Gap vs Macy's: Tone of Voice Compared

A side-by-side comparison of how Gap and Macy's communicate — tone words, language style, sentence structure, and taglines.

In short

Gap and Macy's both compete in E-commerce, but they don't sound alike. Gap sounds casual, american, writing in casual language, while Macy's sounds aspirational, american, writing in aspirational language. Their common ground is an american tone. Gap's tagline, "Be Your Own Gap", captures its voice; Macy's answers with "Believe".

Voice comparison

DimensionGapMacy's
Tone wordsCasual, AmericanAspirational, American
Language styleCasualAspirational
Sentence typeCommandCommand
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"Be Your Own Gap""Believe"

What Gap and Macy's share

Both brands use a american tone. Both compete in the E-commerce sector.

Where they differ

Gap leans casual. Macy's leans aspirational.

Positioning & strategy

DimensionGapMacy's
Brand messageAmerican casual style for self-expressionThe magic of department store shopping, reimagined
MissionBridge the gap between style and individualityBe the preferred shopping destination for our customers
Core conceptIndividual StyleMagic of Shopping
Core tensionConformity vs. IndividualityOrdinary vs. Magical

Frequently Asked Questions

How is Gap's tone of voice different from Macy's's?

Gap uses a casual, american tone with casual language, while Macy's uses an aspirational, american tone with aspirational language. They share the tone word American.

What is Gap's tagline and what is Macy's's tagline?

Gap's tagline is "Be Your Own Gap". Macy's's tagline is "Believe".

Do Gap and Macy's target the same market?

Yes — both Gap and Macy's compete in the E-commerce sector, though Gap focuses on fashion retail and Macy's on department store.

Is Gap or Macy's more figurative in its messaging?

Both lean imaginative — Gap and Macy's each express themselves in a imaginative way.

Browse 3,202 brands by sector

  • Technology brand voices
  • Food & Beverage brand voices
  • Consumer Goods brand voices
  • Finance brand voices
  • Sports & Fitness brand voices
  • Fashion brand voices
  • Travel & Hospitality brand voices
  • Healthcare brand voices
  • Investment brand voices
  • Automotive brand voices
  • Industrial brand voices
  • Services brand voices
  • Entertainment brand voices
  • Retail brand voices
  • Cryptocurrency brand voices
  • Beauty brand voices
  • Luxury brand voices
  • Energy brand voices
  • Media brand voices
  • Gaming brand voices
  • E-commerce brand voices
  • Insurance brand voices
  • Education brand voices
  • Home & Garden brand voices
  • Real Estate brand voices
  • Aerospace brand voices
  • Design brand voices
  • Telecom brand voices
  • Home
  • Compare brands
  • Top lists
  • Taglines
  • Glossary
  • About