Developing a Tone of Voice for Your Brand Can Solidify Your Presence in Consumers’ Minds

Without a defining identity, your organization could fade into the background

A split image; on the left is the Denny's logo; on right are two Denny's tweets
Denny's targeted its younger late-night clientele back in 2013 with snarky social media posts. Denny's/Twitter: @DennysDiner

If you’re into big brand battles and the fall of industry titans, you’re probably watching the news about Uber’s upcoming IPO. Though the official bid date hasn’t yet been set, industry analysts are already predicting that the once-iconic peer-to-peer ridesharing app might not be the best long-term investment. As an industry insider who trades in brand identity, it’s easy to see why.

Casey Halter is a writer and strategist at Trollbäck+Company.