more, if you need first-class copywriting for your next project, get in touch; Ursula@ursulabrunetti.com.


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