Disney's 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.
What is Disney's tone of voice?
Disney maintains a casual and serious tone that’s respectful and enthusiastic. While the tone of voice used within their movies is often funny, the company’s communications tend to have a more serious tone. Disney’s communications are always respectful, and they convey a sense of enthusiasm and excitement.
Amazon’s tone of voice matches the Earnest Ally (CSRE), which is:
Casual (rather than formal)
Serious (rather than funny)
Respectful (rather than irreverent)
Enthusiastic (rather than matter-of-fact)
Disney describes their tone of voice as “Welcoming, optimistic and playful.”
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Disney's tone of voice in practice
We examined https://www.disney.co.uk/introducing-disney-plus on 13/07/2023.
Disney's tone of voice on its ‘Introducing Disney+’ page is casual, enthusiastic and respectful. The copy is written in a way that makes Disney+ seem like a fun and exciting new way to watch Disney content, and it appeals to people who are looking for a way to be entertained and escape from the everyday world.
Here are some specific examples of Disney's tone of voice on their ‘Introducing Disney+’ page:
“Discover the greatest stories from Disney, Pixar, Marvel, Star Wars, National Geographic and Star, all in one place.”
“With endless hit movies, new originals and exclusive series, Disney+ offers unmissable entertainment at your fingertips.”
“A new month arrives and with it, a whole new treasure trove of movies, series and originals for you to explore on Disney+.”
Disney's tone of voice is designed to make people feel excited and entertained when they’re learning about the service. The company's communications are always engaging and entertaining, and they convey a sense of wonder, discovery and excitement without relying on humour.
The evolution of Disney's tone of voice
Disney - a name that resonates with the enchantment of fairy tales, the thrill of adventure, and the magic of childhood dreams coming true. Disney's brand story is one of creativity, innovation, and an unyielding commitment to sparking joy and imagination. As we journey into Disney's brand story, let's also explore the evolution of its tone of voice.
The birth of a dream: a friendly storyteller
Walt Disney founded the Disney Brothers Studio, the precursor to The Walt Disney Company, in 1923. From the outset, Disney's brand identity was about storytelling, imagination, and the magic of animation.
In these early years, Disney's tone of voice was friendly, imaginative, and inviting. With the introduction of Mickey Mouse in 1928, Disney conveyed a sense of warmth and joy. The tone mirrored the whimsical adventures of Mickey and his friends, positioning Disney as a charming storyteller that transports audiences to a world of fun and imagination.
The golden age: an enchanting narrator
Disney entered a golden era in the late 1930s and 1940s, with the release of groundbreaking feature-length animations like "Snow White and the Seven Dwarfs" and "Fantasia". This period saw Disney's tone of voice evolve into that of an enchanting narrator.
The tone was magical, inspiring, and captivating, promising to take audiences on breathtaking journeys through beautifully animated landscapes filled with memorable characters. The messaging centered around the magic of fairy tales, the power of dreams, and the enchantment of new adventures.
Disneyland and beyond: the architect of dreams
With the opening of Disneyland in 1955, Disney transitioned from the silver screen to tangible, immersive experiences. The tone of voice transformed as well, becoming the voice of a dream architect.
The messaging was about creating unforgettable memories, immersing oneself in fantastical worlds, and experiencing the magic of Disney firsthand. The tone was warm, enthusiastic, and inclusive, inviting everyone to be a part of the "happiest place on earth."
Modern era: the purveyor of endless possibilities
In recent decades, with the acquisition of Pixar, Marvel, Lucasfilm, and 21st Century Fox, Disney's brand portfolio has become immensely diversified. Its tone of voice has evolved to reflect this expansion.
Now, Disney's tone of voice is that of a purveyor of endless possibilities. The messaging spans from the charm of classic fairy tales to the excitement of superhero sagas, the wonder of a galaxy far, far away, and beyond. The tone is exciting, empowering, and dynamic, promising a vast universe of stories and experiences that cater to a diverse audience.
Companies with a similar tone of voice
Amazon’s communication style is most similar to the Earnest Ally (CSRE). Companies with a similar tone of voice include:
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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