When developing content for your social media channels, it’s easy to go “off-brand.” And that’s okay.
In fact, using emotion to drive your content is often essential to delivering an effective viewpoint or voice to your consumer. However, you can run into problems if you haven’t used your brand as a litmus test to confirm that what you’re saying rings true.
Your brand has a voice. Perhaps it’s James Earl Jones. Or Joan Rivers. The content is rooted in that “character,” if you will. When you deploy a directive, therefore, be sure to check it against that established voice. The caveat is that you can introduce any number of supporting external players.