Brand Voice: How to keep it consistent on social media
Top tips from a social media strategist
If you’re running a business, I’m sure you’ve researched and read a lot about branding. The should do’s, the don’t do’s, the ‘OMG, they do it so well’ do’s!
You know what I’m talking about, don’t you?
It’s those moments you come across a business online and think, ‘Wow, I want to be just like them when I grow up’. It’s brand envy. They’ve nailed it, and the volume of their posts, likes, comments and followers reflect perfection.
You think to yourself, ‘What the heck are they doing so right?’.
And what it comes down to is them knowing 100% who they are.
Business branding has a few areas to consider
When most people think of branding, their mind automatically goes to a logo, colours or slogans. It’s ok, that’s quite natural.
You’ve only got to look at the top brands, and you recognise them straight away. Even kids do it. They seem to spot those golden arches a mile away and start telling you they’re hungry and would loooove a cheeseburger…
Or you hear someone say, ‘Just do it’, and you’re picturing Rafael Nadal wiping his brow with his Nike sweatband as he plucks his wedgie before serving.
I call this being ‘advertised’. You’re known for your imagery.
But when it comes to social media (and other marketing), there’s one thing that’s often overlooked but super vital.
Your brand voice.
What is a brand voice, and how do you determine one?
Your brand voice is just that. It’s the way you sound and speak. Your brand voice is what people will come to learn (and hopefully love), along with your visual branding.
But it must be consistent across all your platforms, from your socials through to your website.
If you’re a soloist, your brand voice is essentially you – there is no one else but you. So, you’d stay true to yourself, reflecting who you are as a person (your values, your quirks, your speaking style).
For larger companies, you would create a persona and have assigned values. Your online voice should take on a tone and a feel with every post. Having a designated person to handle this is your best bet to keep it consistent.
Having a brand voice builds trust. It’s your character that your customers come to love. If one day you say something totally off-kilter, they’ll get confused, and you’ll lose them.
Think about some big businesses who have nailed this concept:
Mailchimp: Warm, welcoming, helpful and a mix of dry humour
Apple: Clean, simple, confident, sleek, sophisticated and high-tech
As a social media strategist, here are my top 5 tips for a consistent brand voice
Decide on your tone of voice: witty, engaging, welcoming, thoughtful, inspiring, passionate, helpful, confident etc.
Create a brand style guide: rules for your copywriting, fonts, graphics, images, colours etc. and use this every time.
Know your audience: The first vital step for any marketing is to know who you’re talking to so you can start (and hold) conversations.
Be clear on who you are and who you are not: Know your mission and values in business, why you’re doing this, and also determine what attributes you’d hate associated with your brand.
Decide how you want your audience to feel: are you going to make them laugh, inspire them, make them nostalgic etc.?
So, what’s your brand voice?
I’d love for you to share if you’ve nailed your brand voice. How do you want to be perceived by your audience? Drop your comments below.
If you need help to work out your voice and create a consistent social media presence, please get in touch and let’s see how I can help you.