In today’s rapidly evolving marketplace, the language businesses use can significantly impact their success. Research shows that 88% of consumers prefer an authentic and honest brand personality over a corporate, cookie-cutter approach.
While it’s crucial to maintain a professional tone, speaking too corporate can alienate your audience and hinder genuine connections.
"As brands, we must remember that behind every transaction is a person seeking connection and value. Speaking too corporate can create a wall between us and our audience. By communicating authentically, we build trust and foster lasting relationships," says Sharon Glenn, Chief Content Strategist at 6 Degrees Marketing and Media.
Here’s why striking the right balance in communication is essential and how you can avoid the pitfalls of sounding too corporate.
1. Disconnecting from Your Audience
When your language is overly corporate, it can create a barrier between your brand and your audience. People crave authentic interactions and relatable content. If your messaging is filled with jargon, buzzwords, and a formal tone, it may come across as insincere or unapproachable.
Example: Instead of saying, “Our synergistic approach leverages cross-functional collaboration to optimize efficiency,” try, “We work together across teams to make things run smoothly.”
2. Losing the Personal Touch
Customers and clients want to know there are real people behind the brand. A corporate tone can strip away your personality, making your business appear as a faceless entity rather than a team of individuals who care about their needs and experiences. A survey found that 73% of consumers are willing to pay more for products from brands that show transparency and a personal touch.
Tip: Share stories, use personal pronouns, and let the personality of your team shine through in your communications.
3. Complicating the Message
Corporate speak often involves convoluted language that can make simple messages unnecessarily complex. This can lead to misunderstandings and frustration for your audience, who may struggle to grasp your point.
Simplify: Focus on clarity and simplicity. Use straightforward language that gets your message across without overcomplicating it.
"Clear and straightforward communication is essential for connecting with your audience. When we overcomplicate our messages with jargon and complex terms, we risk losing our audience's attention and understanding. Simplicity and clarity should always be our focus," says Sharon.
4. Alienating Younger Audiences
Millennials and Gen Z consumers value authenticity and transparency. They are adept at spotting corporate jargon and are likely to disengage from content that feels overly polished or insincere. Statistics show that 90% of Millennials say brand authenticity is important to them, and 51% of them will unfollow brands on social media if they feel they are too corporate or inauthentic.
Engage: Use a conversational tone and stay relevant to their interests and concerns. This can help in building trust and loyalty among younger audiences.
5. Reducing Engagement
Content that sounds too corporate can be dry and unengaging. Your audience may skim over or entirely skip content that lacks a compelling, relatable voice.
Engage Creatively: Use storytelling, humor, and a conversational tone to make your content more engaging. Encourage interaction and feedback to keep your audience actively involved.
6. Missing Emotional Connections
Emotional connections are key to building strong relationships with your audience. Corporate language often lacks the warmth and empathy needed to resonate on an emotional level.
Show Empathy: Use language that shows you understand and care about your audience’s needs, challenges, and aspirations. This can foster deeper connections and brand loyalty.
"Emotional connections are the heart of strong brand relationships. When we speak too corporate, we strip away the warmth and empathy needed to resonate with our audience on a deeper level," says Sharon.
How to Avoid Speaking Too Corporate
Know Your Audience: Understand their language, interests, and pain points. Tailor your messaging to resonate with their specific needs and preferences.
Be Authentic: Let your brand’s unique voice and personality shine through. Authenticity builds trust and connection.
Use Simple Language: Avoid jargon and complex terms. Aim for clarity and simplicity in your messaging.
Incorporate Storytelling: Share relatable stories and experiences that highlight your brand’s values and mission.
Engage Conversationally: Write as if you’re having a one-on-one conversation with your audience. This can make your content more relatable and engaging.
Solicit Feedback: Encourage your audience to share their thoughts and opinions. Use this feedback to continuously refine your communication style.
While professionalism is important, it’s equally crucial to avoid the trap of speaking too corporate. By striking a balance between professionalism and relatability, you can create meaningful connections with your audience, foster trust, and enhance engagement. Remember, the key to effective communication lies in being clear, authentic, and personable.
About 6° Media If you want to create a digital culture for your company that wins over customers' hearts, 6° Media is here to help. Our skilled marketing experts can foster your business's continuous growth at scale and on budget.
Comments