Let’s Ditch the Beige: How Corporate Branding Can Be Responsible and Actually Interesting (And the brands that are doing it right)

When you hear "corporate branding," you might picture stiff logos, bland mission statements, and LinkedIn posts that feel like they were written by a fax machine.But here's a spicy take: corporate doesn’t have to mean boring.

Whether you’re selling insurance, software, or something wildly unsexy like accounting software (no offense, QuickBooks), your brand still has one job, to connect. To be remembered. And yes, to be liked.

So let’s break down how responsible, polished branding can still feel fun, human, and... dare I say, cool—no matter your industry.

1. Responsibility Doesn’t Mean Robotic

Look, I’m not suggesting your law firm start posting memes about courtroom drama (although… 👀). What I am saying is that professionalism and personality can, and should, coexist.

Being responsible means being clear, consistent, and aligned with your values. It doesn’t mean draining your content of life.

So go ahead: use contractions. Write like a human. Show some personality. Just do it intentionally and on-brand.

2. Brand ≠ Logo

Your brand is so much more than a color palette and a Helvetica font.

It’s the voice. The tone. The way you answer DMs. The emotion people feel when they land on your site. It’s how you show up, and keep showing up.

Even the most buttoned-up industries (hello, finance and B2B tech 👋) can build a brand that feels cohesive, current, and compelling.

Fun doesn’t mean unprofessional. Fun means human. And if your brand can’t connect with humans, we’ve got a problem.

3. You’re Talking to People, Not “Audiences”

If you’re stuck thinking, “Our industry isn’t sexy, we can’t be playful,” let me lovingly challenge you: your clients are still people.

They scroll TikTok. They laugh at memes. They double-tap relatable content. They want to work with brands that feel approachable, trustworthy, and in-touch, not just buttoned-up and buzzwordy.

Don’t talk at them. Talk to them.

4. You Don’t Need to Be Funny, You Need to Be Real

Humor isn’t required. Relatability is.

If your brand voice is friendly, curious, thoughtful, or even bold, that’s your version of fun. You don’t have to be the class clown to keep things engaging.

Your "fun" might be clean design, clear messaging, or simple language in a sea of jargon. That’s valuable. That’s magnetic.

5. Be the Breath of Fresh Air in Your Industry

When everyone zigs, you zag. In a space full of sameness, personality is power.

You don’t have to scream to stand out, you just have to sound like you.

Whether you're a SaaS startup or a corporate consultancy, you can:

• Simplify your messaging

• Use visuals that don't feel like stock photos from 2003

• Craft social posts that spark engagement

• Create a tone that builds trust and loyalty

And guess what? That’s the stuff that turns browsers into buyers.

Brands Doing Corporate Branding Right (in Every Industry)

1. Mailchimp (Tech/SaaS)

• Why they rock: Clear, helpful UX writing meets cheeky personality. Their branding feels playful and professional, perfectly matched to their small biz audience.

• What to steal: Friendly tone, bold design, and excellent onboarding messaging.

2. Zendesk (B2B Customer Service)

• Why they rock: They make customer support cool. Their brand voice is conversational, a little quirky, but still totally professional.

• What to steal: Clean design, clever campaigns, and a tone that says “we get you.”

3. Monzo (Banking/Fintech – UK)

• Why they rock: A bank that doesn’t talk like a bank. Monzo uses plain language, delightful design, and builds massive trust while keeping it chill.

• What to steal: Human-first messaging in a high-trust, high-regulation industry.

4. Loom (Remote Work Tools)

• Why they rock: They turn a simple screen-recording tool into a people-first brand with a modern, energetic tone that makes you want to communicate better.

• What to steal: Relatable language, smart social, and brand videos with heart.

5. Oatly (Food/Beverage)

• Why they rock: Their packaging and social media are irreverent, borderline weird, and wildly effective. Even in the milk aisle, they stand out.

• What to steal: Disruptive voice and copy that doesn’t sound like anything else on the shelf.

6. Patagonia (Retail/Outdoor)

• Why they rock: Proof that a responsible, mission-driven brand can still be captivating. They stay bold, authentic, and relevant without chasing trends.

• What to steal: Values-first storytelling that doesn’t compromise on clarity or cool.

7. Headspace (Wellness/Health Tech)

• Why they rock: Calm, minimalist, but never cold. Headspace uses motion, voice, and visual design to keep their tone soothing yet engaging.

• What to steal: Emotional clarity and purposeful branding that mirrors their mission.

8. Dove (Beauty/Consumer Goods)

• Why they rock: They consistently turn corporate responsibility into compelling, emotional campaigns. Their brand tone is warm, inclusive, and powerful.

• What to steal: Social impact storytelling without the corporate fluff.

9. Canva (Design Tech)

• Why they rock: Accessible design for everyone, and their tone reflects that. Helpful, fun, and full of simple “you got this” energy.

• What to steal: Empowering language and content that truly serves users.

10. Sweetgreen (Food/Hospitality)

• Why they rock: They took salads and made them a lifestyle. Their branding is sleek, sustainable, and community-focused, all while feeling cool.

• What to steal: Values-driven brand identity paired with beautiful, consistent visuals.

TL;DR:

Corporate branding doesn’t have to be beige and boring. It can be clean and creative, responsible and real, trustworthy and just a little cheeky.

Need help bringing your brand to life—without losing your professional edge? That’s kind of my thing.

📩 Let’s build something Simply Stellar