By Thom Davies
As seen in
Key takeaways:
Objective: Brand tone is an important part of customer relationship building, particularly as brands reach for relatability and engagement on social media as well as in their advertising and marketing. We wanted to explore the perception of brand tone of voice among consumers in 2024.
Brand tones included in the survey: Humorous, serious, casual, formal, irreverent, respectful, matter-of-fact, enthusiastic.
Question one: How would you describe each of the following brand tones? Pick up to two descriptors for each.
Question two: How often have you come across the following brand tones within the last 3 months?
Audience: A general panel of American consumers aged 18 – 64.
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
How would you describe each of the following brand tones? Pick up to two descriptors for each.
How often have you come across the following brand tones within the last 3 months?
As brands compete for attention, it’s tempting to reach for shock value, but outside of the 18 – 24 age category, irreverent branding is likely to be a miss. In 2024, consumers are best engaged by humorous, casual and respectful brand tones.
If you’re interested in digging deeper into our findings, or asking your own questions on consumer and branding topics, contact Atom’s Communications Lead Lotte Reford to learn more.
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Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.
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