Before the first Tweet is sent and Facebook update is published, it’s important to understand the tone and voice of your business.
By tailoring your brand’s voice you can better connect with your target audience and improve the chances of making social media your primary lead generator.
In this short fifteen minute exercise we’re walk through the process of creating your voice and ultimately your tone.
Questions About Your Brand
A great place to start is asking questions. Such as:
- Why did you start your company?
- If your brand was a person, what kind of personality would it have?
- How does your brand make you feel and how do you want it make other people feel?
- If your brand was a person, what’s their relationship to the consumer?
- What other brand voices do you admire?
- 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?
- What are three words that best describe your company?
It might be hard at first but every brand has a defining tone and voice that helps them interact with their target audience. Nike’s tagline “Just Do It’ provides an inspirational voice for people on and off the field, while toilet paper company Charmin decided to use a humourous and light-hearted voice with their popular hashtag #Tweetfromtheseat.
Still can’t figure out your voice and/or the adjectives that might describe your company? Then ask around!
Ask friends, family and customers about how they see your company and you might find it’s more obvious to those outside the business than those on the inside!
Translate Your Voice Into Tone
Depending on what social media channel you choose to use, the tone can be different depending on the channel and on the type of interaction that you may have – from a happy customer to a frustrated one. As a result, it is probably best to work from a template.
We personally like the one provided by Rocket Media that recommends first coming up with content types that require a certain tone then filling in the details in a template like this:
…an example of a filled out template could look like:
If this is a little too intense for you than you can simplify the process by simply asking 4 questions:
- What is your voice?
- How should you write?
- How shouldn’t you write?
Once you find your perfect voice and how you will be projecting that voice through your tone, make sure that you always remember that on social media the most important thing when you communicate on all channels is that your brand and/or business is 1) authentic and 2) consistent.
People don’t want to talk to companies, they want to talk to human beings and they want to be able to rely on them.
Does your business have a tone and style guide?
You can find more details on how to get the best out of your social media marketing via our new book Profitable Social Media Marketing: How To Grow Your Business