So, What Is The Voice Of A Brand?
Simply put, a brand voice refers to the personality and emotion used in an organization's communication.
Your brand's voice is received and interpreted through the language, images, and content you share on your businesses’ social platforms. Establishing your voice in the early life of your social presence is imperative as it should remain steady and unchanging. Not only will this help you better connect with your audience, but it will also allow you to build a consistent and reliable direction for your social content. Below we have provided a few helpful tips for developing your brand's voice as you navigate through the challenges of social media for your small business.
- Know Your Brand
Before you determine your voice, you must understand what your business has to offer. Showcase your products and services through content that best reflects their quality. When developing a voice, take into account the mission and values of your organization - share this with your followers in a way that will be well received. Social media is an outlet for consumers to take a quick look at who you are before they make the decision to follow or connect with your social platforms. Make the first impression a lasting one.
- Know Your Audience
One of the most important things to consider is who will be viewing your content. Understanding your audience will help you adjust and adapt your voice to the wants and needs of your consumers. Using social analytics to get a grip on the demographics and psychographics of your target market will allow you to adjust your voice and better reach your audience in the long run. For example, if you find that your target audience likes dogs - include a pup-related meme to your next post on social media!
- Draw The Line Between Business And Personal
When posting to social media, aim to please. It is very important to keep personal and political opinions out of the picture unless they directly impact or effect your organization as a whole. If your personal and political views do not align with those of followers, your products and services may be quickly removed as an option. Make a conscious effort to revolve the voice of your brand around your offerings, rather than heavily debated current events - unless showing your support or voicing your opinion on a specific subject directly relates to the core of your organization's mission and values.
- Do Some Research
Take a look at what other organizations have done well. Search for companies within your industry to see how they use a voice on their social profiles. What do you like? What do you want to avoid? What do their followers have to say
Take a moment to evaluate your current stance on social media. Considering these simple guidelines when establishing or adjusting your brand's voice will help you better connect with your audience -- and vice versa!