Brand tone is extremely important for public relations. If you do not have a consistent brand tone, your audience can be confused and you can come off as inauthentic.
For me, I find trendy, humorous while still being compassionate, and authentic companies are my favorite public relations examples. A little bit of “savagery” is humorous, but you do not want to overdo it. If you are too mean, it can ultimately turn your audience against you.
I find myself following Twitter accounts for companies who tweet consistently, and incorporate current trends or news into their posts for entertainment purposes.
For example, recently the University of Maryland, Baltimore County men’s basketball team beat Virginia in the March Madness tournament. UMBC was a 16 seed, while Virginia was a 1 seed and a 16 seed has never beat a 1 seed ever, in the history of the tournament. UMBC successfully used their tone and brand voice on their Twitter account that night; the account had 5k followers prior to the game and now have over 105k followers.
The account used humor and engaged with a few accounts in a successful manner. There were many tweets from that night that were very popular. To view their Twitter account, please click here.
For more information on UMBC’s Twitter account, Business Insider had a really great article about the whole ordeal. To view the article, please click here.
Now that media has become such a large part of our society, as an organization, you should establish your tone as soon as possible. You can also change your tone a little depending on the channels you are using. I find that on Facebook you should be more formal and straightforward with your tone, while on Twitter and Instagram you can be more informal and humorous since those are the accounts that mostly the younger generations use.
It is okay to be inconsistent in some cases, but not always. You want to stay as consistent as you possibly can.
Your brand voice can really help your online reputation, as you can see from UMBC. If used correctly, you could go viral!
What are your favorite types of accounts to follow or even your favorite brand tones?