I’ve written a couple of blogs recently about brand voice and tone which got me thinking about some of my favorite Columbus brands that have a distinctive voice. So, I thought I’d share some examples here as an illustration of what a brand voice is and how important it can be to an overall brand.
First up, everyone’s favorite ice cream, Jeni’s! While Jeni’s brand messaging is definitely reliant on yummy images of ice cream, it does have a very unique voice. It is whimsical, creative, friendly, innovative, and above-all community focused. Everything they do encourages engagement, not only with the product but with other customers and fans. I don’t know Jeni but I assume this voice is very much like her own personality. It sets the brand apart from other ice cream companies because of it’s humanity.
Next, let’s talk about the Book Loft. I adore this independent bookstore in German Village. You could literally get lost in their 32 rooms in the 100-year-old building it is housed in. They don’t do a lot of advertising but their social media is fire. The voice of their Twitter account is offbeat, snarky, literary, smart, progressive, and sometimes profane. It’s just what an independent bookstore voice should be because it is something that Barnes and Noble and Amazon will never be. It makes anyone who loves to read want to buy from them again and again.
If you live in central Ohio, you probably have at least one Homage t-shirt. Homage is a local apparel company that specializes in graphic apparel that celebrates Ohio sports teams or has a vintage vibe. From their website “Homage turns back the clock with shout-outs to eclectic moments and personalities in sports, music, and popular culture.” Their voice is very retro, casual, eclectic, and funny. It also very directly targets Ohio Gen Xers, although I am sure others can relate.
You can’t talk about brand voice without talking about Wendy’s. Their social media team has set the digital marketing world on fire in the last couple of years with their sassy, confident, and snarky messaging. Wendy’s has definitely come a long way from the old lady who yelled “Where’s the Beef?”
Let’s talk about one of my previous employers, Bath and Body Works. I can tell you from first hand knowledge, their brand voice is a reflection of their target customer. She is a middle-aged suburban mom who is committed to making her home and herself the best they can be. Their voice is homey, casual, accessible, bright, cheerful, and positive. There social media team has very specific guidelines on how to use that voice in their posts.
Last but not least, let me give a B2B example of brand voice. CoverMyMeds is healthcare software company that attempts to simplify the health insurance and medication access process for healthcare companies. Their brand voice is “thoughtful, empathetic and inclusive, so all network stakeholders feel we’re speaking to them as we focus on our shared priority: serving patients. Demonstrating our authority and alliance, we explain important details in a simple, straightforward way.” This is interesting because it focuses their message not only on their own customers (healthcare companies) but also the end-user (patients). It also keeps in mind that humans run companies and handle pain points and frustrations at work just like at home. Not a lot of SaaS companies are this forward-thinking, in my experience.
I had a lot of fun putting this list of central Ohio brand voice examples together. I hope they are helpful to you if you are thinking about your own brand voice. If you need someone to bounce ideas off of or help creating your brand voice and messaging, please reach out to me. I’d love to help you.
