The importance of a unique tone of voice

We love brands that capture our attention, be it through a thought-provoking creative campaign or witty comebacks on social. Whilst sexy brand visuals and trending products may initially attract their audience, a brand with true personality will retain their custom. A big contributor to a brand’s personality is their tone of voice. We’d like to share some of our favourite brands who have carved themselves a place as a well-established competitor in markets that are becoming increasingly saturated: gifting, tech and the cannabis industry. The brands discussed below are recognised not only for their distinctive products, but for their intriguing and quirky marketing tones.

Just keep scrolling, just keep scrolling

Stories that make you smile

Despite outright telling you to spend your money on their products and the unapologetic insults, we keep returning to their website to see what hilarious description they’ve come up with next. A tip from Anything to you: visit their social for more hilarious content.

Keepin’ acronyms cool

Acronyms are a nifty linguistic revelation that date back centuries, yet they’ve prevailed and are popular in language today. Once set free into the realm of the internet, acronyms like LOL, IDK and NGL are seized by online users and fast become integral to instant messaging, memes and GIFs. This economized form of language has become associated with youthful tech-savvies. Therefore, in an attempt to relate to their audience, brands who are targeting millennials have used these kinds of abbreviations in their TOV.

Flirting with the customer

Another linguistic flourish we appreciate is DrinkCann’s personification of the cans. Each product description is made unique by the tone of voice that emulates a bio from a dating profile.

After being sufficiently seduced by 3 DrinkCanns, following them on Instagram and stalking their profile, it’s safe to say, we’ll be first in the queue to take them out on a date when they are sold in the UK.

With the increased popularity of cannabis products over the past few years, it is difficult for brands to stand out. However, DrinkCann’s tone has helped to characterise them as a hip, up and coming brand within the cannabis industry.

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