3. Style over substance
Yes, your brand’s tone of voice should be distinct and recognisable … but it’s possible to take distinctiveness too far.
Can you think of a brand you find irritating? That’s a sign that its voice is taking priority over its message. You can tell it’s working hard to get your attention, but what it’s actually trying to tell you is obscured by overly stylised language. Sometimes it’s matey familiarity, sometimes shocking impact, sometimes smarmy superiority.
Brands can be familiar, impactful or sophisticated, of course. The issue is that when the message takes a back seat to the personality, the audience can’t help but get frustrated.