Brand writing styles.

Voice and tone examples.

What's your brand's writing style? Pick a style that aligns with your mantra, and audience.

Authentic

Genuine, transparent, and trustworthy perception appealing to community-centered fans.

Energized

Creative, spirited, and exciting perception, using actionable words to motivate fans.

Authoritative

Dependable, credentialed, and responsible brands that fans can count on.

Sophisticated

Innovative, smart, and sleek brands appealing to pretentious fans with discerning taste.

Rugged

Tough, strong, and powerful brands for fans that want to conquer the world.

What Is The Authentic Writing Style

Definition

Authentic brands are perceived as genuine, transparent, and trustworthy by fans. Highly relatable and welcoming, they often focus on the environment and community.

Short Sample

At Exeter Boots, our values are woven into the fabric of everything we do. We nurture a supportive culture where individuals are empowered to thrive while making a positive impact in the workplace, the community—and the world.

Brand Characteristics

  • Responsibility
  • Sustainability
  • Ethical
  • Positive impact
  • Improve lives
  • Promise
  • Commitment
  • Nurture
  • Family
  • Empowered

Writing Style

  • Short, to the point
  • Clear, concise, and honest
  • Rich details
  • Informal, welcoming tone
  • Relatable phrases
  • Questions that evoke curiosity
  • Personable, pleasant, inviting
  • People talk, conversational, colloquial
  • Transparent, upfront, nothing to hide
  • Grounded, down to earth, sensible
  • Crisp, clean copy

Common Words/Phrases

  • You, we
  • Great, excellent, better
  • Good, goodness
  • Everyone, people, whole, world
  • Real, ready
  • Easy
  • Get, want
  • We get it
  • Not your cup of tea
  • On the lookout
  • Any other way
  • Teamwork, team
  • Look, see, understand
  • Support, committed, dedicated

Authentic Writing Style Samples

Writing Style

Personable
People Talk
Transparent
Grounded

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

What Is The Energized Writing Style

Definition

Energized brands are creative and spirited, using actionable words and outside-the-box thinking to challenge and motivate. They shake things up in unexpected and inspiring ways.

Short Sample

At Exeter Boots, we go to extremes. That’s how we were brought up. Our first pair was made by BMX rider Felix Hanson when he needed tougher footwear to withstand the toughest world champion race. The results? A revolutionary design that took him across the finish line. For a win.

Brand Characteristics

  • Riveting
  • Maximum
  • Beyond
  • Powerful
  • Extreme
  • Inspired
  • Revolutionary
  • Innovative
  • Awesome
  • Reimagine

Writing Style

  • Fast, fun, humorous
  • Creative and casual word choices
  • Friendly and welcoming
  • Persuasive
  • Vivid descriptions
  • Short, punchy rhythm
  • Uplifting, inspiring happiness and hope
  • Actionable, dynamic, on the move
  • Motivating, encouraging, stimulating
  • Challenging, pushing to limits, outside comfort zone
  • Informal, free and easy
  • Playful attitude

Common Words/Phrases

  • Dynamic
  • Great, marvel, super
  • Packs, pack
  • Builds, built
  • Future, beginnings, new
  • Go, gone
  • Like, unlike
  • Gone full circle
  • You betcha
  • Bring a little sunshine
  • What-ifs
  • Never-seen-before
  • Utterly, absolutely
  • Right?

Energized Writing Style Samples

Writing Style

Uplifting
Actionable
Motivating
Challenging
Informal

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

What Is The Authoritative Writing Style

Definition

Authoritative brands are seen as dependable, efficient and responsible. Some have been around for decades, if not centuries, consistently delivering reliable products and services.

Short Sample

We started making boots in 1929 because we believed nobody else was making them strong or durable enough to withstand the ongoing wear of daily life. While the world and our designs may have changed a lot since then, Exeter Boot’s dedication to creating the most dependable footwear remains the same.

Brand Characteristics

  • Dependable
  • Efficient
  • Streamlined
  • Advanced
  • Achievement
  • Transformative
  • Dedication
  • Heritage
  • Innovative
  • Expertise

Writing Style

  • Pertinent information
  • Largely objective, rather than subjective
  • Explanations without talking down to reader
  • Specific details
  • Straightforward, no fluff
  • Factual, rooted in research and proof
  • Historic, distinguished, established
  • Intelligent, knowledgeable, well-informed
  • Proven, recognized, trusted
  • Memorable, remarkable, enduring
  • Nostalgic, sentimental, warm feel for the past

Common Words/Phrases

  • Explore, open
  • Allow, permit
  • Need, require
  • Change, elevate
  • Treat, help
  • Start, launch
  • Power, powerful
  • Market, marketing
  • Offer, offering
  • Connect, connection
  • Simple, straightforward
  • Strongly recommends, suggests
  • Process
  • Proven, classic, timeless

Authoritative Writing Style Samples

Writing Style

Factual
Historic
Intelligent
Proven
Memorable
Nostalgic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

What Is The Sophisticated Writing Style

Definition

With innovative products and services, sophisticated brands convey status and power. They are considered glamorous and pretentious, meant for an exclusive crowd with discerning taste.

Short Sample

Exeter Boots.
Sleek. Sophisticated. With a smidgeon of sass.
Our boots do the walking—and the talking.

Brand Characteristics

  • Exclusive
  • Classic
  • Iconic
  • Prestigious
  • Sophisticated
  • Luxury
  • Refined
  • Signature
  • World-class
  • Legendary

Writing Style

  • Slightly formal tone that imparts air of wisdom
  • Careful word choice
  • Loftier vocabulary than most other online content
  • Extremes: Either extremely long or extremely short sentences and paragraphs
  • Websites may have small library of informative articles but no blogs
  • Intelligent, knowledgeable, well-informed
  • Innovative, cutting-edge, original
  • Exclusive, discerning, for the chosen few
  • Minimalistic, sleek, streamlined

Common Words/Phrases

  • Enable, allow
  • Capabilities
  • Lead, leading, leading-edge
  • Innovative, better
  • Limited, unlimited
  • Range, scope
  • Develop, development
  • Expertise, resources
  • Vision, visionary
  • Impeccable, infallible, ingenious
  • Inspired, inspiration
  • Experience, experiences
  • Highest, deepest, loftiest
  • Human-centered

Sophisticated Writing Style Samples

Writing Style

Intelligent
Innovative
Exclusive
Minimalistic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

What Is The Rugged Writing Style

Definition

Tough, strong, and masculine, rugged brands encourage consumers to follow in their footsteps of breaking free of the ordinary. They’re bold, brave and often outdoor-oriented.

Short Sample

Exeter Boots is more than a footwear company. We’re an adventure company. And every breath we take, every stitch we make, is geared toward gearing you up for your next great challenge. With high-performance textiles and unrivaled design, our boots are primed to support your every step, jump or plunge along the way.

Brand Characteristics

  • Performance
  • Freedom
  • Possibilities
  • Pursuit
  • Adventure
  • Unrivaled
  • Untamed
  • Determination
  • Terrain
  • Natural world

Writing Style

  • Extreme detail that speaks directly to enthusiasts
  • Targeted to very specific audience
  • Snappy headers and useful info
  • Confident and cavalier
  • Informal with possible touch of humor
  • Websites have press releases and other info, but not many blogs
  • Minimalistic, sleek, streamlined
  • Bold, fearless, daring
  • Brazen, audacious, shameless
  • Powerful, vigorous, capable
  • Strong, able, tough
  • Earthy, grounded, unafraid

Common Words/Phrases

  • High-concept, high-powered, high-octane
  • Adventures, excitement
  • Next level
  • Risk, reward
  • Strong, strength
  • Ultimate, optimum
  • Like no other, unbeatable, unmatched
  • Push boundaries, push the envelope
  • Summit, zenith, peak
  • Bold, brazen, heroic
  • Not afraid to get your hands dirty
  • Evolution, revolution
  • Action, active
  • Freedom, independence
  • Unrestrained, free rein

Rugged Writing Style Samples

Writing Style

Bold
Brazen
Powerful
Strong

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements