Brand Tonality, Part 4: How to Actually Nail It

Let’s take a break from theory and look at this thing in the wild. (Reading this in the voice of David Attenborough is recommended, but not mandatory.)

There are brands out there—small ones, big ones, weird ones—that absolutely nail tone. Not because they’re trying to sound cool. Not because they’re overthinking every word. But because they know who they are, and they’re not afraid to sound like it.

Let me be clear. This isn’t about praise. It’s about pattern recognition. We’re here to study tone that hits—and why it hits. Not to copy, but to decode.

What does tone that works look like?

Take Notion, an AI workplace program. Their tone is clear, crisp, a little thoughtful, always composed. They’re not trying to be funny. They’re trying to be useful. But they’re doing it in a way that feels calm. Minimalist tone to match a minimalist product. Smart.

Now, look at Oatly. That brand sounds like someone who knows exactly how weird they are and doesn’t care if you’re into it—because plenty of people are. They don’t tone things down. They turn them way up. And their tone has become part of the product experience. You either vibe with it, or you roll your eyes and go buy dairy milk. Perfect.

Then, there’s Duolingo. They embraced a chaotic, slightly unhinged social tone—and it made them a content machine. Their owl is a menace, and it works. The tone doesn’t just entertain—it drives engagement, retention, and brand love. Their voice became their entire online persona. That’s not an accident.

What their tone tells you (without saying it).

Notion says: We’ve thought this through. You’re in good hands.
Oatly says: We’re different on purpose. Try the milk.
Duolingo says: Learning a new language doesn’t have to be boring. Let’s have some fun.

None of that’s on the surface. It’s between the lines. That’s tone doing the heavy lifting. Going a step further, these brands don’t just have strong tone. They have strong tone discipline. They show up the same way across platforms, even when the format shifts.

Notion’s product copy, blog, and release notes? All tonally aligned.
Oatly’s packaging, social, and site? Same chaotic charisma.
Duolingo’s app notifications and tweets? Same energy, just adjusted for context.

That’s tone maturity. That’s brand depth. That’s what good feels like.

And when it doesn’t work?

Some brands try to sound fun, but it comes off as forced. They chase that “human voice” and end up sounding like a social media intern doing improv with a script. Others play it so safe, they disappear. It’s like reading copy written by a legal department under duress.

It’s not always the words. It’s the tone underneath.
Is it confident? Or is it trying too hard?
Is it honest? Or is it polished into nothingness?

Here’s the rule:

  • If your tone feels disconnected from your product, people won’t believe you. Oatly’s offbeat voice mirrors an offbeat product—oat milk that proudly challenges dairy conventions.
  • If your tone feels disconnected from your audience, they won’t even notice you. Duolingo’s playful chaos speaks to modern learners who expect digital experiences to be engaging, not instructional.

So, what’s the takeaway?

You don’t need to copy the voice of strong brands. You need to find your truth and build tone around that. Steal principles, not phrases. Notice how they commit. Notice how they flex. Notice how they know exactly who they’re talking to. Here’s what you can steal without stealing the vibe:

  • Commit to a tone and don’t flinch halfway through a sentence.
  • Let your values shape your tone—not trends.
  • Make sure your product experience and tone actually match.
  • Don’t write like you’re being watched. Write like you’re being heard.

Because the brands that get tone right? They don’t sound good by accident. They sound like they mean it.

See you in Part 5, where we’ll cover ways to create and document your tone. And be sure to check out the other articles in my “Brand Tonality” series:

Cover Image Source: Wacomka