In this competitive market where consumers are bombarded with numerous content, what makes your content stand out from the rest? The answer is developing a strong and compelling brand voice. For a company to be successful with its marketing campaigns, it is important to have a consistent brand voice in all channels that will resonate with the audience.
Social media platforms are not an option for businesses. It has become an essential medium to market your brand. So, maintaining a brand voice while creating engaging content on social media helps determine who you are as a brand and fosters a deep connection with the consumers.
In this guide, let’s understand what exactly is brand voice and how to create a unique brand voice to incorporate into your social media strategy.
Brand voice refers to how your brand portrays itself through words to engage with its audience. In simple words, brand voice is the personality of your brand. Your tone of brand voice must be different from the competitors and it must be the same on all channels. It should reflect your company’s values.
As per the opinion of a social media marketing agency, your brand voice can be serious, sarcastic, funny, formal or friendly. From website content to social media posts, the brand voice must be able to encompass a proper style and word approach.
Here are some of the brands that have an engaging voice on social media that you can take inspiration from:
Dove is a beauty care brand well-known for its brand voice, encouraging women to embrace their natural beauty. It creates powerful messages with an emphasis on body positivity and self-love.
Another example of a strong brand voice is Cola-Cola. The company aims to create a sense of friendliness and positivity. Its messages have a tone of happiness and togetherness with a feeling of nostalgia which is relatable to all.
Zomato has a witty approach to its brand voice. The brand is famous for its quirky push notifications. Zomato is a prime example of how a brand can make its mark in the crowded market with its unconventional and engaging social media posts.
Below are the steps, as taken by a reputed social media marketing agency that you can follow to nail your brand voice on social media.
The company’s mission determines how your organization is different from others. Start by knowing your mission and include it in your brand voice. It is to be remembered that the tone must be related to the social media audience. For instance, how your brand is going to make their lives easier or entertaining. Example: If your brand’s focus is on sustainability, the brand voice must encourage individuals to adopt eco-friendly practices.
Understanding your audience is another crucial step to developing your brand voice. You must take into account the language of the audience. To do this, research your consumer’s demographics, age, pain points and interests. If your target audience on social media platforms is young, the language in your brand voice resonates with that. The more you know your audience, the more unique your brand voice will be.
Analyzing your competitors is an essential step before creating a brand voice, says an expert of a social media marketing agency. The purpose of competitor analysis is to find their strengths and weaknesses. Also, identify the gaps in the competitor’s brand voice. Try to fill those gaps that will help to present your products and services as best in the market.
You might promote your brand on various social media platforms but the brand voice must remain the same. Inconsistency in your brand message will hamper the credibility of your brand. Also, make sure that the social media posts are authentic. Try to avoid overly promotional content to promote your offerings. Transparency in your brand voice will make your brand voice more relatable.
Social media is a two-way communication. To market your products, you should engage with your followers. Engage with genuine comments and questions on social media to see how your brand voice is going well with the audience. You can even react to the audience's comments. These small interactions will help create a connection with your consumers.
These are some proven ways to create your brand voice. Now, that you have known the factors try to develop your own. If required, you can always get in touch with BUSFAM, a reputed social media marketing agency whose experts know how to build a brand voice for a powerful presence on social media.