Brand Tone of Voice: Why is it important?

By: Emma Steele

In part 1 of this blog series, we covered what brand tone is and how organizations use it to build trust with their consumers.

Not only does it build trust, but it is also important for any brand because it defines how they are perceived by consumers and competitors.

Think of brand tone as the personality of your organization. You want to stand out in the crowd.

Content constantly surrounds us- from social media posts to billboards to television ads, a unique tone can most certainly catch the eye of consumers and generate attention.

A great example is Liquid Death.

Liquid Death was one of the first canned water companies in the United States and has grown rapidly.

With an initial intense and straightforward tone of voice, Liquid Death has become a first choice for many consumers and grew from $110 million to $263 million in one year. The organization has doubled their 2022 valuation.

In all forms of content, Liquid Death remains a tone of humor which aligns with their “evil mission, to make people laugh and get more of them to drink more healthy beverages more often, all while helping to kill plastic pollution.”

For a younger generation who tend to be more cause-motivated, Liquid Death is the “feel good” choice. They avoid talking about what their product actually is (water and iced tea) and instead focus on using intense, direct humor to capture the attention of consumers.

On social media, Liquid Death leverages reactive marketing and trending pop culture to:

  • Showcase their products
  • Feel relatable
  • Increase brand awareness
  • Position themselves in front of their target audience

Liquid Death Insta

If you are looking to get a better sense of your brand tone of voice, like Liquid Death has, check out this mini course on how to express your brand’s tone through copy write.


So, a brand’s tone of voice is important because it influences the impression people have of your brand.

But how can your brand tone turn into dollars?

Check back in for part 3 of this blog series to learn how.