Whether you write the content yourself of you have a team of content writers it is imperative that your messaging follow the look, feel and tone of your brand. If you are a bank, chances are you don’t want to use messaging that includes ‘lol,’ ‘dude,’ and ‘that’s the bomb.’ At the same time, if you are a surf shop you may opt to use ‘dude’ instead of ‘ladies and gentlemen.’ The key is knowing your audience, understanding their values and having a clear idea of how you want to be perceived by them.