Away with the blandness: how to give your brand a killer voice
Let's start with the beginning. How to establish a killer voice for your brand when you don't even know what the hell is a brand's voice? We can sum it up in one word: Personality. Your brand's voice is its personality.
Think about this for a moment: When you first meet someone, whether consciously or subconsciously you want them to have an impression of you. Do you want them to think you're a witty fellow? Or do you prefer to project yourself as a party animal? What about making people see you as a connoisseur? Everything you project of yourself or your personality, you do through your choice of words and subjects, your mannerisms, quirks and even your clothes.
With a brand is exactly the same. Your brand's voice can be friendly, authoritarian, witty, sassy, and even a bit arrogant, but what really matters is the fact that it needs to be authentic, it needs to be consistent and believable (Also consider that you can even be known as a SEO expert in Miami just by the wat you craft your brand's voice."
Marketers are human too, and that's a capital factor to account for when creating a voice for a brand or when creating content in blogging platforms. The main aim of Social Media Marketing is to humanize brands, make them more client-friendly, more relatable. But how exactly do we achieve that? Have a seat, grab a beer, and learn from the master, baby:
Remember to establish exactly the kind of personality you want your brand to transmit!
Step 1: set up an archetype or persona, so that you can know who exactly are you talking to and how to do it more efficiently. Pick specific demographics for your target audience, be they working parents, students, rebel teenagers or professionals on a specific field. Then proceed to ask questions about them:
- What do they look like?
- Which are their interests?
- Where do they work or study?
- What do they like to do for fun?
- What do they expect from your brand?
Step 2: Ask -and answer- questions to yourself, like how do you want your brand to make people feel, what do you want to offer, how do you plan to do it, what do you like in a brand, what do you dislike in a brand, how would you describe your own brand and how would you like people to describe it... You get the idea, right? You're a smart fella, that's why you came to us to learn.
Do I want to sound like the cool guy from the office? Or rather like the uptight VP of the company?
Step 3: You should be thinking about your tone and vocabulary: which words will you use? which jargon, if any, is the most appropriate to address your target audience? Will you use colloquial or technical language? This is important, because, as I already said, you need your brand's voice to sound authentic and believable, and the best way to do this is to remain consistent with the way you speak.
Step 4: Once you've established your vocabulary, think on banning some words to further increase the consistency of voice and your brand build. Is your brand about fast food? Then once you have nailed the tone and the vocabulary, you should start thinking about which words your brand wouldn’t use. In this case, you probably want to avoid words like delicacy, luxury, or succulence, for example.
Step 5: Now, you need to start producing the right content for your target audience. If your brand is all about clothing and fashion, you should be crafting killer content oriented towards these subjects. You shouldn't start writing about engines or real estate, or medicine, just to set an example. Keep your content consistent with what your audience expects of you.
Step 6: Even if your brand has a serious, formal and professional voice you should be conversational and approachable, because how else is your audience going to pick up your tone and what to expect of you in terms of communication? Greek philosopher Socrates once said "speak, so that I may see you", and even to this day, this claim still holds. Communicate with your audience. You're not a mute!
The look of someone who knows what he’s talking about!
Step 7: If you need a little inspiration, you can look up to brands similar to your own, but never, ever imitate them. You are here to make your own path, and to leave your personal mark in the market. That being said and right off the table, by doing this you could see what these other brands are doing and how are they doing it, learn from it, and maybe pick a couple of ideas for your own brand.
Step 8: Keep it consistent and don't change your tone or your way to approach your clients out of the blue. You want them to think of your brand like they would of a real, flesh-and-bone person. And real persons do not change the way they talk or the way they address matters from one day to the next.
So there you have it. When speaking of Social Media for beginners, it can get difficult to achieve your goals at first, but with patience and our advice you should be on the right track in no time. How has it been for you to interact with other brands? Do you have a particularly good or memorable experience when communicating with a brand? Tell us about it!
You’re in the path to glory, my friend! I believe in you!