When it comes to branding, visuals tend to be the main focus, with entire teams working to find the perfect fonts or design styles and often forgetting to shift their attention to the brand voice on social media.
But what exactly is a ‘brand voice’? In brief, a brand voice is the clear and distinct personality which a brand adopts on in its communications to showcase the brand’s unique identity. By developing a special brand voice on social media, not only does a brand strengthen the relationship it has with its customers, but also makes it identifiable by always communicating a consistent message.
Now that we’ve got that out of the way, let’s discover how you can develop your own brand voice on social media and how to maintain it.
Be consistent
A great way to maintain a consistent brand voice is to document every post or information you share on social media. Whether you handle your social media accounts or have a team managing communications and marketing, it exists as a reference for anyone who writes in the brand’s voice.
Think of it like a document that holds the brand’s personality traits, vocabulary, slogans and examples that should be handed to the person responsible for writing the brand’s voice.
Identify your audience
If you don’t know who your audience is, you can’t expect people to relate to your brand. If your target audience is young, you will have to use a certain language and vocabulary that resonates with them. For example, internet slang and trends would be great to incorporate into your message but you should be careful not to seem like a trend chaser as it might make you deviate from your unique voice.
Interact like a human
When your audience starts to feel as if a robot is addressing them on social media, that’s when you know there’s a real problem to be solved when it comes to your brand voice on social media. Seeing that the main purpose behind social media is communication, you should avoid complicated terminology and post like you would speak in person; after all people should feel as if you are addressing them in person to make your brand successful.
Many brands know how to build a strong brand voice on social media by interacting with each other in a witty way and these moments often tend to go viral on social media, !
Observe what people say about your brand
Knowing what people think about your business or services is very important when it comes to building a strong brand voice on social media. After all, listening is necessary if you want to engage with your audience and foresee the direction in which you’d like to take your voice and tone.
Also, identifying the vocabulary that your followers use to discuss the brand can definitely help you craft your own to be as relatable as possible.
Review your efforts
Developing a brand voice on social media is not a one-time thing. As time goes, you should enhance your efforts to keep up with trends and stay up to date with your company’s changing marketing strategy. It is also important to note that even language evolves, thus the words you used 5 years ago might seem anachronistic and unrelatable for today’s audience.
Also, take for example memes, which are now considered to be a means of communication that is capable of standing on its memes whereas a couple of years ago, your audience would have struggled to find a context for the shared picture or saying.
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