Unfortunately, many brands don’t take the time to think about cultivating a unique voice.
They treat it as more of an afterthought. As a result, they fail to portray a consistent brand voice across the various content they’re publishing online. And at the end of the day, this only winds up confusing your audience and makes it harder from them to really understand and connect with you.
Instead, it’s time to take this element of your branding more seriously. In this post, I’m sharing some advice on how you can establish and developing your brand voice on social media.
Let’s break this down real quick. Your brand’s voice is essentially the personality that your brand takes on. And this is communicated through the content you create. Yes, every piece of content from a social media post, to an email newsletter, to a blog post.
When you have a distinct brand voice, it helps with recognition online and allows you to stand out from the crowd. Because the internet is such a busy place, this is crucial if you want to get noticed and make an impact on someone. It’s your unique voice that will help you resonate with your target audience. And that can ultimately be the deciding factor in whether or not someone chooses to invest in your brand by purchasing something you offer. (It’s all part of building the Know, Like, and Trust Factor.)
When getting clear on your brand’s voice, it helps to think about how you’d want people to describe your brand overall. So, if you had to pick three characteristics to describe your brand, what would they be? (For instance, your brand could be fun and playful or more serious and professional.) And do you think you’re currently expressing that? If not, something needs to change.
It’s also important to consider your target audience. Knowing your core demographics will help you cultivate a brand voice on social media that not only resonates with you, but resonates with them as well. After all, you want to get them excited about your brand.
Once you’ve gotten clear on the characteristics, you’ll want to work on developing your brand voice on social media. These days, social media provides an amazing way for us to gain exposure for our brands and make connections with new people. So, it’s important that we’re effectively portraying the brand we’re building. Here’s some tips to do that:
The first thing to look at is whether or not your current content is aligned with your brand voice. Do you feel like the content you’re currently sharing is aligned with the characteristics of the voice you want your brand to portray? If not, you’ll need to make some adjustments. And this is when you’ll want to ask yourself how you can better tap into the characteristics of the brand you desire to build.
For example, if you want your brand to be seen as fun and exciting, how can you better communicate that? For one, you could use bright colors in the imagery you share. You use emojis to convey a fun element and avoid writing or speaking in a way that would be seen as stuffy.
Once you’ve got the brand voice down, you want to be consistent across all the platforms you’re using. If your brand comes across fun and exciting on Instagram, but rather dull on Facebook, it’s not going to resonate with your audience. And they likely won’t want to engage with your Facebook content either. Consistency is more often an issue when you have one or multiple people on your team managing social media. However, it doesn’t actually have to be a problem. That’s why it’s smart to implement this next tip…
If you’re going to be outsourcing your social media content, you’ll absolutely want to create guidelines for this person to follow. These guidelines would outline the mission and values of your brand, the characteristics you want the brand to portray, and any other details that will help them maintain consistency when creating content on your behalf.
It also helps to have boundaries in place for this person to follow. For example, knowing which topics your brand will and will not voice a stance on. And it’s also important to know how various issues will be handled, as all of this plays a role in your brand voice on social media.
When developing your brand voice on social media, the worst thing you can do is be something you’re not. People will see right through that and it won’t feel good for you to create content from this space energetically. It’ll feel forced. If it helps, envision yourself talking to a best friend as you’re developing any new content. This can make it easier for the authentic you to shine through in everything you create.
It’s safe to say that Wendy’s is one of the first companies that comes to mind. Over the past few years, people have begun to associate snarky roasts with the Wendy’s brand thanks to the person(s) behind their Twitter account. You can always expect a sassy comeback whenever you scroll through their tweets, especially when talking about their competitors.
MailChimp is another great example. They’re no stranger to incorporating some humor into their content and they always speak to their audience in a way that’s friendly and warm. That goes a long way when people are looking to invest in an email marketing platform. If they resonate with the brand, they’ll be more likely to support them.