Back in the days of writing letters, we’d always start with ‘Dear…’. With emails came informality: ‘Hi…’. Moving to social media and forums, your brand now has instant communication. The language and style of your content can boost or destroy your brand… in seconds.
Branding for Business
Social media for business seems to be the biggest culprit. When did text speak become the norm? I appreciate that there are character limits, especially in Twitter, but please refrain from using ‘text speak’. U’ll undo yr good mktg work by tmrw.
With some markets, it’s truly ok to be informal. Overstep the mark and you’ll lose favour, so tread carefully. Your brand is an ambassador for your business. It needs to be right… it’s the first impression of your business, especially online.
Consistency is vital. For example, is everyone within your organisation using the same email signature? The same font and layout for proposals?
Images are important too… a definite boost for engagement with all marketing tools. Relevant, good quality images are a must. Funny team photos, holiday snaps for profile photos and a lack of photo at all are to be avoided. Eggs are generally not trusted as credible accounts within social media!
As discussed in an earlier blog, shockvertising can work but can backfire too. These principles apply to a lesser degree in any marketing communication, so it’s important to review your brand’s presence.
Here are some tips to make your brand well behaved:
- Write your social media content as if you were talking to your client direct. Would you sign off with a kiss? x
- If in doubt, be formal… you can relax later if you want to.
- Avoid abbreviations; be ‘pleased’ rather than ‘plzd’, send your ‘regards’ instead of ‘rgds’
- Use relevant images; not because they’re simply cute or funny (these are for your personal accounts, not the work ones).
- Go back to basics. Who are you targeting? What style will they respond to? Write accordingly.
- Talk to colleagues. If your marketing is not a solo effort, make sure that everyone understands the tone and image that’s important for your market… for your business.
Need a hand? If you would like a review of your brand’s behaviour, let us know. We’re here to help.