Problem
Tone of Voice Matters for Both Brand & Business
Tone of voice is powerful. The correct tone of voice offers a personification of a brand's spirit, values and culture in just a few words. It's not just about what is said, but about the way it is said.
A brand's voice should permeate through every part of the business and have a consistent message that represents reliability for customers. This week we are learning about visual media and storytelling. Visual media can communicate tone. It is a powerful mechanism for communication.
Written communication may also accompany visual media to communicate a message. You distinguished between personal and professional application of social media platforms. Many of you shared how important social media platforms are for businesses to communicate with their customers by providing product updates, employee stories, resources and more.
A distinctive brand voice coupled with a strong brand identity can c reate a competitive edge in the marketplace, attract new customers and retain existing customers... It can create a perception of the business as human... but as humans we all have good days and bad... what happens when a company communicates negative tone and messaging???
Task
1. (Research) - find an online negative customer review that has an accompanying problematic company response.
2. (Write & Reflect) - 1 to 2 page paper using APA 7th edition formatting with inclusion of citations and references (hint: don't forget to include your online example in your references).
a. Your brief paper should include the following:
i. Introduction - as part of your introduction discuss the impact that word choice and tone can have on a business message (your textbook has plenty of content and material referencing tone and positive messaging).
ii. Body - one paragraph must present the example you found in your research, then discuss what you think is problematic with the complaint response by the company? (Consider: tone, audience, impact on future customers). One paragraph must provide a rewrite in which you provide a more appropriate response and/or apology for the company using positive language.
iii. Conclusion - reflect on a potential outcome for your company apology. Have you ever seen a company apology that you think has effectively reversed tone from negative to positive? When companies do do you think it restores their brand image in a public forum? Does company tone matter to you as a customer? Would you stop patronizes a business as a customer if you thought they made a mistake and their apology didn't seem authentic?