In an age where consumers are bombarded with countless marketing messages daily, standing out from the crowd has become more crucial—and challenging—than ever. However, a new wave of brands is cutting through the noise by adopting unconventional, authentic voices that resonate deeply with their audiences. This approach, while risky, is proving to be a game-changer in the world of digital marketing.
The Rise of the Unconventional Brand Voice
Traditional marketing wisdom often advocated for a polished, professional tone that aimed to appeal to the broadest possible audience. However, in today's fragmented media landscape, this one-size-fits-all approach is losing ground to more targeted, authentic communication styles.
Marketing expert Aisha Hakim explains, "Brands like P&G, big auto, like all of these big companies, one of the things they really, really struggle with is speed. And I understand that there are a lot of shareholders, a lot of voices that need to sign off on things, but when they're looking to appeal to, you know, when they're looking to jump into a conversation culturally, which now brands sort of have to do, you can't be precious."
Case Studies in Unconventional Success
Steak-umm: Philosophical Frozen Steak
One of the most striking examples of an unconventional brand voice comes from an unlikely source: frozen steak. The Steak-umm Twitter account gained widespread attention and a cult following by adopting a surprisingly philosophical and often absurdist tone.
Hakim describes their approach: "There was a frozen steak brand, Steak-umm, and they developed this, like, subversive, overly serious, philosophical, social tone. And, I mean, I think they tweeted literally like 4000 times a month, until they finally went viral."
This persistence, coupled with the sheer unexpectedness of a frozen meat brand waxing philosophical, eventually paid off. The account became a social media sensation, dramatically increasing brand awareness and engagement.
Liquid Death: Water with an Edge
Another brand that has successfully carved out a unique identity is Liquid Death. This water company has taken the unconventional approach of marketing its product as if it were an edgy, rebellious beverage—more akin to how one might market an energy drink or beer.
"I think that's the strategy behind what Liquid Death has done," Hakim notes. "What if we branded water like you'd brand beer, but it's just water. It's like, yeah, obviously. I should, like, why didn't I have that idea? That's brilliant."
By adopting this unexpected approach, Liquid Death has managed to make water—arguably the most basic of products—exciting and shareworthy.
The Keys to Unconventional Success
While these case studies demonstrate the potential of unconventional brand voices, successfully implementing such a strategy requires careful consideration and execution:
1. Know Your Audience Understanding your target demographic is crucial. What might seem edgy and cool to one group could fall flat with another.
2. Commit to Authenticity: An unconventional voice only works if it feels genuine. Half-hearted attempts at edginess or humor often backfire.
3. Be Consistent: Developing a unique brand voice is not a one-off effort. It requires consistent application across all communication channels.
4. Be Prepared for Pushback: Not everyone will understand or appreciate an unconventional approach. Be prepared to stand by your strategy in the face of potential criticism.
5. Stay Culturally Relevant: An unconventional voice often relies on being tuned into current cultural trends and conversations. This requires constant vigilance and adaptability.
The Risks and Rewards
Adopting an unconventional brand voice is not without its risks. It can alienate some potential customers and may not align with traditional corporate cultures. However, for brands willing to take the leap, the rewards can be substantial.
Hakim emphasizes, "I think finding the organic, casual way that as a brand you want to interact with your customers socially is important. The playbook is knowing really distinctly who your demographic is, and hiring people who know it, and trusting them when they tell you this is how these customers want to be interacted with and spoken to."
A New Frontier for Small Businesses
While many of the most notable examples of unconventional brand voices come from larger companies, this approach presents a particular opportunity for small businesses. With fewer layers of approval and often a more direct connection to their customer base, small businesses can be more agile in developing and implementing unique brand voices.
"No one is expecting that from small brands," Hakim points out. "That's not to say, though, that a small company can't use that and stumble upon what could potentially be a really great strategy for them." It's just another way to think about your company's differentiators.
The Future of Brand Communication
As consumers become increasingly savvy and skeptical of traditional advertising, the value of authentic, distinctive brand voices will only grow. The success stories of brands like Steak-umm and Liquid Death point to a future where marketing is less about polished perfection and more about genuine, often quirky, human connection.
In this new landscape, brands that can find their unique voice and confidently express it will have a significant advantage. As Hakim concludes, "It has to be part of the playbook for any brand that wants to be serious."
The era of the unconventional brand voice is here, and it's reshaping the way we think about marketing, authenticity, and consumer engagement. For brands willing to break the mold and speak with a truly distinctive voice, the internet is listening.
About Aisha Hakim
Aisha Hakim is an experienced marketing professional based in Boston. She has worked in the advertising industry for over 12 years, including two years at 72 and Sunny. Aisha is currently working as a consulting/freelance creative director, tackling various marketing challenges for different brands. You can find Aisha on Twitter/X and or through her website.
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