08 Jun 3 Examples Of Self-Aware Brands
In just one minute, today’s digital world sees:
- 277,000 tweets
- 2.5 million Facebook posts
- 204 million emails
- The results of 4 million search queries on Google.
It’s all too easy to get lost in that chatter—especially if you don’t have a strong brand voice. Here are 3 examples of how brands have developed a cohesive and unique voice.
1. Taco Bell: The Witty Buddy
Taco Bell’s brand voice embodies a quick wit befitting of a fast food restaurant that doesn’t take itself too seriously. The brand consistently incorporates trending topics into content, responds cleverly to comments, and creates huge engagement opportunities by allowing fans to weigh in on soon-to-be-discontinued menu items. This type of voice speaks directly to Taco Bell’s young, carefree fans, who make tacos a dietary mainstay and share their fast food consumption and dreams on social media. Take a closer look here.
2. Charmin: Frank & Funny
Charmin touts an unabashed embrace of bathroom humor, puns and related hashtags such as #tweetfromtheseat. They simply aren’t afraid to own the fact that, like that children’s book proclaimed, “Everyone Poops.” And Charmin thrives on its playful voice, even sponsoring an annual contest inspired by the wedding shower toilet paper dress game. The humor and banter of its unembarrassed brand voice make the brand hard to ignore – kind of like your off-color uncle who shares cringe-worthy personal information and commentary without shame or remorse.
3. Old Spice: Disarmingly Macho
For most of us, Old Spice conjures up memories of our freshly shaven father or grandfather. Old Spice, however, rose to the challenge of marketing to a new generation with a series of commercials featuring a buff, smooth jazz-voiced, shirtless actor traversing through outdoor adventures and romantic scenarios, even riding a white horse—sometimes backwards. The contemporary positioning of a product introduced in 1938 targets women with a tongue-in-cheek Harlequin romance-worthy cover model, as well as the men who want to please them. For their male social media audience, the over-the-top approach plays out in its Dream Runner contest, where entrants drew a running course in the shape of the prize they wanted to win. Those selected were rewarded with prizes that included an inflatable shark, a yardstick, an adult tricycle and a telescope. The zany brand voice of today’s Old Spice reminds us that it’s not your father’s aftershave. Then again, as one of its digital ads points out: “If your grandfather hadn’t worn it, you wouldn’t exist.”
Breaking through the content flood requires a finely tuned brand voice that remains cohesive across traditional and nontraditional channels. If you’re struggling to find your voice, we can help. Contact us at freshcreativeinc.com/contact us, and we’ll help you find your brand voice so you can be heard across the increasingly crowded media channels.