You’ve decided to create a social media presence for your business – that’s great! But before you jump in head first, we’d like to encourage you to take a step back and ask yourself what your brand’s voice is.
To discover your voice, it’s important to first know what voice means. By definition:
Voice: Your voice is your brand’s personality. Brands can be professional, positive, mature, youthful, stern, sarcastic, and so on.
Social media is about being social. When creating content for your channels, it’s important that you sound like a real person, instead of a robotic marketing machine. Start by asking yourself these simple questions:
- Why is your brand on social media?
- Who is your audience?
- If your brand was a person, what would it sound like?
- If your brand was a person, how old would it be?
- If your brand was a person, what gender is it?
- How would you explain your brand’s personality?
- When looking at your competitors, what does their voice sound like?
When asking these questions, you will start to discover not only your brand’s voice, but its tone as well. Brands can have varying tones, while still remaining in the same voice.
Tone: A subset of your brand’s voice. Tone adds specific flavor to your voice based on factors like audience, situation, and channel.
For example, let’s say that you own a bakery and want to promote a new holiday pastry to two different audiences on Facebook and Instagram. The first audience is women, age 18-25 on Instagram. Your second audience is women, age 40-55 on Facebook. Check out these two ways you can promote your pastry in the same voice while switching up the tone ever so slightly…
Audience 1 (18-25): “Our new Holiday Spiced Pastry is #goals 😍 Swing by and snag one before it’s too late!”
Audience 2 (40-55): “Our new Holiday Spiced Pastry is to die for! Visit our shop and grab yourself one before time runs out!”
Notice we only swapped out a few words? It’s a small detail, but makes all the difference when talking to different audiences!
So now that you have the basics down, give it a shot and let us know what you think!