Specifying Brand Persona and Voice
Your brand is unique - make sure it sounds that way
As your brand’s social media presence grows, it’s important to maintain consistency in your communications. Although several people might manage your branded channels, the personality that consistently shines through those interactions should be that of your company, not of each individual employee. While you may choose to use different social media platforms for different purposes, how you talk to your audience should remain stable across all mediums.
To start, it’s once again a great idea to check in with your marketing department and see if they have a document in place that defines your brand voice. This should be the foundation for building your voice and engagement style on social channels. Is your brand friendly or provocative? Fun or serious? Formal or casual?
Documenting the personality of your brand is important to keep your communications consistent. This becomes especially important during real-time engagement, but it’s useful for guiding the creation of pre-scripted messages as well. Know which adjectives describe your brand. If you don’t have a brand strategy already in place, then start by listing the adjectives that you’d like your audience to describe you with. Incorporate these into your brand voice on social. For example, if “quirky” is one of your attributes, then you have a lot of room to play with funny or unusual messaging, and avoid sounding too dry. On the other hand, if you have an adjective like “reliable” to describe your brand, you may want to build confidence with your audience by keeping messaging clear and concise.
Consider how this voice will relate to your community building approach and the type of content your brand will share. Make sure to check that your messaging remains on brand at regular intervals and flag anything that doesn’t meet the guidelines you’ve developed.