3 Totally Bonkers DTC Brands Using Voice to Stand Out from the Crowd

In an increasingly crowded marketplace, gaining a competitive edge has become the Holy Grail for Direct-to-Consumer (DTC) brands. One unique and powerful way these DTC brands can rise above the noise and capture the hearts and minds of consumers? Using the power of voice – not just the words they use, but with a distinctive tone that sets them apart from their competitors.

Through witty zingers, conversational language, and even a sprinkle of crude humor, these brands forge emotional connections that transcend the transactional and transform shopping into something meaningful and memorable.

Let’s take a look at three of my personal favorite DTC brands that use brand voice to stand out from the crowd.

Liquid Death

Website: https://liquiddeath.com/

How do you stand out of the crowd when you sell… bottled water? That’s right. Bottled water. Answer: you do the exact opposite of what everyone else in the industry is doing.

When you think of filtered water, this comes to mind: Mountainscapes, rivers, the color blue; and the words pure, fresh, and clean. 

Liquid Death took that imagery and tone and went in a completely different direction. 

Backed by the positioning of “death to plastic” they certainly enjoy playing with themes of doom and condemnation. A lot. A lot, a lot. They’re also sarcastic and cheeky to poke fun at corporate marketing and plastic pollution. 

Examples: “Summon us,” “Sell your soul,” and “Keep the underworld beautiful with infinitely recyclable aluminum cans.”

If I were writing their brand voice guide? I’d include a gauge or chart graph which visualizes their stance on cursing – e.g., which obscenities are welcome and which are taking things too far. 

Tone of Voice Pillars: Sarcastic, cheeky, irreverent, uncouth

Who Gives a Crap 

Website: https://au.whogivesacrap.org/

How many ways can one company use a euphemism for the word “poo”? Turns out, a lot. A company on a mission to reduce deforestation and provide people with more access to toilets and clean water, Who Gives a Crap certainly has a strong purpose. 

But how does a company like this bring attention to something most people consider taboo in everyday discussions? Make it approachable. And not in a bashful-talking-bear kinda way (looking at you, Charmin).

In a straightforward, unafraid yet not-over-the-top way.

If I were writing their brand voice guide? I’d add a word bank of a million ways to talk about toilet paper, toilet humor, and going number two. 

Tone of Voice Pillars: Humorous, whimsical, amusing, caring

Oatly

Website: www.oatly.com
This irreverent, award-winning, straight-shooter of a brand is one many copywriters (including myself) kinda secretly wish they could write for. This brand uses storytelling in places most brands wouldn’t dream to do (like on the actual packaging) and hits 100% home runs when it comes to humor. 

Plus, they break the fourth wall… a lot.

One ad, for example, on a billboard said: “You actually read this? Total success.” They run ads like these all the time. So let’s just say they milk these jokes for all they’ve got (get it?! Call me, Oatly). 

One final thing to note: They also play with punctuation a lot, flirting with exclamation points, interrobangs, and ellipses. 

If I were writing their brand voice guide? “Oatly’s brand voice guide here. Listen to me, or don’t. Just promise me one thing: Think big. It’s always easier to reign things in than it is to try to go bigger and bolder. And use lots of exclamation points. Greg from legal will try to suggest you remove them, but don’t listen to him!!!”

Tone of Voice: Provocative, sarcastic, witty, excitable, self-aware, plainspoken

These DTC brands successfully leverage their brand voice as a differentiator to create a lasting impact on their target audience and get us all talking. With authenticity, relatability, and expertise, these brands can build enduring connections, foster brand loyalty, and ultimately enjoy sustainable success in an ever-evolving and competitive market.

Need copywriting or brand voice guides for your DTC or SaaS biz? Click below for a free discovery call (or else!)