Everything seems to be going great with social media, right? The boss is supporting, the perfect strategies are in place and ROI is all figured out. Wait! There is one important aspect missing—brand voice.
If there is no brand voice, then that campaign is going to be stuck at mediocre and never to turn to fabulous.
The key to building real relationships with an audience is creating a strong consistent voice. It does not matter whether reaching to B2C or B2B, people buy from companies or brands they relate to and like.
The greatest part about social media is it gives a brand an opportunity to develop personality, characteristics and style. This is all the amazing points, which is perfect for attracting people.
A voice in social media can go in many directions. It can be hip, playful, educational, fun, inspirations, sophisticated etc. With that said, how does one find the right brand voice for their campaign? It comes down to the three Cs.
The primary voice of the brand should come from the culture. Each company has something, which makes them unique. It can range from philanthropy, founding stories or possibly the incredible impact on the community.
Finding the company’s personality requires to take a moment to ask a few important questions. What does it stand for? What do they talk about? What unique position does the company hold? These are only a few ideas, which can be inspiration for the online voice. Take the community inside the brand experience.
With a social media voice, this informs the community what to expect when interacting with the company. Listening to what people have to say, allows a brand to really get in touch with what consumers wants. Then the responses back should speak their language and on their terms.
Equipped with culture and community, the final piece of the puzzle is conversation. Decide what the company is bringing to social media by planting the brand out there (customer support, industry education, fun or promotions) and then connect it with authenticity and personality. Stay away from the hard selling. Just keep it comfortable, conversational and relatable.
Imagine the company at a friendly gathering. What would they sound like? That is the voice to convey.