Finding the right tone of voice for a brand can be a minefield. In recent years, there's been a trend towards a more informal, knowing and even sarcastic approach. But while this mirrors a tendency to more casual presentation and communication in wider society, sometimes it can be as cringeworthy as school teacher trying way too hard to be 'down with the kids'.
It's a tough balance to get right, and the brands below have demonstrated just how fine the line is between sounding refreshingly frank and gratingly forced. They could perhaps take some lessons from the best branding books.
