Social media was all a buzz about the faux pas that was the newly released Pepsi commercial that was quickly removed after the backlash.

What were they thinking?

“Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize,” the brand said in a statement. “We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.” by Pepsi Is Pulling Its Widely Mocked Kendall Jenner Ad

Why did the commercial fail?

According to Julian Gamboa an instructor at Digital Marketing Today and founder of Digiviewpoint, a millenial publishing account

A prime example of brands using celebrities is Nike’s #Equality campaign. The celebrities do not serve as the spotlight, but instead help deliver the message. .

Another fine example would be Twitter’s collaboration with various celebrities to tweet out Dr. Martin Luther King, Jr.’s “I Have A Dream” speech.

by Pepsi’s failed commercial: why your marketing team should be listening

Your Voice is Your Brand

When brand voice is consistent across all communications, it creates a kind of personality for your organization. As a result, your audience knows what to expect and learns to trust you. It is an essential feature of branding which allows you to successfully position yourself in the market.

With the advent of social media and Facebook LIve, Instagram and Periscope, there are people with thousands of followers who are seen as influencers. Even Amazon is understanding the power of the social media influencer as they are pushing for “non-celebrities” to sell their stuff if they have influence.

Similar to the Amazon Affiliate program, the new program will offer influencers commission on products sold, but is not open to the public by Amazon quietly launches its own social media influencer program into beta

Your Business Needs to be a Storyteller

People love hearing stories and they help people create an emotional bond with the brands they like. If you can tell stories and engage your audience, you will get them to know you on a personal level.

Your Brand is your Story, your Words and your Images

While we’re primarily focusing on words and phrases when talking about brand voice, you don’t only communicate your brand voice through text or the spoken word. Everything your brand does uses its voice, and this includes visuals. Your content should have strong visuals and graphics that consistently convey your brand voice.

Learn more
Get 5 Steps to a Brand Voice!