Why your business is as much about content and tone as it is about the product or service offered

I know I sound a bit like a broken record at times, constantly harping on about the incredible value of great content for all businesses in all sectors. I do apologise, honestly I do, but the fact is that getting this message across simply requires a lot of persistence!

Being a purple cow doesn’t just happen!

Being that purple cow and standing out from the crowd doesn’t just happen to a brand by some miraculous stroke of luck, it’s a conscious decision which requires vision, complete confidence in the brand, and a little bit of madness to go left when everyone else goes right.

The Apple example

You only have to look at Apple for the perfect example of what I’m talking about. Instead of choosing the name Apple for his brand of the future, Steve Jobs could have come up with some suitably technical and rather dull sounding brand name, in the vein of Microsoft, IBM, or Xerox.

But that wouldn’t have been remarkable would it? Which is exactly why he instead opted for “Apple”.

But why “Apple”? Well, mainly because it was quirky and so completely different to any other technology brand in name terms alone, that it made a real statement not jutst about him as a leader, but about the company and products which would emerge.

It was also of course a name that presented lots of possibilities; the present day logo of the apple with the bite taken out of it for example, was a play on the word “byte” in reference to computer memory. So it was clever, and very much reflected the ethos of Apple which was to think different.

Every brand needs to be different, not just Apple!

Just this week I gave this webinar on the subject of content and tone of voice, in the context of tourism sector brands.

But you know what? Though this webinar focused exclusively on the tourism industry, the same principle applies to every brand in every industry across the board.

So, if you’re a brand that’s struggling to find your personality or a tone of voice that helps you stand out from your competitors, take a look at this and hopefully it will help to explain what you should be looking to do for your brand!

At the end of the day, content is king and it is getting more important for brands all the time. It is the one thing that makes you stand out from the crowd. It’s what makes people sit up and notice you because it’s through your content and your tone that your brand can become really different to any other brand out there. And day the end of the day, being different is what every consumer is looking for, no matter what the industry is.

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