Watch Your Tone: Emerging Brands That Are Nailing Voice

These brands prove that having a strong, recognizable voice isn't just an option—it's a necessity.

Let’s face it—when it comes to brand identity, voice is everything. You can have the best product on the market, but if your brand sounds like a robot reading a grocery list, you're going to have a tough time connecting with your audience. The best brands use their voice to inject personality, create connections, and stand out from the competition. In this edition, we're diving into three brands that are absolutely crushing it with their brand voice, proving that a little character can go a long way in making your brand unforgettable.

Starface

Brace yourselves, grammar purists—Starface is here, and their copy reads more like a DM from your favorite TikTok creator than a traditional skincare brand. Starface's entire brand voice is built around their quirky mascot, Big Yellow, a charming yellow cube with a face who narrates all of the brand's social content in the first person. Big Yellow’s voice is as informal as it gets, peppered with memes, abbreviations, and pop culture references that make their content as relatable as it is entertaining. Even their CTAs reflect this trendy tone, with phrases like "Blast Off" instead of the standard "Subscribe Now." Starface is redefining how skincare brands communicate by making acne treatment feel less clinical and more like an inside joke among friends. And guess what… It’s working​.

Sorry Nonna

Who knew pasta sauce could be so sassy? Enter Sorry Nonna, the newcomer that's giving traditional Italian cuisine the middle finger—literally. The brand launched with a bold, irreverent tone, claiming to love their Nonna (Italian for grandma) but declaring that her recipes had become boring. So what did they do? They “stole” her recipe and spiced it up. Sorry Nonna’s voice is punchy, playful, and not afraid to ruffle a few feathers. Their Instagram, which launched with a granny flipping the bird, perfectly sets the tone. It's a refreshing take in a category that often feels stuck in the past. By injecting humor and attitude into their messaging, Sorry Nonna is already standing out in a sea of tradition​.

Surreal

If Starface is the Gen-Z bestie, Surreal is the Millennial marketer’s spirit animal. This UK-based cereal brand knows how to speak directly to its audience with a voice dripping in sarcasm and wit. Surreal doesn’t waste time talking about their product—instead, they entertain. Whether it's cheeky billboards that poke fun at typical product marketing or LinkedIn posts showcasing the brand's self-deprecating humor, Surreal’s voice is unmistakably clever and relatable. Their posts are so well-crafted that they often leave you laughing, nodding, and perhaps reaching for their cereal on your next grocery run (if you live in the UK). It's a masterclass in using humor to build a brand that people genuinely enjoy engaging with​.

Improv Prompt Exercise: Personify Your Brand

Here’s a fun exercise to find your brand’s voice: Imagine your brand is a person. Give them a name, a job, a wardrobe—what car do they drive? What do they drink at happy hour? And most importantly, how do they talk? This personification can help you shape a brand voice that resonates with your audience. Think of how your brand would interact in social situations, and use that to craft a voice that's both authentic and engaging.
Pro tip: Drawing inspiration from well-known characters in movies, songs, or pop culture can make this process even more fun and effective.

Need help creating an authentic, recognizable brand voice? Get in touch.

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