As a millennial, I have been crafting my image on social media for longer than I’ve been of legal US drinking age. Finding the right voice for a brand comes relatively easily for me, and there are a couple of things you think about to help you find the right voice for your brand.
- Define your target audience – Are you talking to men, women, children, or a combination of all three? Do you want your brand to appeal to males, females or both? Do you want to target people in a specific geographic location?
- Set your tone – Are you having a serious conversation or is your brand lighthearted? Even if you’re dealing with sensitive or professional issues, it’s good to try to lighten the mood in a tasteful and appropriate way when you can.
- Provide value – fans of your brand do not want to hear you talk about how great you are on your social media platforms just like you don’t want to hear your friends brag about how great they are. If you think you might be getting annoying, take a step back and evaluate your brand. Are you posting interesting, relevant industry information? Useful tips? Short cuts? How To videos? Make your social media platforms a place that your target audience wants to go.
- Treat your fans like friends – No, you should not (in most cases) offer to take your social media followers out to happy hour. But you should talk to them in the same way that you’d talk to your friends, in an authentic and genuine way.
- Be consistent – all of your posts should sound like they are coming from the same person… the persona of your brand! You want your fans to know what to expect when they come to your social media platforms so be sure that your team knows the brand’s voice so everyone is working toward the same cause.
If you follow these five steps you’ll be well on your way to creating a voice that reflects the personality and values of your brand that will help drive engagement with your fans.