{"id":66401,"date":"2025-04-22T08:00:00","date_gmt":"2025-04-22T06:00:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/?p=66401"},"modified":"2025-11-19T08:45:12","modified_gmt":"2025-11-19T07:45:12","slug":"brand-voices-dialects-and-accents","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2025\/04\/brand-voices-dialects-and-accents\/","title":{"rendered":"From Dialect to Distinction: The Role of Accent in Brand Voices"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1640\" height=\"924\" src=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimmen-Akzente-und-Dialekte.png\" alt=\"Dialects and accents make a brand more recognizable and create a strong connection to the target group.\" class=\"wp-image-65931\" title=\"\" srcset=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimmen-Akzente-und-Dialekte.png 1640w, https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimmen-Akzente-und-Dialekte-300x169.png 300w, https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimmen-Akzente-und-Dialekte-1024x577.png 1024w, https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimmen-Akzente-und-Dialekte-768x433.png 768w, https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimmen-Akzente-und-Dialekte-1536x865.png 1536w\" sizes=\"(max-width: 1640px) 100vw, 1640px\" \/><\/figure>\n\n<p><br\/><em>\u201eSeitenbacher-M\u00fcsli, woisch, des isch des M\u00fcsli von dem Seitenbacher!\u201c <\/em><br\/><br\/>A glance at the muesli packet on the supermarket shelf is enough to conjure up the distinctive voice of Willi Pfannenschwarz in your head. The Swabian dialect of the Seitenbacher company director has long since become a trademark of the German food company through years of advertising on the radio and other media. It gives Seitenbacher a homely and authentic sound: it tells the story of a company that is proud of its origins.  <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Seitenbacher Verlieb Dich\u00b4 M\u00fcsli \u2764\ufe0f Radiowerbung - HD 1080p\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/e9Z21xliV38?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><br\/>Seitenbacher shows how dialect works as a storytelling tool. Dialects and accents give a brand recognition value and create a strong connection to the target group. How do other companies use this strategy \u2013 and what can we learn from them?  <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>The Power of Brand Voice: More than just Words<\/strong><strong><\/strong><\/h2>\n\n<p>Every brand tells a story. But <strong>how<\/strong> it tells it makes all the difference. Just as people express their personalities through the way they communicate, brand identity reveals itself in its unique voice: Is it down-to-earth and tradition-conscious like  <a href=\"https:\/\/verbund.edeka\/presse\/pressemeldungen\/genial-regional-neue-kampagne-st%C3%A4rkt-sichtbarkeit-regionaler-produkte.html\" target=\"_blank\" rel=\"noopener\"> <\/a><a href=\"https:\/\/verbund.edeka\/presse\/pressemeldungen\/genial-regional-neue-kampagne-st%C3%A4rkt-sichtbarkeit-regionaler-produkte.html\" target=\"_blank\" rel=\"noreferrer noopener\">Edeka<\/a>, which creates trust by emphasizing regional products? Or is it motivated by a sense of adventure, as in the case of <a href=\"https:\/\/www.mashup-communications.de\/en\/2018\/05\/spectacular-storytelling-with-red-bull\/\">Red<\/a> <a href=\"https:\/\/www.youtube.com\/@redbull\/videos\" target=\"_blank\" rel=\"noopener\"> <\/a><a href=\"https:\/\/www.mashup-communications.de\/en\/2018\/05\/spectacular-storytelling-with-red-bull\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/www.mashup-communications.de\/2018\/05\/storytelling-red-bull\/\" rel=\"noreferrer noopener\">Bull<\/a>, which drives its target groups to peak performance? A brand that knows its personality and what story it wants to tell will find the right tone more quickly. However, standing out from the crowd, remaining audible, and appearing authentic simultaneously require strategic sensitivity.  <\/p>\n\n<div style=\"width:100%;height:0;padding-bottom:53%;position:relative;\"><div class=\"BorlabsCookie _brlbs-cb-default\"><div class=\"_brlbs-content-blocker\"> <div class=\"_brlbs-default\"> <p>Klicken Sie auf den unteren Button, um den Inhalt von giphy.com zu laden.<\/p> <p><a class=\"_brlbs-btn\" href=\"#\" data-borlabs-cookie-unblock role=\"button\">Inhalt laden<\/a><\/p> <\/div> <\/div><div class=\"borlabs-hide\" data-borlabs-cookie-type=\"content-blocker\" data-borlabs-cookie-id=\"default\"><script type=\"text\/template\">PGlmcmFtZSBsb2FkaW5nPSJsYXp5IiBzcmM9Imh0dHBzOi8vZ2lwaHkuY29tL2VtYmVkL0M3b2xRc3d2elN3QUUiIHdpZHRoPSIxMDAlIiBoZWlnaHQ9IjEwMCUiIHN0eWxlPSJwb3NpdGlvbjphYnNvbHV0ZSIgZnJhbWVib3JkZXI9IjAiIGNsYXNzPSJnaXBoeS1lbWJlZCIgYWxsb3dmdWxsc2NyZWVuPSIiPjwvaWZyYW1lPg==<\/script><\/div><\/div><\/div><p><a href=\"https:\/\/giphy.com\/gifs\/zoolander-derek-C7olQswvzSwAE\" target=\"_blank\" rel=\"noopener\">via GIPHY<\/a><\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Accents and Dialects as a Storytelling-Tool<\/strong><strong><\/strong><\/h2>\n\n<p>One particularly effective stylistic device for making a brand unmistakable is to make its origin audible. While many companies rely on neutral advertising voices, some use accents and dialects to convey their brand story even more authentically. In addition to the distinctive voice of Seitenbacher, IKEA shows how a deliberately used accent not only conveys the identity of a brand but also makes the speaker&#8217;s voice itself an integral part of the brand perception.  <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>IKEA: Swedish Charm as a Trademark<\/strong><\/h2>\n\n<p>Since 1999, the actor Jonas Bergstr\u00f6m has lent his voice to IKEA. Since then, he has shaped the brand experience and ensured a high recognition value. But why does this voice fit so perfectly with the Swedish furniture store \u2013 and what role does it play in storytelling?  <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"IKEA Spot &quot;50 Jahre&quot; (20 Sek)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/5WqO4DtMPLA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><br\/>A glance at IKEA&#8217;s target group provides an answer. The company primarily targets young people and families who appreciate functional and affordable design. Bergstr\u00f6m&#8217;s gentle voice has exactly the right effect: it sounds friendly, almost fatherly, and at the same time conveys competence and trust. His Swedish accent reinforces this perception by bringing to life the Scandinavian way of life, which is characterized by a sense of ease and a close connection to nature. In this way, IKEA not only talks    <strong> <\/strong>about furniture but also lifestyle.<strong> <\/strong>The voice conveys the feeling of a home that is there for everyone \u2013 functional, cozy, and approachable. <\/p>\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DFmvRqNBQoq\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/DFmvRqNBQoq\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\"  display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\" width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\"  color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Check out this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/DFmvRqNBQoq\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A post shared by IKEA Germany (@ikeadeutschland)<\/a><\/p><\/div><\/blockquote>\n<script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n<p><br\/>IKEA and Seitenbacher prove that years of using dialect as a storytelling tool can make a brand unmistakable. But how do brands manage to keep their brand voice lively and interesting despite a fixed dialect or accent? <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Changing Brand Voices: Ricola shows how it&#8217;s done<\/strong><\/h2>\n\n<p>The Swiss company Ricola shows that consistency doesn&#8217;t have to mean standing still. A dialect can create both consistency and leeway to tell stories in a new way. A good example is the 2016 commercial \u201cWho Invented It?\u201d In it, Ricola combines Swiss and Finnish dialects to humorously emphasize its true origin and dispel misunderstandings. The clever use of both dialects keeps the message clear without being monotonous.     <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Ricola Werbung | Wer hat&#039;s erfunden?\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/V4Ew_0TqXI8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><br\/>The brand has continued to develop and was rebranded in 2021. The aim was to make the connection to nature tangible as a central corporate value for the target group, without abandoning the familiar Swiss German dialect. The result of this strategy can already be seen in the commercials for the \u201cJust Take Ricola\u201d campaign from 2021 and 2022. The company was given a new face: an animated beaver with a Swiss dialect that delivered the core message at the end of the commercials. The Swiss German was retained but given a modern interpretation with a new voice and character.     <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Nimm einfach Ricola. | &quot;Mini Meadow&quot; Werbung 2021 | 20s | DE | RICOLA\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/-015qcMNuz4?list=PLuhm2a41x5urrUYTKNAi8VTlT8vW7ZyBV\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n \n<\/div><\/figure>\n\n<p><\/p>\n\n<p>The beaver symbolizes a love of nature and endurance, perfectly embodying Ricola&#8217;s values of sustainability and tradition. The Swiss company thus proves that a consistently used dialect can remain flexible through targeted additions, without losing any of its recognition value. <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Best Practices: How to use Dialect successfully in your Brand Voice<\/strong><\/h2>\n\n<p>Seitenbacher, IKEA and Ricola show that dialect can be a successful tool for shaping brand character, bringing stories to life and building an emotional connection with the target audience. But not every brand that uses dialect or an accent automatically succeeds. The difference lies in <strong>how<\/strong> it is used: is the language authentic? Does it reflect the brand story? And above all, is it appropriate for the target audience?    <\/p>\n\n<p>To ensure that a brand voice in a dialect not only attracts attention but also works as a storytelling tool in the long term, it is worth observing a few proven principles:<\/p>\n\n<p><strong>1. Authenticity builds trust<br\/><\/strong>Dialect can add character to a brand, but only if it is authentic. Using terms that sound unnatural or \u201cfake\u201d dialect can make a company&#8217;s story seem untrustworthy. One example of this is a commercial by the Swiss company Coop, which used a Swiss dialect but incorporated High German terms such as \u201cdoch\u201d and \u201cstets\u201d. This can come across as inauthentic or strange to the target audience. To avoid such faux pas, companies should consistently use native speakers as spokespeople.     <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Coop | F\u00fcr mich und dich. Und Bazil | 2019\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/xqtYRccQYKo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><br\/><strong>2. Comprehensibility as the key to success<br\/><\/strong>While dialects and accents can make a story more tangible, they should not be allowed to obscure the message. The company Kerrygold, for example, uses a slight Irish accent that creates brand recognition without creating an obstacle. <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Bringt alle an den Tisch. Genie\u00dft das volle Leben. \u25ba Die neue Kerrygold Markenkampagne\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/PPtnYKeCGE8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><br\/><strong>3. Using or avoiding stereotypes in a targeted way<br\/><\/strong>The conscious use of dialects and accents can reinforce clich\u00e9s or inadvertently serve prejudices. It is particularly problematic when a dialect is used only for a single campaign without being embedded in a long-term strategy. One example is the Super Bowl commercial \u201cGet Happy\u201d by Volkswagen (2013), in which a white actor speaks with an exaggerated Jamaican accent. The presentation was intended to convey a happy attitude towards life, but it led to accusations of racism.   <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Get Happy | Volkswagen Super Bowl 2013 spot\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/7VQqUuW1ii0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><\/p>\n\n<div style=\"width:100%;height:0;padding-bottom:76%;position:relative;\"><div class=\"BorlabsCookie _brlbs-cb-default\"><div class=\"_brlbs-content-blocker\"> <div class=\"_brlbs-default\"> <p>Klicken Sie auf den unteren Button, um den Inhalt von giphy.com zu laden.<\/p> <p><a class=\"_brlbs-btn\" href=\"#\" data-borlabs-cookie-unblock role=\"button\">Inhalt laden<\/a><\/p> <\/div> <\/div><div class=\"borlabs-hide\" data-borlabs-cookie-type=\"content-blocker\" data-borlabs-cookie-id=\"default\"><script type=\"text\/template\">PGlmcmFtZSBsb2FkaW5nPSJsYXp5IiBzcmM9Imh0dHBzOi8vZ2lwaHkuY29tL2VtYmVkLzdYb1ZCcWR3UDJJTEhjTXZJQiIgd2lkdGg9IjEwMCUiIGhlaWdodD0iMTAwJSIgc3R5bGU9InBvc2l0aW9uOmFic29sdXRlIiBmcmFtZWJvcmRlcj0iMCIgY2xhc3M9ImdpcGh5LWVtYmVkIiBhbGxvd2Z1bGxzY3JlZW49IiI+PC9pZnJhbWU+<\/script><\/div><\/div><\/div><p><a href=\"https:\/\/giphy.com\/gifs\/anaplan-amer-anaplan-connectedplanning-7XoVBqdwP2ILHcMvIB\" target=\"_blank\" rel=\"noopener\">via GIPHY<\/a><\/p>\n\n<p>However, the use of exaggerated dialects or acts does not always lead to negative reactions. Used in a targeted way, they can also become a trademark. One example is the Sch\u00f6fferhofer wheat beer commercial from the 1990s with the famous line: \u201cIt tingles so beautifully in my belly button\u201d. Or the Nescaf\u00e9 campaign from 1992, which still enjoys cult status today with \u201cI don&#8217;t even have a car, signorina\u201d.    <\/p>\n\n<p>Both brands used an accent to create a certain atmosphere and reinforce the message. While Sch\u00f6fferhofer Weizen used a French accent to create a humorous, slightly erotic note, Nescaf\u00e9 used an Italian accent to convey lightness and enjoyment. Both campaigns were very well received by their respective target groups and are still closely associated with the brands today.  <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Sch\u00f6fferhofer Weizen Werbung 1998\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/mqxLGwieQmk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Nescaf\u00e9 Werbung Ich habe gar kein Auto 1992\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/pWMUGH5y-l4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p><br\/>The examples show that the dialect used just once can work. But without a deeper connection to the brand, there is a risk that it will be seen as a replaceable stylistic device or, as in Volkswagen&#8217;s Super Bowl ad, will be met with criticism. For a long-term storytelling strategy, it therefore usually makes more sense to build a consistent identity instead of relying on stereotypical representations.  <br\/><br\/><strong>4. Adaptability to different target groups<br\/><\/strong>Companies with a broad target group have to weigh up regional identity and comprehensibility. A dialect can create closeness and recognition value but carries the risk of excluding parts of the target group. While the Flensburger brewery emphasizes its roots with a North German dialect, this strategy would make less sense for a global brand like Nike.  <strong> <\/strong>Brands should therefore check whether a particular dialect will appeal to the right target group.<\/p>\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"814\" height=\"1024\" src=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimme_Flensburger-814x1024.png\" alt=\"Instagram post from Flensburger with the following text:&#010;&quot;Lea? Willste n FLENS?&quot;&#010;&quot;Jo&quot;&#010;&quot;Fynn? Will Lea n FLENS?&quot;&#010;&quot;Jo.&quot;&#010;2-Faktoren-Authentifizierung auf Norddeutsch.  \" class=\"wp-image-65980\" style=\"width:844px;height:auto\" title=\"\" srcset=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimme_Flensburger-814x1024.png 814w, https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimme_Flensburger-238x300.png 238w, https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimme_Flensburger-768x967.png 768w, https:\/\/www.mashup-communications.de\/app\/uploads\/2025\/03\/Markenstimme_Flensburger.png 1098w\" sizes=\"(max-width: 814px) 100vw, 814px\" \/><figcaption class=\"wp-element-caption\">Source: Instagram \/<a href=\"https:\/\/www.instagram.com\/flens\/\" target=\"_blank\" rel=\"noopener\"> @flens<\/a><\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\"><strong>The strategic use of Accents and Dialects in Brand Voices<\/strong><\/h2>\n\n<p>Dialects and accents are more than just a means of recognition: they can charge a brand with emotion, emphasize its origin, and tell individual stories. However, their success depends on how they are used. While brands such as IKEA, Seitenbacher, and Ricola show that dialect can shape a brand voice while still leaving room for development, there are risks to be considered when using dialects and accents thoughtlessly and purely for short-term gain. Cases such as Volkswagen and Coop show that inappropriate or incorrect use of language can quickly come across as alienating and miss the desired effect.    <\/p>\n\n<p>A successful brand voice with a dialect or accent is authentic, understandable, and consistent. It supports the brand message rather than distracting from it and remains flexible enough to evolve with the brand. Companies that use dialect as a strategic storytelling tool have the chance to be not only heard but also felt and remembered.  <\/p>\n\n<div style=\"width:100%;height:0;padding-bottom:100%;position:relative;\"><div class=\"BorlabsCookie _brlbs-cb-default\"><div class=\"_brlbs-content-blocker\"> <div class=\"_brlbs-default\"> <p>Klicken Sie auf den unteren Button, um den Inhalt von giphy.com zu laden.<\/p> <p><a class=\"_brlbs-btn\" href=\"#\" data-borlabs-cookie-unblock role=\"button\">Inhalt laden<\/a><\/p> <\/div> <\/div><div class=\"borlabs-hide\" data-borlabs-cookie-type=\"content-blocker\" data-borlabs-cookie-id=\"default\"><script type=\"text\/template\">PGlmcmFtZSBsb2FkaW5nPSJsYXp5IiBzcmM9Imh0dHBzOi8vZ2lwaHkuY29tL2VtYmVkLzI2dWZkaXBRcVUybGhOQTRnIiB3aWR0aD0iMTAwJSIgaGVpZ2h0PSIxMDAlIiBzdHlsZT0icG9zaXRpb246YWJzb2x1dGUiIGZyYW1lYm9yZGVyPSIwIiBjbGFzcz0iZ2lwaHktZW1iZWQiIGFsbG93ZnVsbHNjcmVlbj0iIj48L2lmcmFtZT4=<\/script><\/div><\/div><\/div><p><a href=\"https:\/\/giphy.com\/gifs\/producthunt-mind-blown-blow-your-26ufdipQqU2lhNA4g\" target=\"_blank\" rel=\"noopener\">via GIPHY<\/a><\/p>\n\n<p><em>If you want to know more about IKEA and the history of the Swedish furniture giant, we recommend our storytelling close-up:<\/em> <a href=\"https:\/\/www.mashup-communications.de\/en\/2022\/06\/storytelling-ikea\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Storytelling close-up IKEA: a little story behind every piece of furniture<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What does a successful brand sound like? Why dialects and accents make a brand voice unique \u2013 and how companies use them strategically. <\/p>\n","protected":false},"author":15,"featured_media":65932,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16,53,177],"tags":[],"class_list":["post-66401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-storytelling","category-lifestyle-health","category-tools-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/66401","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/comments?post=66401"}],"version-history":[{"count":7,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/66401\/revisions"}],"predecessor-version":[{"id":68610,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/66401\/revisions\/68610"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media\/65932"}],"wp:attachment":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media?parent=66401"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/categories?post=66401"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/tags?post=66401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}