Loud Noises! (Or: Exclamation Marks in Brand Language)
Should your brand use exclamation marks?
Short answer: Probably not.
Long answer: Probably not, and here's why.
At Clap Clap Creative, we help brands communicate with clarity, confidence, and consistency. Your brand language (tone, voice, and how you use grammar) matters. Your audience will make judgment calls based on how you write. And your use of exclamation marks might be holding you back.
Why You Should Avoid Exclamation Marks
Exclamation marks can be overused in brand copy. They become a crutch.
Too many writers and brands use them to simulate energy or emotion, to try to trick their audience into feeling something about their product or service:
"You should be excited about this!"
"We are a fun company!"
"We launched a thing!"
"Look, look, look, we've got another deal!"
But here's the truth: your audience isn’t stupid. They can tell when they’re being shouted at. If your message isn't inherently exciting, a punctuation mark won’t change that. Exclamation marks can’t carry the emotional weight that a strategic, well-crafted message can.
You should generally avoid exclamation marks in your brand copy. Or , at the very least, use them very, very (very, very) sparingly.
What to Do Instead: Write Better
Rather than leaning on an exclamation mark to signal enthusiasm, focus on writing copy that earns your audience’s attention and creates genuine excitement. That might mean:
Describing real benefits in compelling ways
Tapping into your audience’s needs or desires
Using storytelling to highlight impact or emotion
If your message is truly meaningful (fun, interesting, amusing, beneficial), you don’t need to yell about it. You can whisper and still be heard. Good writing will always do the heavy lifting.
You may be thinking: “But we’re a fun brand!”
Sure. But even fun brands (like Mailchimp and Oatly, for example) tend to use exclamation marks sparingly and strategically. They don’t rely on punctuation to show personality — they do that through language, visuals, and voice. If you're trying to sound fun, make your actual message fun. Don't lean on punctuation to do it for you.
When It’s Okay to Use an Exclamation Mark
Are there exceptions? Of course. A well-placed exclamation mark can work when:
It’s part of your actual product name or tagline
You’re writing for a very informal, energetic medium (like certain social posts)
You’re actually exclaiming something (!)
Here’s a simple rule: if you're unsure whether you need it, you probably don't.
[Bonus tip: There’s a great, funny decision diagram from HubSpot floating around the internet that helps you decide if that exclamation mark is justified. Worth a Google.]
Final Word: Less Yelling, More Meaning
Every time we share this tip with clients, there's pushback. People love using exclamation marks. We get it. But if you're willing to do the harder work — crafting stronger, better, more resonant copy — you'll find your message lands the way it’s supposed to. And your brand will sound a whole lot sharper.
Want to sharpen your messaging or define your brand voice? Let’s talk.
