6 Awesome Brand Voice Examples (+ Free Worksheet to Create Your Own Business Personality)

You might have a brand idea in the works…

Or, your brand is well-established…

But you’re looking for brand voice examples.

If you’ve already got a business (or some knowledge of branding or marketing), your biggest question is probably along the lines of “Why do I need to worry about brand voice/tone, and what exactly is it?”

Here’s why it’s so important:

After price, 53% of consumers consider trust the most important purchasing factor. And when we look at what drives brand trust, it’s clear to see that customers crave authenticity.

Since authenticity builds trust, it’s incredibly important to communicate with customers through a relatable and genuine brand voice. 😀

We do this by being consistent in our tone.

Finding, and sticking to, a brand voice.

And why does brand voice matter? Because you can’t expect readers to trust you if one minute, you’re upbeat and playful, and then suddenly you publish content that’s buttoned-up and serious.

So, what does your brand voice look like?

Let’s explore what it is, some examples of it, and how you can find your unique brand voice that connects with your target audience, encourages them to fall in love with you, and then sells.

Ready? Let’s do this.

P.S. Get our completely FREE fill-in-the-blank brand worksheet to build your brand voice now.

brand voice free guide

What Is a Brand Voice?

Your brand voice is the way you talk to your customers. It’s the unique personality and tone a brand takes on through its marketing communications. A brand voice is distinct, consistent, and directed at a target audience. 🎯

Your brand voice is delivered through the choice of words and the flow of sentences, along with meaningful design choices in visuals (like the highest-paid YouTubers are so great at doing). There’s extreme power in creating an emotional connection through storytelling in content. So much so that an emotional connection can increase sales by 23%.

emotion in brand voice examples

So, when it comes to brand voice vs. brand tone, know that voice embodies a personality which then sets the tone for delivery of your brand voice. Picture getting advised to “watch your tone.” There’s power in the delivery of words.


So, when you’re building and executing your content marketing strategy, your brand voice should define everything you do.

And since content is the only marketing left, it’s more important than EVER to define your brand voice. You’ll use it to find direction in everything you do, including topics, copy, social media posts, and visuals of the content you create. 💥

And just like you communicate in a specific way with your family or friends, brand voice is a way to communicate specifically with your customers. Some businesses are killing it at brand voice, so let’s see them in all their glory and check out the best examples of brand voice pros next.

brand voice examples

The Best Brand Voice Examples

How are you portraying your brand through your content marketing? Is it fun? Flirty? Serious? Surprising?

Even though consistency is key, there are lots of different tones your brand voice can take on. Here are some examples of fantastic brand voice in action.

Example #1: Nike Brand Voice

nike brand voice example

When business owners are looking for the best brand tonality examples, Nike almost always tops the list.

Nike is often hailed as a storied power player in the world of marketing. This is simply because they discovered the power of having their own voice long ago.

This brand voice example:

  1. Feels heroic and life-changing
  2. Is often topical and progressive
  3. Reminds customers they’re capable of greatness
  4. Uses grit and inspiration

You can’t think of Nike’s brand voice without being reminded that everyone, not just athletes, can be resilient through persistence (with just a little help from the right athletic gear 👟).

free webinar

Example #2: Apple Brand Voice

apple brand voice example

Apple has one of those brand voice types that’s so strong it can turn away certain people. But the tech giant does this on purpose – they know who their target audience is, and they don’t shy away from making them feel exclusive and special.

This brand voice example:

  1. Is simple and confident
  2. Carries a superior tone
  3. Uses informality to emit a feeling of simplicity
  4. Has inspired the brand voice of many modern tech companies and start-ups

The iPhone campaign above is a great example of how the mechanics of Apple’s brand voice works. 📱 Sentences are short, confident, and declarative. This attempts to prove that they’re the best — plain and simple. Apple knows all about the mindset of high achievers and how to access it.

Example #3: Coca-Cola Brand Voice

coke brand voice example

Coca-Cola is one of those brand voice and personality examples that is both brilliant and subtle. And they’ve got this magic formula down throughout all of their messaging — whether you’re seeing a family of arctic animals gathering for the holidays, or a group of carefree people dancing, it’s hard not to associate this popular soda with a feeling of nirvana. ❤️

This brand voice example:

  1. Is very friendly and down-to-earth
  2. Shows us ideas of what a happy life looks like (and how we can all find it)
  3. Evokes positive feelings
  4. Emphasizes the importance of family, community, and togetherness

When you’re learning how to create content for your business, think about ways to get people to act. Remember their famous “Share a Coke” campaign? Coca-Cola produced bottles with hundreds of unique names, inviting people to pick up a soda for a friend or loved one in an act of kindness. Coke does a brilliant job of sticking with the idea of friendship, love, and happiness for their brand voice.

Example #4: Skittles Brand Voice

skittles brand voice example

Skittles is on a lot of brand voice and tone examples lists for good reason. If you were to use one word to describe them, it would be “weird.” But that doesn’t mean it doesn’t work.

This brand voice example:

  1. Pushes boundaries
  2. Feels strange and whimsical
  3. Is often humorous and cheeky
  4. Does very well with younger crowds over social media

If you pay really close attention to this brand voice, you’ll notice something unique. They often use “I” statements, creating a whimsical illusion that the product is animate and speaking to the audience. It’s weird. It’s funky. It sells candy. 🍭

Example #5: Brittany Berger Brand Voice

brand voice example

Brittany Berger has one of my favorite brand voice and personality examples on this list. The super upbeat tone is consistent throughout her entire site, from the use of pop star imagery to her unique product names (More Cowbell, please 🛎️).

This brand voice example:

  1. Is colorful and fun
  2. Feels friendly in the use of humor
  3. Uses informality to create a personal connection
  4. Stays relevant and fresh since it pulls inspiration from the zeitgeist

This tone appears on every inch of this brand. Small business blogging works for this site not just because of SEO, but also because Brittany has completely nailed her brand voice.

Example #6: Dove

dove brand voice example

Dove is one of the more comforting brand voice and personality examples on this list – and they know what they’re doing. Their message of empowerment and self-worth that they defined a couple decades back resonates really well with their audience.

This brand voice example:

  1. Promotes a positive body image
  2. Encourages confidence
  3. Feels powerful and optimistic
  4. Is calming, supportive, and friendly

Inclusivity is becoming more popular in marketing, but this brand has been at it before it was “cool.” Dove has done a fantastic job at knowing who their audience is, what they need, and how to give it to them. 🕊️

So now that you’ve seen some great brand voice examples, has it inspired you to define your own? Let’s explore how you can find your brand voice, too.

How to Create Your Brand Voice

Want to start learning how to create a brand voice right away? Here’s a great place to start:

1. Fill out a Brand Voice Worksheet

The first step to learning how to create your brand voice is to complete this helpful worksheet.

I wish it were as easy as plugging ideas into a generic brand voice generator and finding your company’s tone. Instead, you’ll need to ask yourself a few questions to establish the brand voice characteristics you want to portray. ✏️

To help, we created a straightforward brand voice worksheet for you. Simply fill out your answers and you’ll be on your way to defining your brand’s voice and personality.

brand voice worksheet

Ask yourself the following to identify your brand’s voice:

  1. What are the biggest truths about the world that your brand believes in?
  2. What’s the problem that your buyer is trying to solve? What are their biggest desires?
  3. What are the demographics of your target audience and how do they consume information?
  4. What’s your competitor’s tone like? What’s unique about your brand and beliefs and how are you different from the competition?
  5. Which five words represent your brand the most? And the least?

Using this brand voice worksheet is just the start. Once you’ve filled it out, you must then decide on your brand voice based on your answers.

To do this, take a look at the words you’ve written down for inspiration. 💡

Which of your brand’s “big truths” connects the most with your audience? Look at your beliefs, map them to your audience, and research how they’re already consuming those ideas.

2. Create a Shared Brand Voice Document

Your next step in creating your brand voice is to make sure everyone on your team knows what it is.

Ensure your hard work isn’t lost and that your team can access all the details. Include your brand voice guidelines and your overall “vibe” (plus examples) in a document your whole team can reference when planning, writing, and editing content. 🖱️

You can also share this document (and how to find it) as a content marketing workshop exercise if you’re meeting with your team for strategy planning and training. And don’t forget to let your writers know you’ll need to update old content with your new tone.

Because whether they’re producing content that has a lifespan of a just few minutes (TikTok) or 2+ years (blogging), your team needs to know what to do to stay consistent with your brand voice.

3. Put It in Action

Your final step (and this is important) is to put your brand voice research in action and start rolling it out with smart content creation.

Make sure you have your own content creation plan and don’t waste your resources on cheap marketing that might not meet your expectations or deliver on your brand voice guidelines.

So, once you know your brand voice, it’s time for YOU to put it into action, not someone else. This is your business, and you’ve got to be the captain of the ship, guiding others to create in alignment with your brand voice.

To do that, you’ll need a strategy to keep your tone consistent across every piece of content you or your team publish. You’ll find much more long-term success by creating a content strategy that includes details and instructions on how to stick to your very distinct brand tone.

serious business owner

Finding Your Brand Voice: Don’t Go at It Alone

These stellar brand voice examples didn’t get created overnight. A lot of work went into finding the perfect tone for each. 👔

You can spend a lot of time and energy spinning your wheels trying to find the right way to discover your brand voice and scale your business…

…Or you can invest in a mentor who has already been there (multiple times, including that time I sold a business for a 13,000% ROI) and has a proven plan ready and waiting for you.

Teaching struggling and new entrepreneurs how to find their brand voice (and build a plan to execute it) is part of my transformative coaching program.

So, if there’s a voice in your head telling you that you can be so much more than you are now, I want to help. If you’re ready to put in the work and learn how you can build a sustainable online business through smart content creation, I invite you to apply for a spot in The Content Transformation© System.

Check out my free 30-minute content marketing class and catch a glimpse of what you can expect when you join.

free content hacker training class cta 6

About Julia McCoy

Julia McCoy is an entrepreneur, 6x author, and a leading strategist around creating exceptional content and brand presence that lasts online. At 19 years old, in 2011, she used her last $75 to build a 7-figure agency, Express Writers, which she grew to $5M and sold ten years later. In the 2020s, she's devoted to running The Content Hacker, where she teaches creative entrepreneurs the strategy, skills, and systems they need to build a self-sustaining business, so they are finally freed up to create lasting legacy and generational impact.