It drives me a bit bonkers
when small businesses take a big corporate ad
and adapt it for their own business.
Why?
The glory of being small
means that the owner’s personality
is part of the company’s brand.
Use that personality.
Ensure that communications are in YOUR distinct voice
(and everyone has a distinct voice).
Don’t use words you wouldn’t normally.
If you are informal, write informal copy.
Pamela Slim has some more great tips
on how to make your brand YOURS.