Businesses and social media managers alike have all seen social media accounts that are lively, with engaged followers and distinct, well-formed brands. As much as we’ve admired those accounts, we’ve also hated them (at least a little) and been a tiny bit jealous of how amazing they are.
If you’ve ever had this experience, I’ve got good news: You can make this happen by developing your own brand voice.
Crafting and maintaining a brand voice unique to your business is an essential part of establishing a strong social following and using your social marketing to make a bigger impact on and off platform.
In this post, we’re going to show you exactly how to do this, look at examples of brand voices on social media, share how to develop yours, and examine the ways you can keep it consistent across your social accounts.
Related Post: Social Media Marketing 101
We all have our own “voices,” or distinct ways of talking to and interacting with others or the world around us.
Sometimes, these brands are simplified. For example, I think of one of my best friends, for example, as the “funny one” and another as “the smart one;” one spouts off jokes in conversations like nobody’s business, while the other has enough fast facts to rival an encyclopedia. They communicate differently.
Your brand can do the same thing, only it will typically be even more exaggerated. Wendy’s, for example, has created a unique brand voice both hilarious and a little ruthless; the company frequently roasts competitors and customers alike.
Casper is another brand with a friendly, lighthearted voice that’s appealing to its target audience.
Casper jokes with its followers and engage passionately, and its social team is clearly top-notch.
You don’t need to be a big brand with a big social team to establish an extreme voice, though.
A CFO I follow has created a voice that’s positive and informational, focusing on positive potential messaging instead of just writing anxiety-inducing messages about debt and taxes.
Your brand voice must be consistent across all platforms for it to be most impactful and help you define your brand overall. This means you’ll want to choose a voice that you can maintain and that will appeal to your overall audience.
Here’s what I recommend considering when developing your voice and your brand identity:
Take all of these factors into consideration when deciding what voice would help improve your relationship with your audience and keep them interested in what you have to say.
Once you’ve settled on a voice, keep it consistent and maintain it across all social channels. Here are a few ways that you can do that.
When I develop social strategies from scratch from my clients, this is typically something that I recommend doing. I compile a “guide” of the brand voice (what it is and how to use it). I’ll have examples of appropriate posts and responses, and an explanation of why they fit into the voice. You should even consider whether you want to use emojis regularly and how intensive you want the voice to be.
Is there ever a time where the facade is dropped? If your voice is super-perky and upbeat, you may want to consider how that will come across to an enraged or distraught client.
Guidelines will not only keep you on track but also can be something that you can hand to any other team members to make sure they’re staying on track, too.
When you’re implementing your brand voice, social media management software is an enormous help. Agorapulse has several features that can help you keep your brand voice on track, including the following:
Having a clear voice for your brand that’s distinct, well established, and recognizable will work to your advantage. Your social team will know exactly how to interact with your followers on every platform, and you’ll present a united front that your audience will appreciate, especially since the voice was developed with them in mind. Remember that you can always rebrand if needed, so you can change it up and evolve your strategy as time goes on.