Today, your brand tone doesn't need to follow a strict set of rules. Companies are allowed to have fun with their messaging; precise targeting on social and paid channels means you don't need to appeal to everyone.
Plus, people expect more of a human feel from brands in the digital age. As HubSpot noted, the emotions an ad evokes in viewers can be more influential on purchase intent than the ad content. Some of the most successful advertisers excel at appealing to emotion, whether through humor, utility, beauty or inspirational messages.
Determining the right voice for your brand can be tricky, though, especially if you want to be funny or irreverent. There's a fine line between striking a relatable chord with your audience and alienating them with tone deafness.
Here are some steps that can help you hit the right note with your branding.