{"id":70339,"date":"2014-03-10T17:49:59","date_gmt":"2014-03-10T17:49:59","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/happy-brands-tone-of-voice\/"},"modified":"2014-03-10T17:49:59","modified_gmt":"2014-03-10T17:49:59","slug":"happy-brands-tone-of-voice","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/","title":{"rendered":"What makes a &#8216;happy&#8217; brand?"},"content":{"rendered":"<p>As ad agency isobel has revealed a list of the most \u2018happy\u2019 brands in the UK, we\u2019ve been having a think about how and why these brands have such positive reputations.<br \/>\n1,250 adults responded saying whether they thought each brand was \u2018optimistic\u2019, \u2018playful\u2019, \u2018happy\u2019, \u2018trustworthy\u2019 and \u2018generous\u2019 \u2013 the five traits that apparently make a genuinely happy brand image. The top ten scored highly on all of these aspects, although we\u2019re not sure whether making \u2018happy\u2019 a sub-category of itself was necessary.<br \/>\nCadbury topped the table \u2013 a result that many people suspect is due to the huge popularity of chocolate with its delicious mood-boosting endorphins. It\u2019s also certainly helped that Cadbury is such a loved and iconic (read: trusted) heritage brand around the world with a distinctive (read: purple) image.<br \/>\nWe\u2019re definitely fans of cocoa, but what\u2019s interesting to us is that the Cadbury \u2018voice\u2019 is often assumed to be more traditionally British and formal yet effectively avoids being too old and stuffy. Their most recent ads definitely meet the requirements for \u2018playful\u2019, successfully engaging with the younger audience too \u2013 drumming gorilla, anyone? Plus, every reference to a \u2018glass and a half\u2019 reminds consumers how generous they are with the milk when making their silky chocolate. I think we might be making ourselves hungry&#8230;<br \/>\nSecond on the list was Andrex. It\u2019s easy to see how a brand with such a fluffy and soft <a href=\"https:\/\/www.strattoncraig.com\/services\/tone-of-voice\/\">tone of voice<\/a> to match their toilet paper would rank so highly. The strong focus on emotional appeal was always going to tie in strongly with a \u2018happy\u2019 and positive rating.<br \/>\nIt\u2019s true that having a puppy front and centre in their advertising brings the \u2018aww\u2019 factor, yet the brand also has a \u2018kind\u2019 and \u2018calm\u2019 image after being rebranded by Elmwood in 2011. The new brand language emphasises quality and value, which must have helped it to achieve those high scores in the \u2018trustworthy\u2019 and \u2018generous\u2019 categories.<br \/>\nWe\u2019ll round out the top three by taking a very quick look at Google\u2019s style. The company never fails to produce an elaborate April Fool\u2019s Day joke, and their regular Google Doodles usually have a sense of humour too. The Google TOV overall is pretty straight-talking and to the point, so that\u2019s definitely a tick in the box for trust and optimism. It also can\u2019t hurt that the brand\u2019s in the business of delivering relevant, quality search results that seem to know what you\u2019re looking for before you do.<br \/>\nSome of the other brands that made the ranking\u2019s higher rungs include Nivea, Amazon, YouTube and Fairy. Many of the happiest household names are heritage brands with plenty of history, showing that making customers smile can go a long way in earning their loyalty. These brands have enduring quality and trust in their genes \u2013 if any companies really know how to make their audience happy, it\u2019s these ten.<br \/>\nThere was one surprise, at least to us \u2013 innocent didn\u2019t appear in the top ten. Given that it\u2019s consistently one of the \u2018Big Three\u2019 that other brands aspire to sound like, we didn\u2019t expect the smooth-talking smoothie company to rank so low. Presumably chocolate is more effective at making people happy than fruit.<br \/>\nWhich brands feel \u2018happy\u2019 to you? Tweet us <a href=\"http:\/\/twitter.com\/strattoncraig\">@strattoncraig<\/a> with some more ideas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As ad agency isobel has revealed a list of the most \u2018happy\u2019 brands in the UK, we\u2019ve been having a think about how and why these brands have such positive reputations. 1,250 adults responded saying whether they thought each brand was \u2018optimistic\u2019, \u2018playful\u2019, \u2018happy\u2019, \u2018trustworthy\u2019 and \u2018generous\u2019 \u2013 the five traits that apparently make a [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,414],"tags":[],"class_list":["post-70339","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What makes a &#039;happy&#039; brand? 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- Stratton Craig - Global Copywriting &amp; Content Strategy Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/","og_locale":"en_US","og_type":"article","og_title":"What makes a 'happy' brand? - Stratton Craig - Global Copywriting &amp; Content Strategy Agency","og_description":"As ad agency isobel has revealed a list of the most \u2018happy\u2019 brands in the UK, we\u2019ve been having a think about how and why these brands have such positive reputations. 1,250 adults responded saying whether they thought each brand was \u2018optimistic\u2019, \u2018playful\u2019, \u2018happy\u2019, \u2018trustworthy\u2019 and \u2018generous\u2019 \u2013 the five traits that apparently make a [&hellip;]","og_url":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/","og_site_name":"Stratton Craig - Global Copywriting &amp; Content Strategy Agency","article_published_time":"2014-03-10T17:49:59+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2022\/01\/stratton-craig-share.jpg","type":"image\/jpeg"}],"author":"Stratton Craig","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Stratton Craig","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/#article","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/"},"author":{"name":"Stratton Craig","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/5e1a5300b8954ddf765b2a201f88e90b"},"headline":"What makes a &#8216;happy&#8217; brand?","datePublished":"2014-03-10T17:49:59+00:00","mainEntityOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/"},"wordCount":565,"articleSection":["Copywriting","Tone of voice"],"inLanguage":"us-US"},{"@type":"WebPage","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/","url":"https:\/\/www.strattoncraig.com\/us\/insight\/happy-brands-tone-of-voice\/","name":"What makes a 'happy' brand? 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