Wendy’s is one of the most iconic brands on social media. They wrote the playbook on using humor, sarcasm, and cultural references to boost engagement online.
Their voice is bold. It’s brash. It’s entertaining. It’s produced a steady stream of viral moments. But recently, that edge cut a little too deep. Some snarky comments aimed at Katy Perry following her Blue Origin flight rubbed people the wrong way.
Wendy’s voice was consistent—but the tone wasn’t. And that’s where things unraveled.
So how do you build a brand voice that’s bold and memorable, without crossing the line? We’ll break down the basics of brand voice, where Wendy’s went wrong, and how to balance sass with sensitivity:
What is brand voice?
Brand voice can be tricky to define. You’ll often see voice and tone getting confused, or read something that sounds off, but you can’t put your finger on why. Luckily, Abby Woodcock and Justin Blackman have written a whole book on the matter.
The What They Hear When You Write framework defines brand voice as being composed of three components:
- Vocabulary: Do you say “hello,” “hey,” or “yo”? The words you use signal who you are and how your audience approaches you. Jargon and industry terms can either push people away or prove you know your stuff—it all depends on your audience.
- Tone: This is your emotional backdrop. Are you joyful? Empathetic? Frustrated? Sarcastic? The tone you choose helps your message land the right way with your audience.
- Cadence: The rhythm and flow of your writing. Short, punchy lines? Or long, flowing thoughts? Cadence impacts readability and how your message feels and sounds in the mind of your reader.
When these three pillars are clearly defined, your brand voice becomes more than just expressive—it becomes measurable and repeatable. This framework makes it easier to train teams, assess content, and maintain consistency across every channel, no matter who’s writing.
Your voice stays steady—like the same person is speaking across every platform—while your tone can (and should) adapt to fit the channel and context.
Why a bold brand voice matters (more than ever)
A distinctive brand voice can help you punch above your weight. It builds recognition, deepens trust, and turns passive readers into loyal fans. In a world full of companies doing the exact same thing as you, your voice is the fastest way to build a loyal audience.
And that’s especially true in 2025, with LLMs and AI tools making it easier than ever to churn out content. Your audience is flooded with posts, articles and campaigns that add more noise than value. Everyone’s creating content—but few are communicating a clear point of view, memorable personality, or anything that truly sticks.
This is where leaning into a strong brand voice becomes a competitive advantage. Just look at Wendy’s. Their annual #NationalRoastDay campaign is a masterclass in how voice alone can drive massive engagement and lasting brand recognition.
Back in 2017, the brand declared January 4th “National Roast Day,” building on their savage social persona and viral tweets aimed at competitors (especially other fast food chains). Each year, fans and brands line up to be roasted in Wendy’s signature snarky style—eager to be part of the banter:
The tweets may be funny, but the results are no joke. In 2023 alone, the campaign was directly responsible for:
- 37.4% increase in ad recall
- 28.1% increase in brand awareness
- 4.5% rise in store visits
This success underscores the power of a consistent, authentic brand voice in driving digital engagement that translates to actual sales.
How to build a brand voice that is true to you—and your audience
Creating a strong brand voice isn’t about picking adjectives or chasing trends—it’s about meeting your audience in their moment with clarity, confidence, and conviction. The right voice aligns with who you are, what your audience cares about, and what they need to hear from you.
If your customers are overwhelmed or uncertain, they don’t need you to mirror their anxiety. Your brand voice should be the answer they’ve been looking for. If your audience is unsure, you show up as confident. Assured. Grounded. That’s what builds trust.
Here’s how to shape a brand voice that connects the dots between what you do and what your customers need to hear:
- Start with an audit
Look across your sales, marketing, and support materials. Where does your voice show up strong? Where does it vanish? - Talk to your audience
Research how your customers speak—and what they respond to. Use interviews, social listening, and community insights. - Anchor in your values
What do you stand for? Who do you want to be to your audience? Define your brand archetype and tie your voice back to your mission, vision, and values. (Need help? Check out our Messaging Framework article) - Create clear guidelines
Your voice needs structure so everyone can feel comfortable using it, across all your channels. Start with a simple statement (e.g. “Our brand voice is bold, warm, and insightful.”).
• Define these 3–5 traits that guide how you write—and how you don’t.
• Support each trait with sample copy, channel use cases, and do/don’t examples
These rules are your safety net—especially when onboarding new colleagues or experimenting with edgy or humorous content.
When sass backfires: A closer look at where Wendy’s went wrong
Wendy’s has long mastered the art of being snarky with people, not at them. Their greatest hits—like “Where’s the beef?” jokes or playful jabs at McDonald’s—land because they feel like part of a shared joke that we’re all in on. But their tweets about Katy Perry’s Blue Origin trip hit differently. It felt less like satire and more like a targeted jab.
Here’s why it missed:
- Katy didn’t ask to be roasted. Unlike brands on Roast Day, she didn’t opt in.
- She’s a person, not a competitor. The power dynamic felt off.
- It broke the unspoken contract. Wendy’s went from roasting with us to roasting at someone.
The takeaway? Even if the voice was technically “on brand,” the tone wasn’t. And when that happens, the brand risks alienating the very audience that made them successful in the first place.
Still, credit where it’s due: they jumped in and took a risk (and apologized when they messed up). And that’s almost always better than being boring.
Balancing authenticity vs. sensitivity in brand voice
You can keep it real and still be responsible. In fact, the best brands are both. They know when to push boundaries—and when to pull back. If your brand values empathy, punching down breaks trust. If your audience values humor, they still won’t forgive cruelty.
As Woodcock & Blackman put it:
“Authenticity without awareness is just noise.”
Being authentic doesn’t mean saying whatever you want. It means being consistent with your values—and mindful of your audience. The best brands find the line between real and respectful. They know when to double down and when to walk it back.
Keeping your brand voice relevant (without losing the plot)
A great brand voice isn’t a one-time branding exercise—it’s a living part of your business. As your audience evolves, platforms shift, and market expectations change, your voice needs to keep pace.
But evolution doesn’t mean chasing trends or adopting a new personality every quarter. It means refining your voice so it stays relevant and recognizable. Despite the occasional misstep, Wendy’s has nailed that balance between timely and timeless with a brand voice that keeps fans buzzing, for better or worse.
Stay in tune with your audience
Your brand voice is only as effective as your audience perceives it. What felt fresh and relatable a few months ago might feel tired or tone-deaf today. That’s why regularly revisiting your voice guidelines isn’t optional. Set a rhythm: every 6 to 12 months, audit your content. Look at what’s resonating, what’s falling flat, and what needs a refresh.
Don’t just rely on gut feel or internal opinions. Talk to your audience. Gather feedback from customers, read between the lines of social engagement, and pay attention to comments, reviews, and support tickets. The way your audience speaks—and what they expect from you—should shape the evolution of your voice.
Adapt your voice, don’t abandon your values
Your brand voice should always remain rooted in one thing: your core values. That’s your anchor. It keeps you from overcorrecting, chasing viral moments, or coming off as cringey.
For example, if your brand is built around being supportive and human, don’t suddenly start dunking on competitors just because it’s trending. If you’re known for being direct and insightful, don’t dilute your message with fluff just to sound more casual.
The most beloved brands are the ones that stay true to who they are—even as they adapt to meet the moment.
Practical tips to improve your brand voice
A brand voice that stays relevant doesn’t shout louder. It listens better. And it evolves with empathy, not ego.
- Pressure-test your tone: Before rolling out a new campaign or post, ask: “Is this still us?” and “Will this land well with our audience today?”
- Experiment on low-risk channels: Stories, email intros, or post captions are great places to test new tone variations or cultural references before baking them into your broader content strategy.
- Involve your entire team: Your voice is more likely to stay consistent if everyone—from marketing to customer support—knows how to use it and contribute to its evolution.
- Codify and update: Revisit your voice guidelines regularly. Add new examples, clarify tone adjustments, and make it easy for others (and AI tools) to execute with confidence.
Do:
- Root your voice in your brand strategy, not fleeting trends.
- Make voice a shared responsibility, not just a copywriter’s job.
- Stay intentional—especially on social, where tone can easily go sideways.
Don’t:
- Use humor as a crutch—or worse, a weapon.
- Push boundaries without understanding the context you’re in.
- Prioritize chasing viral moments over saying something valuable to your audience.
Build your brand voice to play the long game
Wendy’s rewrote the rules when they ditched the corporate tone and embraced real, human conversation. But even the best slip up when tone and timing don’t align. Build a voice that’s more than just loud. Make it consistent. Make it conscious. And above all—make it yours.
Need help crafting a brand voice that stands out (without going off the rails)? We help startups and scale-ups craft clear, compelling, and consistent messaging across every touchpoint.
