Now that you have chosen your networks and filled out your profiles, it’s time to start sharing, right? Not quite! Your leap into social media will be more focused and more on point if you come up with a voice and tone for your content. To start, branding is your identity. It is who you are and how the world sees your company. Great branding will lead to increased success, more so than just running a smooth but quiet operation. You can be the best little widget company in the world, however if no one knows you are there or if you cannot “speak” to the markets correctly, then you will be lost in the sea of noise. Ensure against this by having a strategy in place that focuses on the core values of your company.
Your brand voice is literally the communication tone of your company with the rest of the world. In order for your brand to set itself apart, your basic strategy should be on delivering a great business, no matter what that is. The customers will provide you with the words and emotions to inspire your tone. It is a two way street, so listen carefully when they respond back. This will help you maintain the correct spirit of your brand voice but also help support a healthy dialogue with your audience as well. Here are a few questions to get you started:
- If your brand was a person, what kind of personality would it have?
- If your brand was a person, what’s their relationship to the consumer?
- Describe in adjectives what your company’s personality is not.
- Are there any companies that have a similar personality to yours? Why are they similar?
- How do you want your customers to think about your company?
At the end of this exercise, you should end up with a handful of adjectives that describe the voice and tone of your marketing. Take Tory Burch as an example: Tory is one of the few designers to speak on behalf of her brand on social networks. She discovered early on that social networks were not best used as a conduit to the brand’s marketing message but as a place for “of the moment”, off the cuff comments that compel and build brand advocates.
Consider this to keep you on track: voice is the mission statement; tone is the implementation of that mission. Let us know what you think and as always stay #TopRight.