5 Ecommerce Brands You Should Know Just For Their Unique Brand Voice
Many admire Apple's aspirational approach to brand voice, but Apple isn't the only company worthy of brand voice envy.
These 5 Ecommerce brands prove that brand voice is all about uniquely connecting to your target audience... and they've taken it to a level that goes way beyond just marketing products and services.
1. Harley-Davidson
Yes, lifelong Wisconsinite here. And, yes, I've been around this brand my entire life. And I may have seen Aerosmith in concert at the Harley 110 Anniversary Celebration...
But that doesn't interfere (much) with my ability to judge their brand voice in an unbiased way.
If you know anything about Harley, you know that it's not just a motorcycle brand. It's a culture. A lifestyle.
Which means Harley-Davidson is one of those brands that doesn't just get away with a more aggressive brand voice... it's basically expected.
Check out their website or any one of their ad campaigns. The brand has a tendency to use short headlines that strike just the right balance of force and confidence.
SCREW IT. LET'S RIDE
RESISTANCE IS FUTILE
LIVE CAGE FREE
BREAK THE MOLD
Need inspiration for bold word choice? Harley's campaigns, website, (basically all marketing) are full of words that challenge readers:
AN EXTRA JOLT FOR YOUR TRADE
CRANK THE THROTTLE YOU DON'T WANT TO BE LATE
ROCK THE NOISE
Plus, Harley executes on the power of alliteration:
Garage Gear
Goods & Gifts
Security & Storage
Live Your Legend
The Road Glide Returns
Harley continues to exude masculinity (although they've tried to expand their female market in the past ten years) as well as freedom, patriotism, and untamed confidence.
Their consistently bold tone of voice speaks to their specific target audience: a persona that resonates with fierce independence and rebellion (or the wannabe independent rebel).
2. Cards Against Humanity
You've gotta love a company that has an FAQs section with the crosshead: "Your dumb questions."
When my brother introduced me to Cards Against Humanity, I unknowingly went to their website to learn how to play...
Did they share "The Rules" or "How To Play"? ...Nope.
When you ask: How do I play Cards Against Humanity? They respond: Here are the fucking rules
So on brand.
Speaking of questions, the FAQs section...errr... Your dumb questions...
The company's smart ass answers are worth a read. Especially the questions about the country-specific versions of the game. Like this one for example:
So if you need a good laugh, but don't have the time or money to invest in a full game of Cards Against Humanity, read their website for shits & giggles.
3. Ann Handley
Yes, Ann Handley is a personal brand (and a person).
But her marketing is so on point... makes sense since she's the brain behind MarketingProfs...but as I was saying, Ann's marketing is so on point, I couldn't not mention her brilliance. <-- Yes, double negative. No, I don't care.
Ann's best-sellers: Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content and Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business are definitely worth reading.
But Ann's website is a great place to see all of that information in action.
Ann has an abundance of enviable credentials. Plenty to brag about all over her website without the need for much else.
My favorite part? The balance.
What makes the brand balance so brilliant is the subtlety.
Ann shares her credentials and shares the personal. Striking a unique balance of "Hey, I'm damn good at this," with "But I don't take myself too seriously. Here, want to see my cute puppy?"
Ann discusses seemingly small details that show she's just another humanoid who loves King Charles Spaniels and working in her tiny house (spider in the corner) ... meanwhile she just happens to be the marketing mentor to the marketing mentors.
Check out the balance in action. Below is a screenshot of the hero section on Ann's about page
Another brilliant marketing move was the way Ann has settled into my Sunday morning ritual.
Every other Sunday, I sit on my too-blue couch with a cup of coffee. I leisurely read Ann's fortnightly newsletter: Total ANNARCHY.
And when I say leisurely, I mean at least two trips to reheat my coffee in the microwave.
Her writing tips and marketing ideas make my Sunday morning coffee even more enjoyable (Seriously... Coffee + Stevia + Total ANNARCHY = my Sunday morning jam).
4. Taco Bell
As a thirty-something, I probably shouldn't admit that I still love a good Nacho Bell Grande... I'm definitely not Taco Bell's target market.
And my doctor probably wouldn't like knowing that I still indulge this craving once in a while...
But here's the thing, if you follow Taco Bell on Twitter (and I highly recommend that you do), you may from time to time have an impulse to run for the border <-- Is that politically correct?
Anyway, Taco Bell's Twitter account is full of puns, emojis, quips, and of course, tacos... making it clear that their young (teen and young adult) audience engages when you keep it funny and light with a hint of sarcasm.
What keeps me drooling with engagement envy? Dive into Taco Bell's replies... Taco ’bout marketing genius!
5. Beardbrand
No, I'm not a customer (not that there would be anything wrong if I was).
A friend introduced me to this brand and I started doing research for my husband - someone that has a beard, but may need to take the grooming a little more seriously (even if it's just for his sensitive-skinned wife).
What drew me into Beardbrand was their clear vision, mission, and marketing alignment.
The company is fighting against the beard stereotypes:
A man who has a beard. Uses cheap products (if any). His beard is an experiment, a stage, or fad he's trying out. Or he's a man with a germ-collecting petri dish of the face. Think Mr. Twit from Roald Dahl's The Twits.
And then there’s Beardbrand.
A company committed to changing the narrative around beardsmen. They serve men that value quality products, styling, and grooming.
Even the product names align with their target market and mission. This favorite was described by a customer as "SERIOUS LOOK SERIOUS OIL"
Conclusion
Key takeaways from brands that have truly unique brand voices:
Know what your brand stands for.
Know who your one reader is (aka your ideal customer).
Your brand voice should differentiate & support your brand. It doesn’t make up for bad writing.
