Author: Phillip Thune / Source: Entrepreneur Having a unique company voice has become more important in recent years. Companies big and s
Having a unique company voice has become more important in recent years. Companies big and small struggle to find the right tone of voice to use on social media, in content marketing campaigns, in advertisements, when being interviewed by the press, and even in personal interactions. Anything that negatively affects the overall brand voice is problematic. Whether it’s a leaked video of a CEO arguing with an employee or a spokesperson for a brand making bigoted comments online, everything public about your company can affect its reputation.
1. How important is finding the right brand voice?
Every company must determine the right tone to set for themselves. While beer companies can get away with humorous advertising and social media campaigns, security companies would be panned for using that tone since most people don’t find the idea of having their identity stolen funny. Some companies are good at taking advantage of trending topics and current events by using them in their social media and content campaigns — Taco Bell is famous for this — but companies in smaller niche markets likely need to avoid anything that might divide their customers. Striking the perfect balance can seem like an impossible task to a small company, but it is possible.
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