Brand voice definition and 5 examples

Branding is a very interesting and even exciting process. Dozens of factors react to this phenomenon. Just drawing a logo, or defining the colors of the brand is not enough. The brand like people has its characters, specific approaches and voice. In the blog post, I am going to answer the question of what is a brand voice, showing interesting examples.
So what is a brand voice?
Before clearly answering the question, here are several factors that we should take into consideration.

1. Voice is always unique.
2. It can be high or low.
3. It can speak for hours or be present only seconds.
4. It can be soft or hoarse.

Every person has a voice, and brands too. They speak, communicate and are responsible for their speech, deeds, and activities. And the same thing we say for brands.

Now let’s look at brand voices with examples.

Coca-cola. The friendly and passionate tone of voice.

Wherever we see Coca-cola we are witnessing friendship and love. The innocent connection between people, relatives, lovers. The Coca-cola bottle gives us funny and joyous time.

Let’s take a look at their commercials and see their voice.

Taste the feeling.

The guy enters a store and drinks coke desperately. The girl loves the way guy does it and gives another for free. The voice of the brand is lovable and friendly. The pure emotion between the boy and girl establish the tone of voice for coke.

Brotherly love

In the following commercial, we see that the elder brother always tricks the little one, doing things to irritate him and making him angry. But one day other guys were hurting the little brother and elder came for help and saved him giving back to him coca-cola. The voice of the commercial is again about love and friendship. The love that is between 2 brothers, that is irreplaceable. The tender and helping voice.

Catch. Open Happiness.

Bears are starring in the following commercial. They are trying to catch the bottle of Coca-cola so desperately. And in the end, one of them managed to catch the bottle. And he opened the happiness and drunk it. We can see a fairy tale starring with beer, a short cartoon, dreaming and unreal scenarios, where bear friends are competing to catch the bottle and just be happy by opening it.

Now its’ tome to see some social media posts of Coca-Cola and see their voice.

In the world, if something counts, it is the love. Real love. The Coca-cola post is about love, with red color with gifts and heart icons. The voice of the brand is very celebrating and lovable like Coke does.
Just celebrate everything and every good event with Coca-cola.

Coca-cola tells us to find love in everything. Where is the love in the picture? Can you find it? Yes, Of course you did. Coca-cola spreads love and shows it with interesting demonstrations and animations. The color red already shows passion and love and this is the color of Coca-Cola.

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Apple brand voice. A strict and revolutionary tone.

Apple has taken marketing tactics with a revolutionary voice. They encourage us to think differently, to be totally another person, to dream big, do big and just have an Apple product.

Let’s see the following ideas with examples.

Commercial Drake vs Bench Press.

The funny commercial shows how Drake is working out listeningto his music. Then he changed the music and put Taylor Swift song with iTunes, began to dance and went for hard weight lifting. But after the first lift, he was totally lost by throwing it on himself.

The following commercial shows some kind of irony. Drake did everything well when he listened to his music, but Taylor Swift music cheated him. The voice of Apple is very ironic.

Apple – Think different. Commercial.

“Here is for crazy ones, the misfits, the rebels, the troublemakers.” Everybody knows the great commercial of Apple where great people are shown like Albert Einstein, Martin Luther King, and other greats. The revolutionary people who dared to do more, who thought more than an average man. Here the voice of the brand is high, strict and revolutionary.

Apple makes fun on Android.

What is the difference between Ios and Android? Many of us are arguing with each other which one is better and why. Apple commercial showed clearly why they are better. Android store is full of confusion while the app store is so tidy. You succeed with ios and on the contrary you lose with Android. Here we see both kinds of the tone of voice. It is ironic and also revolutionary.

Here are some Apple social media appearances.

Apple does not advertise its products with Instagram posts, instead, they do totally another thing. They post about interesting events, about people doing different kind of things, but who are very similar to us. The name of the post is “Climb to escape the heat” and is a repost of a photographer known on Instagram.

Here is another post of Apple. A splendid landscape that also has no connection with their product range. The voice of apple is different, already when they do not post about products is interesting. Also, they break the rules and laws.n Apple-like break the old structures and create their road.

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Nike brand voice.

Nike is a huge brand which has developed a marketing strategy based on the idea of being a hero, somebody who can change the world, who can do better and be a master and champion.

Let’s see the commercial examples of Nike.

Find your greatness – commercial.

The commercial tells us that no matter who you are, whether you have extra weight or you are an ordinary man. You are able to be a champion, a star. Champions are not born, they become one because of hard work, because they are able to win their inner loser. The voice of the brand here is encouraging, and has an alert in it.

Dream Crazy – commercial.

Maybe some people fail a lot and think that they can not win. Some of them are born with defects, but the ones that who never give up will reach the desirable glory. Just dream crazy. The voice of the brand is crazy and glorious. Whoever you are, dream crazy and do crazy.

Nike – Just Do It. Commercial.

The following commercial is starring Serena Williams. The video shows us times when she was a young girl and tried hard, and she just did it. Now she is a champion and is the best in her category. Just do it like Serena did. She was an innocent girl who tried hard and reached for the best.

Let’s look at Nike social media appearances.

Nike just reposts famous athletes who wear Nike. They are millions, but in this pics, athletes are very natural. They do not look like celebrities, just ordinary people who dared to win and won. Nike is made for people who want to be a champion.

The guy tries hard to lose weight, and his goal is to lose 500 pounds. And his t-shirt is Nike. So the brand motivates him with its slogans and they also share the post. The voice of Nike is motivational, it has some kind of iron in it.

Starbucks brand voice.

Starbuck has become some kind of cult. The brand makes us a part of their story and their company. Their voice is so exploring. A novelty is hidden behind the voice of Starbucks. Take something new and explore with Starbucks.

Glen – Starbucks commercial.

In this funny commercial the song “Eye of the tiger” is sung by a band. They follow Glen wherever he goes. They encourage him whatever he does and some kind of make fun on him. The voice of Starbucks is funny with little interesting parts in it. Starbucks says “bring it on”. Do your duties and tasks of the day and drink the cup of Starbucks.

Celebrate yours with a Macchiato on us. Commercial.

Starbucks is famous for writing people’s name on coffee cups. People take camera shots of cups where their names are written. The voice of the brand is happy and celebrating. The shop assistant is a friendly guy who writes your name on a cup, The Starbucks brand creates a friendly atmosphere.

Meet me at Starbucks. Commercial.

In Starbucks café, you can find warmness, new love, respect, sharing, understanding, traditions. What would you find in the café? Just meet me at Starbucks. Here we have 2 main messages. The first message is about finding and exploring. 2nd is about friendship, tenderness, and love.

Let’s look at the social media appearances of Starbucks.

Starbucks has created a new kind of chocolate burger with their coffee in it. The pink trend is viral nowdays. A lot of brands create this kind of magical content with interesting feedback. We can understand what we want from this pic.

The Starbucks cup is present everywhere. Without their cup, Starbucks would lose its identity. Whatever you fill the cup it becomes to a branded beverage. Starbucks cup is a part of our lifestyle. It fits with our shoes, t-shirts, and jeans. We take photos with it whenever and wherever we want.

The brand voice of Amazon.

Amazon made it simple to surf and find out whatever we want. They made it easy to explore, find new products and features. The voice of the Amazon brand calls us to explore, to find out more like the great jungle of Amazon.

Here are some commercials of Amazon.

Can you feel it – commercial

During the whole commercial a song “Can you feel it” is heard. What should we feel? It is the emotion of an intense waiting. When we order something and it is almost shipped. What type of voice the commercial has? When your heart gets little nervous and you expect something great.

The dog-like a Lion.

The little baby likes to play with a lion toy and the puppy seeing it become upset. Then they ordered with Amazon hair of a lion. And the baby began liking the dog as it is like a lion now. The voice of the Amazon brand is so caring and lovable. They show us loving family members. And they really care for each other.

Free furniture shipping, commercial.

The guy longs to have a bed and sit on it like a king. And he thinks whether he can buy or note. And the pic is about his dream with great nights on the bed. You can buy whatever you want, even the furniture has free shipping. The voice of the brand says that everything is simple.

Now let’s look at their social media appearances.

The little boy is wearing the box of amazon prime. They advertise their boxes vary widely. Once it is a t-shirt another time it is a truck. They put a spell on their prime boxes, as Starbucks did for their cups. Primes boxes are seen everywhere. It is their visiting card.

Overall, the brand voice should be a unique one. People must differ your brand’s voice from another one. It must have a particularity that makes it special and different. Starbucks has created a cup and makes its voice hearable. Coca-cola has taken the red color and the word “love”. Nike is based on famous sportsmen, who are champions. And eventually Apple gives us messages and products that are innovative, they change our minds and thinking process. This is how people realize the voices of the brands. They are special. Before them, millions try but failed. But the following brands are special and have special voices. They are unique and found their wayS and taught millions of others how to be a successful company.