Firms 'failing to consider copy'

Companies spend a great deal on their advertising but many fail to consider the branding implications of the everyday content they create, an expert has commented.

Writing for marketing resource Bad Language, industry reporter Matthew Stibbe remarked that any poor quality writing produced by a marketing department - such as press releases, website content and marketing collateral - can severely damage a brand.

However, good copy can enhance a firm, he continued.

"Finding a corporate voice and using it consistently adds weight and distinctiveness to a brand. Companies that neglect their writing risk short-changing their brand," Mr Stibbe added.

Online resource SiteProNews urges online firms to consider their target audience when developing their website's "brand voice".

It suggests that a company's online pages should offer information and be couched in a relevant tone - formal for a site which attracts business clients and more chatty for a company targeting the individual.