Finding Your Brand Voice: Lessons from Forever Leather

When marketers talk about brand voice and brand tone, the conversation often drifts toward carefully crafted guidelines, style sheets, and messaging playbooks. But sometimes the strongest brand voice emerges without a single planning session.

Take Charlie Celi of Forever Leather as an example. Charlie didn’t set out to develop a brand voice. He didn’t hire a consultant to write a messaging guide. Yet, over more than 40 years in business, he has built one of the most recognizable and authentic voices in Central New York retail.

We've produced Charlie's "Tonight's Good Show" for around six years, or 24(ish) episodes. I remember the first time Charlie told me "not to stop" shooting when there was a mistake. He didn't even like using lights, because they bothered his eyes! Thank goodness, we've since convinced him that lights are a necessity.

Gruff, Plainspoken, and Unmistakable

Charlie’s voice is his own: gruff, direct, and unfiltered. He’s not afraid to take controversial stances—often on the unpopular side of an issue. His half-hour shows are plainspoken and filled with mistakes (again, because he doesn’t like to stop for re-shoots). The result? An unscripted, raw, and sometimes chaotic experience that feels real.

Why It Works

The magic of Forever Leather’s voice isn’t in its polish—it’s in its consistency and authenticity. Over time, Charlie’s approach has trained his audience to expect a certain tone: blunt, entertaining, and unapologetically himself. Viewers know what they’re going to get, and that predictability builds trust—even when the content is messy.

The Media Effect

Charlie’s “Tonight’s Good Show” has become a local fixture, to the point where media outlets report other advertisers want their commercials placed next to it. Why? Because people tune in. They love watching Charlie, mistakes and all. His personality has become the draw, and his voice has become his brand.

Key Takeaways for Your Brand

Not every business should emulate Charlie’s exact style, but every business can learn from his example:

• Authenticity beats polish. Your audience will forgive mistakes if they believe your message is real.

• Consistency creates identity. A voice repeated often enough becomes inseparable from your brand.

• Personality drives loyalty. People don’t just shop at Forever Leather—they watch Charlie.

In a world full of perfectly curated feeds and glossy advertising, an unpolished but authentic voice can cut through the noise. Charlie Celi didn’t plan a brand voice, but after 40 years, he’s got one of the strongest in the region.