What do we want to see more of from brand voice in 2025?

If you’ve known us for a while, you’ll know that brand voice is our bread and butter. If copywriting’s our left arm, brand voice is our right. We’ve stood on our soap box for many years shouting about brand voice, and baby, that ain’t stopping any time soon. 

Well, it’s new year, new brand voice time. We saw plenty of great examples of brand voice at play in 2024. (Think your Monzos, your Ryanairs, your Surreals). 

But what do we want to see more of in 2025?

A bigger brand voice offering 

Sharing is caring. We don’t need the whole brand voice cake to ourselves. Because we know what it offers to a business when it’s done well. 

We want to see more agencies offering the same in-depth sessions focused purely on voice. If we’re sticking with the cake analogy, the brand voice slice needs to be as big as the visual guidelines. 

Unfortunately, three adjectives on a tone of voice slide do not a brand voice make. 

(If your agency doesn’t have the time to do this as part of your offering, that’s where we come in. What would this be without a shameless plug?) 

Better understanding of the brand voice machine 

Consider this the first step. We’re on a mission this year to shout louder than ever before about brand voice, because we truly believe it’s worth doing. 

In 2025, let’s understand that brand voice impacts every touchpoint of a brand, not simply sales and marketing. 

Okay, maybe Sue from accounts isn’t the world’s greatest writer. But brand voice isn’t just about the writing. It’s about how your clients talk about what they do, how they exist out in the world. So yeah, Sue’s probably not writing the next ad campaign, but she’ll still, at some point, be an advocate for the business and should feel confident knowing how to talk about it. 

Let’s leave afterthought tone of voice slides in 2024. 

Let’s leave writing a completely stagnant brand voice document in 2024. 

Let’s leave writing the brand voice slide, ticking a box and forgetting about it in 2024. 

Keep your eyes peeled. There’s going to be plenty more content from us on taking your brand voice from drab to fab. 

Brands flexing their voice in a unique way 

The competition for attention is ✨no joke✨. You want your clients to stand out? You have to be constantly thinking outside the box. 

Sure - visuals, cool campaigns and viral social media posts are great and all - but they’ll only be truly successful if funnelled through the brand’s unique lens. If we’re not nailing that for clients in 2025, we’re just another piece of content to scroll past. 

What are their opinions? How do they convey those? Are they appropriate for the audience? Do they talk about things differently on different channels? In short, what is their POV? 

(Spoiler alert: nothing is more boring than run-of-the-mill generic brand voice.)

AI and brand voice living harmoniously 

‘Aren’t you worried AI will take your job?’ 

Nope, not quite. AI will only ever be as good as the people behind it. If your clients don’t fully understand their identity or voice, they’re going to be throwing spaghetti at AI and hoping it sticks for all the authenticity it’ll provide them. 

AI is moving faster than us getting our Spanish lattes at our favourite coffee shop. And we’re all going to have to get used to a climate where we make it work for us, not against us. 

Well, strap in everyone. Let’s see what this year has in store for us! 

If you’re ready to expand your brand offering by adding some sh*t hot brand voice, please come and chat to us. (Promise we don’t bite.)