Why Is Everyone So Obsessed with Brand Voice? (And Getting It Wrong)

Everyone's talking about 'brand voice' these days. It's the latest marketing obsession, a desperate scramble to sound unique, edgy, and unforgettable. But here's the truth—most brands are getting it painfully wrong. In the rush to stand out, they end up blending in, like a chorus of parrots repeating the same worn-out trends. Forced, inauthentic, and, frankly, awkward. Instead of forging real connections, they come off as that try-hard friend who’s always late to the joke party—off-key and out of place. The result? An audience left scratching their heads and a marketing budget down the drain.

Let's cut the pretense. Why do brands keep getting it wrong, and more importantly, how can we actually do it right? Recent data shows that 88% of consumers value authenticity when choosing brands they support, and 81% need to trust a brand to even consider buying from it [1][2]. This highlights the significant role of genuine brand voices in building consumer loyalty. How about touching on the cultural nuances that are particularly significant in the Middle East—where the concept of brand authenticity is deeply tied to cultural and societal norms, especially in places like UAE and Saudi Arabia? I dedicate this piece to fellow marketers, strategists, and brand managers who have either faced this struggle or seen it play out in awkward and misguided attempts.

Revealing the Truth Behind Brand Voice

Here’s the thing about finding your brand voice: it’s not a treasure hunt for something buried in an office brainstorm. Your brand voice isn’t a mystical object that you manufacture—it’s something you uncover. But somewhere along the way, many brands forgot this fundamental truth. They began trying to manufacture their personality out of what’s trending on TikTok this week or what “seems cool.” It’s the branding equivalent of the midlife crisis leather jacket: looks out of place and slightly desperate.

So, why do brands keep getting it wrong? For one, there’s immense pressure to be relevant on social media. We live in an age where marketers are constantly chasing virality. Agencies pitch “edgy” campaigns, trends get copied, and brands start acting like teenagers trying to fit in with the popular crowd. But when brands contort themselves to fit into a trendy mold, they lose something crucial—their authenticity.

Voice vs. Tone

To understand what authenticity really means for brand voice, let's start by making an important distinction: voice versus tone. Your brand voice is your core personality, what you say and how you say it consistently across all your communications. The tone, on the other hand, adjusts depending on the audience or platform—it’s your brand on a first date versus a family reunion. Apple doesn’t talk to its customers in the same tone during a keynote address as it does in customer support emails, but the voice is always quintessentially Apple—minimalist, assured, sleek. On the other hand, we’ve seen examples like Burger King's ill-fated attempts at edgy humor on Twitter, where they crossed the line from playful to tone-deaf, highlighting how inconsistent messaging can alienate audiences rather than connect with them.

In contrast, when brands get confused about this distinction, they either shout in the wrong places or mumble in the right ones. And, often, they fall prey to adopting a "fun" or "cool" voice that simply doesn’t suit their brand DNA. I remember seeing an investment bank attempt to cash in on meme culture. Weird, right? You could almost feel the awkwardness radiating from their posts. They used slang that didn't land right, hashtags that had nothing to do with their brand, and emojis, everywhere. The result was an embarrassingly off-target, try-hard mess. It's like watching your history teacher dab—some things just don’t belong.

The Siren Call of Trends (And Why You Should Be Wary)

The lure of the trend is undeniable. When social media tells you that TikTok dances are getting millions of likes, it’s tempting for brands to jump on the bandwagon. But just because something is popular doesn’t mean it’s good for your brand. A successful brand voice is much more than just "doing what’s cool." It’s about doing what is right for you. It’s about understanding who you are, who you serve, and why you exist—and staying true to that message.

Remember, 91% of customers are willing to reward a brand for its authenticity [3]. They don’t want a faceless corporation pretending to understand youth culture; they want a brand that knows what it is, even if it’s not always “cool.” Case in point: LEGO has never tried to act like a trendy millennial. Instead, they communicate with a clear, consistent, and playful tone that’s aligned with their identity—creative, fun, and timeless.

Brands that stay authentic gain something much more valuable than fleeting likes—they gain trust. For example, research indicates that 94% of customers are likely to show loyalty to a brand that demonstrates transparency [6]. Trust is a long-term asset that pays dividends far beyond short-lived trends. And in today’s market, trust is everything. Research shows that 81% of consumers need to trust a brand to consider buying from it [2]. When a brand sacrifices its voice to chase trends, it risks eroding that trust, and once that trust is gone, getting it back is an uphill climb.

The Cultural Factor

Now, let’s add another layer of nuance—culture. In the Middle East, authenticity isn’t just a “nice-to-have,” it’s fundamental. This is a region deeply rooted in tradition, family, and community, and brands that understand this nuance will resonate with audiences far more deeply than those that don’t. If you're trying to appeal to audiences in Saudi Arabia, what works in Dubai might not work in Riyadh, and what works in Riyadh might not land well even in Jeddah [4]. This isn’t just about language—it’s about understanding what matters to people at a core level.

Take Aramex, for example. Aramex hasn’t tried to emulate global logistics giants like FedEx. Instead, it has embraced its regional roots, focusing on understanding and catering to Middle Eastern needs. Their campaigns reflect local culture, celebrate regional nuances, and resonate deeply with local audiences. They are not trying to be what they aren’t, and that’s precisely why they’ve been able to carve a niche for themselves in the e-commerce market.

The Middle East values sincerity. Brands that come across as pandering or superficial lose their credibility very quickly. And this is where understanding the core of your brand, and expressing it in a voice that matches, makes all the difference. When your voice is true to who you are, it resonates. And in a market like the Middle East, where word-of-mouth and community endorsement carry immense weight, resonance is key.

Not Every Trend Is Your Friend

Here’s where I think brands need to pause and reflect: not every social media trend deserves a branded response. Yes, dances and filters on social media are engaging, but they’re not a fit for every brand. Remember the “Mannequin Challenge” craze? Fun for a hot minute, but most of the brands that joined in are long forgotten. The ones that stayed in your mind? They weren’t the ones chasing trends; they were creating something true to their identity. It felt so natural, you probably anticipated them jumping in—that's how well it aligned with who they are.

There’s a reason why people cringe when they see brands awkwardly inserting themselves into trends. It’s inauthentic, and it shows. Take, for example, the infamous Twitter clapbacks. What started with brands like Wendy’s roasting people with wit has now devolved into a sea of brands awkwardly trying to be “savage,” only to fall flat. It turns out that not every 'toothpaste' brand needs to be making sarcastic comebacks online.

Instead of trying to sound trendy, brands should focus on building a voice that sounds true. People respect consistency, honesty, and a sense of purpose. Remember, transparency is more important now than ever—74% of customers say transparent communication is more important now than before the pandemic [5]. People want to know who you are, what you stand for, and why they should give you their time and attention.

Crafting a Voice That Stands the Test of Time

So, how do you create a brand voice that is authentic, engaging, and memorable? Start by asking yourself a few fundamental questions:

• Who are we?
• What do we believe in?
• Who do we serve?
• What value do we provide?

The answers to these questions will guide your brand’s voice. Think about brands like Dove, which consistently communicates its commitment to real beauty and empowerment. Their voice isn’t something crafted to match a trending hashtag; it is born from their core beliefs. It’s genuine, relatable, and always aligned with their mission. They don’t need to add extra flair or adopt a different personality to make their point.

And authenticity isn’t just good ethics; it’s good business. 94% of customers are likely to show loyalty to a brand that offers complete transparency [6]. For instance, Everlane exemplifies this approach with their 'radical transparency,' where they openly share their cost structures, suppliers, and pricing strategy with customers. This genuine openness has led to strong loyalty among their consumer base. I have to admit, Everlane is a bit of a guilty pleasure for me—so much so that I've been 'rebranding' myself with their minimalist wardrobe ever since I discovered them. It’s my marketer’s attempt at finding my own ‘brand appearance.’ Guilty as charged—but honestly, it works. Brands that are willing to say, “Here’s who we are, and here’s what we stand for,” are the ones that cultivate genuine loyalty.

The Unspoken Language of Brand Voice

We can’t talk about brand voice without considering cultural nuance, especially if you are speaking to audiences across diverse regions. For example, in the Middle East, where traditions and societal norms have a strong influence, a brand needs to be more mindful of its tone. Using Arabic phrases, but in the right context, acknowledging key holidays, but adding value, and demonstrating cultural awareness, without over doing it, are simple yet profound ways to resonate with your audience [7]. It’s about showing that you understand, respect, and value their culture.

When Flyadeal entered the Saudi market, it didn’t try to mimic the international low-cost carriers. Instead, they focused on creating a voice that was uniquely suited to the Saudi audience—friendly, direct, and locally relevant. They understood that building a relationship with their audience required more than just good pricing; it required cultural sensitivity and a voice that felt like it belonged.

Simplicity Wins

One of the biggest misconceptions about brand voice is that it has to be complicated to be effective. But often, the most powerful voices are the simplest. Simple doesn’t mean shallow; it means clear, consistent, and true. The most iconic brands in the world are consistent in their messaging, and this consistency is what builds trust over time.

Think of Nike’s brand voice. It’s empowering, clear, and always aimed at inspiring the athlete in every person. It doesn’t matter whether it’s an ad featuring Serena Williams or a reel about running on a rainy day—Nike’s voice is unmistakable. They aren’t trying to be funny one day and serious the next; they know who they are, and they stick to it.

Credibility Over Trendiness

In the end, the magic of brand voice isn’t in trying to be something you’re not; it’s in uncovering and owning what you already are. It’s about being authentic, even if that means being a little less flashy or a little more serious. When you stay true to your brand, you gain respect—and respect leads to trust.

Brands today face enormous pressure to stay relevant. But relevance doesn’t come from chasing every trend—it comes from knowing your audience and communicating with them in a way that feels real, honest, and human. In a world of increasingly savvy consumers, your brand voice isn’t just what you say; it’s the feeling you leave behind. And if you’re ever at a loss for how to do that, take a step back, meditate, breathe, and dig deep. Sometimes the best brand strategy is to pause and make sure it truly makes sense. After all, forcing it never works—just ask that investment bank trying to be a meme king.

So the next time you’re in a boardroom, brainstorming how to make your brand “cool,” remember this: your voice isn’t a costume you put on; it’s the character you reveal. And that, more than any TikTok dance or hashtag trend, is what audiences will remember.