Why Every Brand Wants to Sound Like Your Slightly Sarcastic Friend
Something odd is happening in brand tone of voice, and it smells faintly of Twitter circa 2014. You know the one. Slightly sarcastic, self-aware but never too much, and peppered with just enough irony to sound clever without being cruel. It’s the digital equivalent of raised eyebrows and a casual shrug.
Every brand is trying to do it. From sportswear to skincare, everyone wants to sound like your sardonic mate who gives great recommendations and also remembers your dog’s name. Don’t get me wrong, I’m all for warmth and wit, but when every yoghurt talks like it has a podcast and every deodorant seems like it might roast you in a group chat, you begin to wonder what’s underneath.
Here’s where it gets interesting. This isn’t laziness. This is a calculated move. Because brands have finally accepted that trust isn’t built through declarations of excellence, but through relatability. And relatability is slippery. It's easier to fake if everything you say is wrapped in humour. Bonus points if you can parody your own category — shout out to haircare brands pretending they also think their own 17-step product system is excessive.
But here’s the real kicker. Consumers are in on it. In fact, they expect it now. A toothpaste that’s too sincere feels suspicious. A gym that doesn’t take the mickey out of stretching feels alien. We're suspending disbelief to be entertained by a brand voice, knowing full well it was written by a copywriter who overthinks commas and wishes they’d become a novelist. And maybe that’s ok. Maybe ads that sound like DMs are the new billboard. Just don’t be the brand that tries too hard to be clever while forgetting to actually have a point.
Every brand is trying to do it. From sportswear to skincare, everyone wants to sound like your sardonic mate who gives great recommendations and also remembers your dog’s name. Don’t get me wrong, I’m all for warmth and wit, but when every yoghurt talks like it has a podcast and every deodorant seems like it might roast you in a group chat, you begin to wonder what’s underneath.
Here’s where it gets interesting. This isn’t laziness. This is a calculated move. Because brands have finally accepted that trust isn’t built through declarations of excellence, but through relatability. And relatability is slippery. It's easier to fake if everything you say is wrapped in humour. Bonus points if you can parody your own category — shout out to haircare brands pretending they also think their own 17-step product system is excessive.
But here’s the real kicker. Consumers are in on it. In fact, they expect it now. A toothpaste that’s too sincere feels suspicious. A gym that doesn’t take the mickey out of stretching feels alien. We're suspending disbelief to be entertained by a brand voice, knowing full well it was written by a copywriter who overthinks commas and wishes they’d become a novelist. And maybe that’s ok. Maybe ads that sound like DMs are the new billboard. Just don’t be the brand that tries too hard to be clever while forgetting to actually have a point.