By Thom Davies
As seen in
Key takeaways:
Objective: Brand tone is an integral part of engaging your audience. Your tone conveys your band personality, and through email marketing, social media and packaging, it builds a relationship with your customers. From Ryanair’s outrageously cheeky tone to Apple’s consistently modern voice, there are many ways to build your brand tone. We sought to explore which tones are the most influential for relationship building in 2025.
Question: How influential do you find the following brand tones when building a relationship with a brand?
Tones surveyed: Historied and trusted, Modern and innovative, Fun and playful, Warm and inviting, Pragmatic and informative, Emotionally impactful, Cheeky and irreverent.
Audience: A representative panel of American consumers aged 18 – 64.
How influential do you find the following brand tones when building a relationship with a brand?
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How influential do you find the following brand tones when building a relationship with a brand?
How influential do you find the following brand tones when building a relationship with a brand?
How influential do you find the following brand tones when building a relationship with a brand?
How influential do you find the following brand tones when building a relationship with a brand?
How influential do you find the following brand tones when building a relationship with a brand?
How influential do you find the following brand tones when building a relationship with a brand?
How influential do you find the following brand tones when building a relationship with a brand?
When it comes to brand tone, brands should pay attention to their customers’ attitudes. Younger consumers, for example, gravitate towards innovative and modern brand tones, while older consumers are significantly deterred by a cheeky brand tone. Overall, cheeky and irreverent tones are seen as less influential, while warm and investing tones are popular with audiences.
Brand tone must, however, be chosen in conjunction with your brand identity. It should exude from your business name, and match your price point and market position. Allow your audience to guide your choice of tone, but remember it’s just one building block of a consistent brand whole.
If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com 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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