The Paradigm Insights Series
The Sexy Underdog of Branding: Voice & Tone
Part 2: Brand Voice in the Wild — Contrast, Archetype & Identity
In Part 1, we made the case that voice and tone aren’t just an afterthought in branding — they’re one of the most powerful (and most overlooked) tools in shaping how people connect with your brand. While not as flashy as a new logo or tagline, your brand’s voice is often the first impression you make and the lasting tone that defines trust, relevance and emotional connection over time.
We also explored how voice and tone are deeply rooted in archetypal identity. Whether your brand leads with the playfulness of a Jester or the conviction of a Hero, your language choices shape how people feel your brand, not just how they understand it.
Now, in Part 2, we’re taking that concept off the whiteboard and into the real world. What does it look like when two brands in the same category take completely different paths with voice and tone? How can contrast itself become a competitive advantage? And what can we learn from the brands that not only found their voice — but have stayed remarkably consistent in it?
Voice and tone are more than linguistic decoration. Let’s dive into some side-by-side examples that show exactly how powerful and distinctive brand voice can be when it’s archetype-aligned and culture-driven.
Wendy’s vs. McDonald’s (Jester vs. Everyman)
Wendy’s is a Jester through and through. Its voice is sarcastic, witty and irreverent — especially on social media where they thrive. Their tone breaks the fast-food mold and invites followers in with an eyebrow raised. McDonald’s, on the other hand, is the Everyman—friendly, accessible and community-first. Their tone is about belonging. One is your snarky best friend, the other is your reliable neighbor. Both work because each is consistent and true to their archetype.
Apple vs. Microsoft (Magician vs. Sage)
Apple speaks like a Magician — mysterious, minimalist and aspirational. Their tone is about transformation: “Think Different.” The brand whispers innovation without over-explaining it. Microsoft leans into the Sage — logical, explanatory, trustworthy. Their voice teaches, informs and empowers. Apple inspires your inner visionary. Microsoft feeds your inner expert.
Liquid Death vs. Evian (Rebel vs. Innocent)
Liquid Death is the Rebel on a skateboard — unfiltered, absurdist, darkly funny. It’s water that drinks like a metal concert. Evian is all Innocent archetype — pure, light, nature-focused, health-first. Where Liquid Death slaps, Evian soothes. And both absolutely own their space.
Patagonia vs. North Face (Caregiver vs. Hero)
Patagonia speaks like the Caregiver — soft but strong, with a voice of stewardship and activism. North Face positions more as the Hero — conquering nature, chasing limits, thriving in challenge. One nurtures the planet. The other dares it.
Brand Voice Is a Battle Cry (or a Whisper)
These contrasts aren’t just fun. They’re functional. They remind us that voice and tone aren’t one-size-fits-all. They’re archetypal signals that create instant emotional shorthand for your audience. And when brands truly own their tone, they stop competing on features and start connecting on feeling.
This is where Paradigm excels and the very reason why voice and tone are so deeply embedded within its verbal identity system. Because the goal isn’t just to be heard. It’s to be remembered.
And let’s face it. If your brand isn’t speaking in a voice only it could own, is it really saying anything at all?
Brian Fallers
Truelio’s Chief Marketing & Brand Officer
Founder of Paradigm
