Tone of voice analysis of the world’s top brands
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
I analysed the tone of voice of some of the world's most well-known brands. See how they compare, and understand how a carefully crafted brand voice can shape perceptions and drive engagement.
Entertainment
Disney (CSRE) Disney adopts an enthusiastic yet serious tone, conveying respect and excitement while promoting its offerings.
Netflix (CFIE) Netflix uses a bold, irreverent and witty tone to connect with its audience on an engaging and personal level.
Nintendo (CFRE) Nintendo adopts a casual, fun and enthusiastic tone that respects, entertains and excites its audience.
Finance
Monzo (CSRE) Monzo’s tone of voice is casual, friendly and approachable. Its style is clear and concise, avoiding jargon.
Food & drink
Oatly (CFIE) Oatly uses a casual and funny tone that's irreverent and enthusiastic, capturing its rebellious and passionate vibe.
Subway (CFRE) Subway uses an upbeat, enthusiastic tone emphasising fresh, quality ingredients and affordability.
Technology
Amazon (CSRM) Amazon maintains a clear, concise, pragmatic tone that's casual yet serious and always respectful of the customer.
Apple (CSRE) Apple uses an enthusiastic yet respectful tone focusing on innovative design to position itself as a friendly tech ally.
Microsoft (FSRM) Microsoft uses a formal, serious tone balanced with enthusiasm to convey expertise while connecting with audiences.
Travel
Airbnb (CSRE) Airbnb uses a casual yet respectful tone emphasising community and transporting readers to diverse, unique stays.
Virgin Atlantic (FFRE) Virgin Atlantic couples professionalism with wit for a charismatic, enthusiastic tone about quality travel.
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups and small businesses. I’ve led content teams and have developed multiple brand guidelines.
Countless times I’ve grappled and dealt with the common thread that unites all new companies: the challenge of building trust with a new audience.
A consistent writing style can help build trust, but many businesses don’t have a style guide in place.
I created CopyStyleGuide.com to help.