Branding is more than just a logo in 2019. It's the way that customers recognize and experience your business. With social media being the easiest and most cost effective way to reach any audience, branding your business on those platforms is crucial. What's the best example to turn to for successful, engaging branding? Celebrity twitter might have the answer.
Excessive Exclamation Points?!!! Who? Me?
I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse? Overly emphatic? Me? OK. Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback. I was just curious about the commentary. I sensed a big discussion behind the advice. Alas, I received no reply.
So I began to think about the meaining of my reader’s feedback. I "might" want to reconsider my overuse of exclamation points? Was this a complaint? A soft recommendation? Sarcastic criticism?
At the end of the day, the use of exclamation points is about communicating tone. And tone is largely a matter of taste—as in “there is no accounting for…”
Still, tone is hard to determine in online communication. But then that's the whole point: Communicating tone in digital media requires content writers rethink the traditional rules and tools of style--including the use punctuation to project meaning and tone. Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here's some issues to consider...
The Swag Test:
To evaluate the impact of your brand, consider the swag test. Offer potential or existing clients a hat or some other bit of wearable swag that bears your brand. Would they wear it like a John Deere hat? If you don't have the necessary swag, don't worry. The following questions also work as a useful thoughtg experiment:
Brand Archetypes are nothing new. That's the problem. They need a refresh.
Marketers have long used mythical archetypes to fashion brand stories. Mythic archetypes appeal to the values of audiences by explaining how a brand enables participation in a heroic story. For instance, in an article for the Content Marketing Institute, Bryan Rhoads explains that the archetypal “Overcoming the Monster” story line follows a prototypical “David vs. Goliath” structure that places customers as the quintessential “underdogs” in a fight against a “larger evil”: