Ray-Ban Tone of Voice — Iconic & Rebellious
Tagline: "Never Hide"
Industry: Fashion & Apparel
Sector: Fashion
How Ray-Ban Communicates
Ray-Ban ties eyewear to bold self-expression. "Never Hide" frames the iconic sunglasses brand around being authentically, unapologetically yourself — iconic, rebellious, authentic. The voice is iconic-sunglasses and confident, selling attitude as much as shades, positioning Ray-Ban around timeless styles like the Aviator and Wayfarer, worn by generations who want to stand out and be seen rather than blend in, encouraging people to face the world and never hide who they are.
Tone Words
Ray-Ban's brand voice is defined by the following tone words: Iconic, Rebellious, Authentic.
Communication Style
- Language Style: Iconic-sunglasses
- Sentence Type: Command
- Tense: Command
- Expression: Imaginative
Ray-Ban Brand Story
Founded in 1936 by Bausch and Lomb for US Air Force pilots, Ray-Ban created iconic Aviator and Wayfarer styles. The brand became synonymous with cool through celebrity endorsements and the Never Hide campaign celebrating non-conformity.
Brand Message
Be yourself and stand out
Brand Mission
To empower people to express their authentic selves
Brand Positioning
Core Concept: Iconic eyewear for authentic self-expression
Central Tension: Conformity vs. Individuality
About Ray-Ban
Ray-Ban is an Italian-owned brand of luxury sunglasses and eyeglasses created in 1936 by Bausch & Lomb. The brand is best known for its Wayfarer and Aviator lines of sunglasses. In 1999, Bausch & Lomb sold the brand to Italian eyewear conglomerate Luxottica Group for a reported $640 million.
Frequently Asked Questions About Ray-Ban
What is Ray-Ban's tone of voice?
Ray-Ban uses a iconic, rebellious, authentic tone of voice. Their communication is iconic-sunglasses, typically using command-style sentences in the command tense. Their tagline "Never Hide" exemplifies this voice.
How does Ray-Ban communicate with customers?
Founded in 1936 by Bausch and Lomb for US Air Force pilots, Ray-Ban created iconic Aviator and Wayfarer styles. The brand became synonymous with cool through celebrity endorsements and the Never Hide campaign celebrating non-conformity.
What is Ray-Ban's brand message?
Ray-Ban's core message: Be yourself and stand out Their mission: To empower people to express their authentic selves
What is Ray-Ban's slogan?
Ray-Ban's slogan is "Never Hide". It carries their iconic, rebellious, authentic voice.
What is Ray-Ban's mission?
Ray-Ban's mission: To empower people to express their authentic selves
What makes Ray-Ban's brand voice unique?
Ray-Ban stands out through their iconic, rebellious, authentic communication style. Their central brand tension, "Conformity vs. Individuality", shapes how they communicate across the Fashion sector.
What language style does Ray-Ban use?
Ray-Ban uses iconic-sunglasses language, with imaginative messaging, in command-style sentences, using the command tense.
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