One of the fastest ways to make a brand irrelevant is to assume that one message, one
tone, or one “perfect” voice will magically work for everyone. The same sentence that
makes one audience laugh might make another roll their eyes and click away.
Take generational differences. Gen Z gravitates toward brands that sound casual,
playful, and a little messy. Slang, memes, and emojis feel natural to them, like texting a
friend. Try that same approach on a fifty-something executive and watch how quickly
the “😂🔥💯” goes from fun to cringe. For many professionals, clear and authoritative
messaging still wins trust.
Industry matters just as much. Luxury brands like Chanel or Rolex never tweet memes
because exclusivity is part of their magic. Their audiences expect polish and formality.
Meanwhile, lifestyle brands like Glossier or Duolingo thrive on humor and relatability.
Their audiences would be disappointed if the tone suddenly shifted to stiff and serious.
The trick is adaptability without losing consistency. Think of it like karaoke. You can sing
different songs, but your voice is still yours. A brand might sound polished in a
whitepaper, then lighter and more conversational on Instagram. The delivery changes,
but the personality stays intact.
A brand voice should never try to be everything to everyone; it should be the
right thing to the right someone. At the end of the day, strong brand voices are
flexible, human, and authentic to the people who matter most.
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