Brand Voice Guidelines copywriting examples for ecomm & FMCG brands

Browse real-world brand voice guidelines examples from the best challenger brands in ecomm and FMCG. Click any example to see exactly how to use it for your own brand.

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Headspace

Headspace’s really handy brand voice guidelines

We've seen <em>a lot </em>of brand voice guidelines. Most of them are closer to style guides than brand voice guidelines. Don't use passive voice. Use contractions. Avoid jargon. Be friendly. Be chatty. <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">But they don't show you what the voice feels like.</p> Headspace's does. And we love it for that.

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Nike

Nike’s all-timer mission statement

This bit of copy is probably the single biggest influence on the way we approach copy & messaging. It's *everything* you need to know about Nike in 19 words. And in those nineteen words, Nike tell you who they're for, what they believe, what they're selling emotionally, and the identity their customers get to opt into. And that footnote? *chef's kiss*. So, so good.

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