Root Tone of Voice — Fair & App-based

Tagline: "Car Insurance Based on You"

Industry: Auto Insurance

Sector: Insurance

How Root Communicates

Root communicates with a fair, app-based and personal voice using declarative language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Car Insurance Based on You", captures this voice. The central tension in Root's communication is ordinary vs. exceptional, which shapes every message they craft. Their mission is to deliver excellence in auto insurance.

Tone Words

Root's brand voice is defined by the following tone words: Fair, App-based, Personal.

Communication Style

Language Style: Declarative
Sentence Type: Statement
Tense: Present
Expression: Figurative

Root Brand Story

Root represents excellence in auto insurance. "Car Insurance Based on You" captures the brand's fair, app-based, personal approach.

Brand Message

Car Insurance Based on You

Brand Mission

Deliver excellence in auto insurance

Brand Positioning

Core Concept: Fair Auto Insurance

Central Tension: Ordinary vs. Exceptional

About Root

A&W Root Beer is an American brand of root beer that was founded in 1919 by Roy W. Allen and primarily available in the United States and Canada. Allen partnered with Frank Wright in 1922, creating the A&W brand and inspiring a chain of A&W Restaurants founded that year. Originally, A&W Root Beer sold for five cents (equivalent to $0.93 in 2025). The rights to the A&W brand (except in Canada) are owned by Keurig Dr Pepper, which in turn licenses the brand to the U.S.-based A&W Restaurant chain. A&W Root Beer products are distributed via various U.S. bottlers. A&W Food Services of Canada, which is independent of both Keurig Dr Pepper and the U.S. restaurant chain, is responsible for the restaurants and marketing of root beer products in Canada, with retail products bottled and distributed by the Coca-Cola Company. The U.S. variant is also sold as an import drink in Southeast Asia and Italy (where A&W has restaurants), as well as in Australia, Chile, and other countries.

Frequently Asked Questions About Root

What is Root's tone of voice?

Root uses a fair, app-based, personal tone of voice. Their communication is declarative, typically using statement-style sentences in the present tense. Their tagline "Car Insurance Based on You" exemplifies this voice.

How does Root communicate with customers?

Root represents excellence in auto insurance. "Car Insurance Based on You" captures the brand's fair, app-based, personal approach.

What is Root's brand message?

Root's core message: Car Insurance Based on You Their mission: Deliver excellence in auto insurance

What is Root's slogan?

Root's slogan is "Car Insurance Based on You". It carries their fair, app-based, personal voice.

What is Root's mission?

Root's mission: Deliver excellence in auto insurance

What makes Root's brand voice unique?

Root stands out through their fair, app-based, personal communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Insurance sector.

What language style does Root use?

Root uses declarative language, with figurative messaging, in statement-style sentences, using the present tense.