When building a brand, people usually focus on the visual aspects like design styles, colors, and fonts, but they often forget about the brand voice. However, having a unique brand voice is now more crucial than ever in the digital age where social media is a key marketing tool. You may have encountered brand voices without knowing it – for example, a luxury car brand using language and attitude that is sophisticated. This could also be a drink company using high-energy language and messages to appeal to the youth and athletic people. On the other hand, if you use formal language for energy drink bands, it will not attract the right audience.
Although it’s possible to survive without a unique brand voice, establishing a social media voice can enhance your marketing efforts. To learn more about brand voice and how to create one for your brand, let’s explore it further.
What Exactly is Social Media Voice?
Imagine, you meet hundreds of people in a day, but only a few catch your attention. What’s common in them? Their fun or unique personality.
Now, apply the same rules to your brand. And you will understand the significance of social media voice. A brand’s voice is its unique personality as expressed through its communication style. Think of it like meeting a great storyteller at a dinner party – their words, tone, and style make them memorable. A brand’s voice works the same way. This is your brand voice, which should be applied across all channels, from social media to advertising and internal communications. Social media voice helps you set yourself apart from your competitors!
The Importance of Developing Your Brand’s Social Media Voice
In the crowded digital world, visual content and product features can only get you so far. Your social media voice is what sets you apart from the competition. Think about the big brands, all of them sell emotion, not just a product. Memorable content, unique characters, and compelling storytelling as reasons why some brands stand out. The company language significantly affects each of the three.
Effective content creation goes beyond just using images or videos, as it also encompasses the use of words and graphics. The way you showcase your brand to your target audience holds significant value. Sharing content that doesn’t align with your brand’s image can ultimately result in losing your followers.
Social media voice is crucial for consistency and recognition. If people can identify your brand just from your content, you’ve succeeded in building brand awareness. Here are why:
It Helps in the Development of Trust and Credibility
Creating a coherent social media voice can help a brand build confidence along with trustworthiness with its target group. A brand can illustrate its understanding of its crowd’s requirements and desires by having a clear voice and message, while also demonstrating its dedication to delivering value on a consistent basis.
Having it stay constant also helps to boost a brand’s legitimacy. Customers are more likely to trust and believe in a brand’s goods or services when they interpret it to be reliable and continuous in its communication.
Improves Brand Awareness
The social media voice is crucial in increasing brand awareness. Having a constant tone and character across all social networking sites can assist your target group in easily recognizing your brand. This can result in increased visibility and reach, resulting in more visitors to your site and greater rates of conversion.
Having a constant social media voice also contributes to improving a brand’s reputation.
More Customer Engagement
Creating a social media voice that resonates with your target group helps the consumer relate to your brand more. This makes them more probable to comment, share and engage in your content, in turn generating a higher level of traffic and reach. Ultimately it grows and reaches more and more people.
Powerful Tips for Creating a Social Media Voice
Maintain Consistency Through Documenting Everything
Just like there are guidelines for the band and your approach to social media, your brand’s tone of voice also needs to be documented properly. Having a document outlining the voice can be a useful tool. This document will act as a reference for anyone writing on behalf of the brand, guaranteeing that marketing copy and social media posts are coherent and on-brand. The social media voice document should resonate with the personality of the brand.
Set Your Target Audience
In order to create your brand’s social media voice, you need to think about the people you want to reach and sell to. It’s important to use words and phrases that your target audience will understand and relate to. If you use words only popular in previous generations, younger people might feel left out and not want to buy from you.
However, it’s essential to stay true to your brand’s current operations and not deviate too far from it. Your brand voice should come across as authentic and not appear robotic or simply follow trends.
It’s time for you to develop your own social media voice now that you are better informed about it. As long as it is distinctive and appropriate for your business and audience, no amount of personality is too much. Furthermore, keep in mind that your priorities may change as time changes, making it a never-ending work in progress.