Here’s a quick and easy exercise to get you started on the journey of defining your brand voice on social media. It takes into consideration the three primary components of voice—tone, language and purpose.
A clearly defined social media brand voice can be an important differentiator when it comes to brands leading and participating in online conversations.
Why Your Social Media Brand Voice Is So Important
We work hard to develop our social spaces and, hopefully, our careful investment of time, money, effort and love transforms our particular space into a community – preferably a community that is socially relevant to our key audiences and one that can be monetized.
This begs the question:
Why would you make a long-term investment in other areas of community building, but take a chance on the voice aspect? People have expectations of your brand’s voice. Voice can include a lot of characteristics and facets: vision, history, experience to personality, conscience, mood.
Each of these areas can be defined and reflected in the brand’s voice. There is no need for micro-definition. A good community manager will help or seek help in translating key values into a working, relevant voice to use with your community.
The benefits, you ask?
Clarity. Uniqueness. Identifiability. Authenticity. The ability to build affinity. Dare I say trust (over time, of course) that leads to monetization?
There are a lot of variables at play here and don’t discount the aspect of brand actions speaking louder than words (and the brand must NOT suck at what it does). Just as civility, respect and personality are expectations we hold people to, a well-defined voice is expected from brands with aspirations.
Exercise For Defining Your Brand Voice
For each question, choose up to three words that apply to your brand and write these down somewhere—keep them in a safe place for easy retrieval later.
I know this may seem like a small step, but your answers will actually be a big help to those handling your brand’s social media channels—be it an internal community manager or an outsourced social media manager.
1. Brand Voice on Social Media: TONE
What is the general vibe of your brand or the vibe your brand aspires to give off?
RELATED POST: Why Your Social Media Brand Voice Is So Important
2. Brand Voice on Social Media: LANGUAGE
What kind of words do you use to describe your brand and its products or services?
3. Brand Voice on Social Media: PURPOSE
What are your primary reasons for being on social media in the first place?
• To Engage
• To Educate
• To Entertain
• To Delight
• To Dismiss
• To Inform
• To Sell
• To Enable
• To Amplify
We’ve learned that sometimes the easiest way to define what something is to say what it is not. Write down three adjectives that describe what your brand’s personality is not.
Now this exercise may seem silly and oversimplified, but you’d be surprised at how many brands don’t have answers to these questions when we start discussing brand voice on social media with them.
A skilled social media manager or community manager will be able to go far after knowing just these few things about the way your brand wants—needs—to sound online.
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