Passionate about laundry. Even more passionate about the planet – here’s my breakdown on eco-brand Dirt.

I love this brand. Dirt. are clever and fun and they tackle big issues (like sustainability) in a conscious, yet easy to understand way. In this blog I dive into what makes their tone of voice and brand voice strategy so effective (yet so enjoyable to read).

Enviro-puns that pack a punch

Nothing says fun quite like a pun. And nothing lightens the load of heavy topics quite like a bit of word play. Tackling big issues (like environmental sustainability) can be made more palatable when approached from a light-hearted, solution-focussed position: and that’s exactly what Dirt. do. There’s a consistent theme throughout their brand voice strategy: washing and the world go hand in hand (so why not do it more sustainably?).

A brand voice strategy with a clear theme is a successful one

In this case, the theme is dirt. From dirty washing to cleaning up the planet (cue, ‘clean up the planet while you wash’), there’s constant references to the earthy brown grains that get embedded in our clothes. And when it comes to building your own brand voice strategy, it’s best to keep the theme on-brand, simple and straightforward – that way your readers won’t be left scratching their heads, dots disconnected. Remember, a consistent brand is a successful brand.

Short stories. Maximum impact

I go on about stories. And storytelling. And finding good stories and retelling them so that they get read. But stories don’t have to be long – and Dirt. is a wonderful example of this. Their quippy About snippet gets straight to the point, infuses some personality, sticks to the theme of dirt and includes a fun play on words (‘clean it up’). And by synthesising their values so neatly and quickly, there’s a much greater chance of reader engagement (which equals customer sales).

So, what can we learn from Dirt.?

While I’m not intimately acquainted with their actual brand voice strategy, there’s still plenty to learn from their customer-facing communications.

• Big topics can elicit big emotions. Depending on your industry and audience, incorporating puns and word play can help make the topic more digestible. And when people feel equipped to read and understand, they’ll feel equipped to act (e.g. by buying your product and making a sustainable difference)
• Keep your theme simple. Dirt’s is beautifully simple. And incredibly effective. It can be easy to go overboard when it comes to writing, when sometimes the theme and answer is right in front of us
• Practice brevity – especially if you want that sharp and punchy impact. Playing with the length of your sentences can greatly impact your brand’s tone of voice. As can paragraph length. So when it comes to upping the directness (whether formal or conversational), ditch filler words.

Think your brand could benefit from a similar brand voice strategy?

Seeing is believing and reading is feeling – it can be tricky to articulate the voice you feel your brand needs. But that’s where quippy little case studies like ours come in handy. If you’ve been inspired and think your brand could benefit from a clever and fun tone of voice, we can help to adapt, shape and make it your own.

📝 Read a little longer

• Skincare copywriting with purpose, professionalism and quick-paced character
• Clever and approachable brand voice strategy: A fun look at Dirt.
• Brand voice and personality case study: The masculinity of Parfums de Marly
• 3 email marketing facts that will transform your eDM writing
• Working with a copywriter for web development