In social media advertising, “voice” refers to how a brand expresses itself in its content. It is often defined by adjectives such as “passionate” or “quirky” and is known to heavily influence customer engagement. Which would you rather read: a stilted, salesy Twitter feed or an informational yet personable one? Most customers would say the latter. No matter your industry, your audience is looking for content that is not only relevant but also authentic. By defining your voice, you capture this authenticity and humanize your brand. The more a potential or returning customer connects with your brand, the more likely they are to share their positive experience with others, thus spreading your message beyond traditional social media advertising.
How to Find Your Brand’s Voice
If you’re not sure what your voice is, these brand consulting specialists recommend taking the following steps:
Before you start thinking about the future of your brand, it helps to reflect on the past. Look through some of your old content, from YouTube videos to Facebook posts. What did customers respond best to? Which posts do you think captured the essence of your brand?
If your brand were a person, what kind of personality would it have? How would you describe the relationship between your brand and your customers? Addressing these inquiries will help you identify what matters to your brand as well as set attainable digital marketing goals.
When customers engage with your brand, how do they communicate? Are they formal and precise or casual? These conversations reflect what people expect from your brand.
Now that you have a sense of how both you and your customers see your brand, you need to put it into words. Come up with three adjectives that describe your brand. For example, you might be “assertive, inspirational, and candid.” Then, write down how you plan on embodying these traits. To be assertive, for example, you should use strong verbs and active voice.
For your voice to be compelling, it needs to also distinguish you from your competitors. Look at their social media advertising. How would you define their voice? How do you plan on standing out?
A clearly defined voice can be the difference between a one-time and returning customer.