Casual tone of voice
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.
Warby Parker revolutionised the eyewear industry with its direct-to-consumer model and a notably casual tone of voice.
What is a Casual tone of voice?
A casual tone of voice can feel like a relaxed chat with a good friend. It’s unpretentious, warm and sprinkled with everyday language that’s easy to connect with.
Startups often use a casual tone to connect on a personal level with their audience, making their brand feel more approachable, authentic and distinct from the corporate crowd.
Key features
Contractions: Use of shortened words like "can't," "won't" and "isn't" make it seem more like natural speech.
Direct address: Engaging the reader directly with "you" and "your," establishing a personal connection.
Simple vocabulary: Preferring easily digestible, common words that cater to a broad audience.
Expressive punctuation: Application of exclamation marks, ellipses and on occasion, emojis to convey emotions.
Conversational flow: Often features shorter, free-form sentences that mimic natural speech patterns.
Characteristics
Relatability: Appears genuine and distinctly human, steering clear of corporate stiffness.
Clarity: Shuns jargon in favour of plain, direct language.
Engagement: Frequently incorporates anecdotes, stories or shared experiences to foster a connection.
Suitability
Startups with a youthful target audience or those that operate in less conventional or creative sectors often opt for a casual tone to resonate more deeply with their customers and establish a unique identity.
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Examples of a Casual tone of voice
Let’s look at some examples of companies that use a casual tone of voice (click the images to zoom in!)
Airbnb
Airbnb's copy is a textbook example of the casual tone in action.
Use of contractions like “We’ll” and direct address phrases such as “We’ll match you” make the reader feel like they're in a relaxed chat with a friend.
The copy avoids complex jargon, opting for simple words like “guide” and “support”, ensuring everyone gets the message, loud and clear.
They bring in relatability with descriptions like “a smiling Superhost”, painting a picture of warm, genuine human interactions.
All of this adds up to a welcoming vibe, as if Airbnb is casually saying, “Join us, it’s going to be a smooth ride!”
It’s a brilliant approach for a brand aiming to connect a diverse community of hosts and travellers around the globe.
We’ve classified Airbnb as an Earnest Ally (CSRE).
Brewdog
BrewDog’s copy feels like a friendly banter over a pint.
Use of contractions and direct addresses, such as “We’re here” and “can’t do it without you”, creates an immediate bond with the reader.
What makes them stand out is their playful and cheeky approach: “Our finance department thinks it’s a terrible business model. Sign up now before they shut this whole thing down.”
It’s like they're pulling you aside for a little insider chat, making you both complicit in a fun secret.
BrewDog effortlessly blends humour, clarity and relatability, crafting a tone that feels less like a corporate pitch and more like a conversation with a mischievous mate at your local pub.
We’ve classified Brewdog as a Bold Visionary (CSIE).
Oatly
Oatly’s tone is like having a heartfelt chat with a well-informed friend.
Contractions such as “haven’t” and “we’re” help create a relaxed energy.
Their direct address to readers, combined with relatable mentions like the “Seattle Mariners” and the “color of their nail polish”, infuses their messaging with authenticity and charm.
By combining simple vocabulary with profound topics, Oatly creates a narrative that’s both approachable and thought-provoking.
It’s the essence of a casual tone: presenting significant ideas in a manner that’s as comfortable as discussing them over an oat milk latte.
We’ve classified Oatly as a Lighthearted Maverick (CFIE).
Casual tone of voice profiles
Profiles that have a Casual tone of voice include:
The eight tones of voice
Learn the differences between other tones of voice:
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.
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