Why Brands Are Talking Like People (and Sometimes Failing)

If you have scrolled through social media lately, you have probably noticed something odd. Brands sound familiar. It might be a supermarket tweeting in lowercase with dry humour, or a skincare brand joking about the Sunday Scaries. Either way, one thing is clear: brands are no longer just selling products, they are trying to sound like people.

In many cases, it is working. Personality driven branding has become a powerful way to build trust, cut through noise and connect with audiences on a more emotional level. But there is a catch. Not everyone is doing it well.

Let’s take a look at why this human first tone has become so popular, and where some brands are going wrong.

Why are brands speaking like people?

The short answer is simple: people trust people, not corporations. As audiences, especially Gen Z and millennials, grow more sceptical of traditional advertising, they are responding better to brands that feel human, relatable and a little less polished.

This shift is largely driven by social media, where informal and direct communication is the norm. A brand using overly formal, corporate language on Instagram or TikTok stands out, but not in a good way. In contrast, a brand that responds like a clever friend or witty colleague often earns more engagement.

Brands like Duolingo have built loyal followings by leaning fully into this tone. They crack jokes, poke fun at themselves, and use memes in ways that feel relevant rather than forced.

Where it starts to go wrong

Mimicking a human tone is not as simple as tweeting in lowercase or adding a meme. When done poorly, it can come across as cringey, inauthentic or worse, like the brand is trying too hard to be cool and missing the mark.

Here is where brands often stumble:

Inconsistency: If your brand sounds casual and friendly on Instagram but suddenly becomes stiff and formal in emails or on your website, it creates confusion.

Overstepping: Brands that try too hard to be edgy or join sensitive conversations without credibility can quickly find themselves in trouble.

Ignoring the audience: A quirky tone that works for a Gen Z focused fashion brand might feel out of place for a B2B software company. The audience should always come first.

Missing substance: Being funny or relatable is valuable, but it still needs to connect back to your product or purpose. If the tone is entertaining but says nothing, it becomes noise.

What actually works?

The most effective brand voices are grounded in real values and a clear understanding of their audience. They do not just speak like people - they speak to people.

A strong tone builds connection without sacrificing clarity. It reflects the culture of the business while meeting the audience where they are. It evolves as platforms change but stays rooted in a consistent personality.

Final thought

Talking like a person is not about abandoning professionalism. It is about being more intentional with how your brand shows up in the world. When it is done well, it builds trust, invites engagement, and makes people feel understood.

When it is done poorly, it simply feels awkward.

So yes, talk like a person. Just make sure it is your person.