There's an entire industry of consultants who help businesses find their brand voice. And, with digital marketing, we now have so many microphones to choose from. A modern brand voice needs to be flexible, multidimensional, and multi-platform. Oh — and it can't be boring.
Like many companies,@TideBusiness uses three "core principles" to douse out their perfect tone: "Data-driven", "Member first," "One team".
When a company settles on principles, they should be applicable to guide a content planning brainstorm, determine business priorities for a quarter, and settle on the tone of your next campaign.
Phil and I discussed how these principles help his team make decisions, and I revealed Twitter's version of the "core principles" — which my team uses to edit and guide our content.
In connecting with the challenges of SMBs, leadership at Tide stumbled upon The Rose Review of Female Entrepreneurship which details many of the entrepreneurial struggles that disproportionally affect women. Seeing the need for change, Tide began a partnership with f:Entrepreneur and committed to supporting "100,000 women start their own businesses."