{"id":1720,"date":"2025-03-12T12:54:22","date_gmt":"2025-03-12T12:54:22","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=1720"},"modified":"2025-05-05T12:37:58","modified_gmt":"2025-05-05T12:37:58","slug":"the-end-of-the-cheeky-brand-2025-brand-tone-and-influence-survey","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/the-end-of-the-cheeky-brand-2025-brand-tone-and-influence-survey\/","title":{"rendered":"The End of the Cheeky Brand? 2025 Brand Tone and Influence Survey"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>61% said<\/strong> a \u2018warm and inviting\u2019 brand tone was extremely or very influential \u2014 more than any other tone.<\/li>\n\n\n\n<li>26% found \u2018cheeky and irreverent\u2019 tones <strong>uninfluential<\/strong>.<\/li>\n\n\n\n<li><strong>63% of men<\/strong> (vs. 57% of women) say &#8216;historied and trusted&#8217; is extremely\/very influential.<\/li>\n\n\n\n<li>A &#8216;warm and inviting&#8217; tone is <strong>significantly more influential among women<\/strong> \u2014 extremely influential for 31% of women, vs. 23% of men.<\/li>\n\n\n\n<li>Older consumers are <strong>put off by \u2018cheeky and irreverent tones\u2019<\/strong>: 41% of 55 &#8211; 64s say it\u2019s not at all influential.<\/li>\n\n\n\n<li>Younger consumers also <strong>gravitated more towards innovative brand tones:<\/strong> 58% said it\u2019s extremely\/very influential (vs. 44% of 55 &#8211; 64s).<\/li>\n\n\n\n<li>Emotionally impactful tones are <strong>most influential for 35 &#8211; 44s<\/strong> (35% said extremely influential)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> 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\u2019s outrageously cheeky tone to Apple\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question:<\/strong> How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Extremely influential<\/li>\n\n\n\n<li>Very influential<\/li>\n\n\n\n<li>Moderately influential<\/li>\n\n\n\n<li>Slightly influential<\/li>\n\n\n\n<li>Not at all influential<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tones surveyed: Historied and trusted, Modern and innovative, Fun and playful, Warm and inviting, Pragmatic and informative, Emotionally impactful, Cheeky and irreverent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Audience: <\/strong>A representative panel of American consumers aged 18 \u2013 64.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>61% said a \u2018warm and inviting\u2019 brand tone was extremely or very influential \u2014 more than any other tone.<\/li>\n\n\n\n<li>26% found \u2018cheeky and irreverent\u2019 tones uninfluential.<\/li>\n\n\n\n<li>27% said \u2018historied and trusted\u2019 is extremely influential.<\/li>\n\n\n\n<li>22% said modern and innovative is extremely influential.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a47947d834a7&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a47947d834a7\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfKSPUdzPLLRe9XEA3nvXnFAbJig8yz-KZdLTYLGfXdjy-T0PaPZhb2anMX_N_IeWnQAAug83wUaLEdm-waO81Ud8ZklnQq-Cy7zKBIdg_OgR8QOFg0aCX9zmaOLSIIWQ7-gYeG?key=D594w5MAgusQVnkOW8yudhHt\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-ast-global-color-1-color has-alpha-channel-opacity has-ast-global-color-1-background-color has-background\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Any questions? Let our research support your next article \u2014 completely free<\/strong> (some limitations apply).<\/p>\n\n\n<div class=\"wpforms-container wpforms-container-full wpforms-block wpforms-block-17a00f66-50f2-4e05-95d6-4094e83b958e wpforms-render-modern\" id=\"wpforms-612\"><form id=\"wpforms-form-612\" class=\"wpforms-validate wpforms-form wpforms-ajax-form\" data-formid=\"612\" method=\"post\" enctype=\"multipart\/form-data\" action=\"\/radar\/wp-json\/wp\/v2\/posts\/1720\" data-token=\"9717188d2d5faa173d0ad00799b06276\" data-token-time=\"1783075965\"><noscript class=\"wpforms-error-noscript\">Please enable JavaScript in your browser to complete this form.<\/noscript><div id=\"wpforms-error-noscript\" style=\"display: none;\">Please enable JavaScript in your browser to complete this form.<\/div><div class=\"wpforms-field-container\"><div id=\"wpforms-612-field_0-container\" class=\"wpforms-field wpforms-field-name\" data-field-id=\"0\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_0\">Name <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"text\" id=\"wpforms-612-field_0\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][0]\" aria-errormessage=\"wpforms-612-field_0-error\" required><\/div><div id=\"wpforms-612-field_1-container\" class=\"wpforms-field wpforms-field-email\" data-field-id=\"1\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_1\">Email <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"email\" id=\"wpforms-612-field_1\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][1]\" spellcheck=\"false\" aria-errormessage=\"wpforms-612-field_1-error\" required><\/div><div id=\"wpforms-612-field_2-container\" class=\"wpforms-field wpforms-field-textarea\" data-field-id=\"2\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_2\">Message <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><textarea id=\"wpforms-612-field_2\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][2]\" aria-errormessage=\"wpforms-612-field_2-error\" required><\/textarea><\/div><\/div><!-- .wpforms-field-container --><div class=\"wpforms-submit-container\" ><input type=\"hidden\" name=\"wpforms[id]\" value=\"612\"><input type=\"hidden\" name=\"page_title\" value=\"\"><input type=\"hidden\" name=\"page_url\" value=\"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts\/1720\"><input type=\"hidden\" name=\"url_referer\" value=\"\"><button type=\"submit\" name=\"wpforms[submit]\" id=\"wpforms-submit-612\" class=\"wpforms-submit\" data-alt-text=\"Sending...\" data-submit-text=\"Submit\" aria-live=\"assertive\" value=\"wpforms-submit\">Submit<\/button><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/plugins\/wpforms-lite\/assets\/images\/submit-spin.svg\" class=\"wpforms-submit-spinner\" style=\"display: none;\" width=\"26\" height=\"26\" alt=\"Loading\"><\/div><\/form><\/div>  <!-- .wpforms-container -->\n\n\n<hr class=\"wp-block-separator has-text-color has-ast-global-color-1-color has-alpha-channel-opacity has-ast-global-color-1-background-color has-background\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gender Breakdown<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>63% of men<\/strong> (vs. 57% of women) say historied and trusted is extremely\/very influential.<\/li>\n\n\n\n<li>A warm and inviting tone is <strong>significantly more influential among women<\/strong> \u2014 extremely influential for 31% of women, vs. 23% of men.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Men<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a47947d84bc5&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a47947d84bc5\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXecA9jMgpyyS0GiI_-pi-SS0K00kqLR4tNWZlVCFL-Lh8iWHDB1dpQkhDP8Va6MSFvd9NHPQ8CsuwQ0wCxBgSdWf6IGv_S0xfZy09YdTSmSyr53s6sMegfmoB9EJYhdHKOsrH9vcw?key=D594w5MAgusQVnkOW8yudhHt\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Women<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a47947d84e71&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a47947d84e71\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdwtTx-7cNV-Elc6OgK-0RE1Bu09s8rA5T5B-veK0AiPMrb3tVGF1zEAHYmkAlGxX84FbPxt4OkaTS6pHvFbkoIo_GpzVQAaMZQo0C-4BL5WhPIbq56o9o7m7h7cTEgUq0V1_K1fg?key=D594w5MAgusQVnkOW8yudhHt\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Age Breakdown<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Older consumers are <strong>put off by \u2018cheeky and irreverent tones\u2019<\/strong>: 41% of 55 &#8211; 64s say it\u2019s not at all influential.<\/li>\n\n\n\n<li>And <strong>18 &#8211; 24s are three times as likely<\/strong> to call it extremely influential (14% vs. 5%)<\/li>\n\n\n\n<li>Younger consumers also <strong>gravitated more towards innovative brand tones:<\/strong> 58% said it\u2019s extremely\/very influential (vs. 44% of 55 &#8211; 64s).<\/li>\n\n\n\n<li>Emotionally impactful tones are <strong>most influential for 35 &#8211; 44s<\/strong> (35% said extremely influential)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>18 &#8211; 24<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a47947d85b2e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a47947d85b2e\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdwGIcLxiG3NSk1E4IvhN2VfLtHFmBTq3iOPVQGD2ekn4Ksx0FxZoOldXo1iwe0tkBIF25YmHVBaEGIW7_MBud4o5LxpqDjGIGUI24rJJF1m4Ue0Zb9jVoEUUZcdKSW1bWbiFxSQA?key=D594w5MAgusQVnkOW8yudhHt\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>25 &#8211; 34<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a47947d85deb&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a47947d85deb\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf9MDaAePjumtSLHGpny0rJx8tLtdHPMJsldoSV8oRekirDfq5opURV4GAC_pmyECCiEpjdlIR4l2SgFwpDUMUHw-khNho6aSDbEy-Ie1jAlVUbJ-BAhkqRBOVU1-h3ciLRNR9_?key=D594w5MAgusQVnkOW8yudhHt\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>35 &#8211; 44<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a47947d8607e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a47947d8607e\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdu9hFuvzF9nLsVuWuaYvNqP27kR_WcAyhws4Ffl3XMH64mj37S_Br0MzOlpeVTt09t_9lj7MB_9Jj-i9hYgHtnsrqYC3P68wgD_vCzm0Z7cqJPZ1ZTTYZAqgljvUUvnEXNG2yOhQ?key=D594w5MAgusQVnkOW8yudhHt\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>45 &#8211; 54<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a47947d86336&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a47947d86336\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcFjfytiUF1eM2IqK7mTBBOPFa5_lPi0GjgjVfOmw7gbtNr6cvHpeMR2limaTyOLoR2vVmu20Ex_MNkLWAG4HAKXJZoMrDcjD4AmZBLpAII7mS4tMoK7kjLF1sk7MOFpmXglWaJlQ?key=D594w5MAgusQVnkOW8yudhHt\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>55 &#8211; 64<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">How influential do you find the following brand tones when building a relationship with a brand?<br><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcYLYNMI33Gq3dFYE3DcsPHSlmvxyraG5sYWY5oEF08pB71Dv-fIJWEbcCpiJBZGfe6DstjkShoaJlgjIjkg4OcxRPh2OuaiQ45NZJMNmz5c02B5a9V60U9NCCs46vH8FMxsEKsNQ?key=D594w5MAgusQVnkOW8yudhHt\" width=\"602\" height=\"221\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to brand tone, brands should pay attention to their customers\u2019 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brand tone must, however, be chosen in conjunction with your brand identity. It should <a href=\"https:\/\/www.atom.com\/blog\/create-a-brand-name-tone\/\">exude from your business name<\/a>, and match your price point and market position. Allow your audience to guide your choice of tone, but remember it\u2019s just one building block of a consistent brand whole.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Further Reading<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.atom.com\/radar\/branding-data-and-insights\/\">Essential Insights: Our Data-Backed Guide to Branding<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/biggest-branding-trends-for-2025\/\">Biggest Branding Trends for 2025<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/authenticity-research\/\">Authenticity Research: What Matters Most for Customers?<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019s outrageously cheeky tone to Apple\u2019s consistently modern voice, there are many ways to build your brand tone. We sought to explore which tones are the most influential in relationship building in 2025.<\/p>\n","protected":false},"author":5,"featured_media":1721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/03\/tone-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/03\/tone-300x200.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/03\/tone-768x512.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/03\/tone-1024x683.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/03\/tone-1536x1024.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/03\/tone-2048x1365.jpg"},"post_author":"Thom Davies","assigned_categories":"Research","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar Research The End of the Cheeky Brand? 2025 Brand Tone and Influence Survey<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/the-end-of-the-cheeky-brand-2025-brand-tone-and-influence-survey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar Research The End of the Cheeky Brand? 2025 Brand Tone and Influence Survey\" \/>\n<meta property=\"og:description\" content=\"Brand tone is an integral part of engaging your audience. 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