Tips for Developing a Consistent Voice

One of the biggest challenges an organization can face is finding a consistent voice on social media. At the end of the day, social media is becoming one of the first places consumers look to interact with their favorite brands. When you communicate clearly and consistently on social media, you can build trust. People use social media to build relationships, and all platforms give plenty of room to show your unique personality.

1. Know your audience.

The first step to creating a voice that resonates with your audience is understanding who is consuming the content you produce. You can attract and repel completely different people groups based on everything from your writing style to the images you post. Ideally, you want to cater your voice to pull in the people who will love what you do. If you sell a product or service that 20-somethings use, try to write in a way that they find approachable and informative. On the flip side, if your organization’s goods are more geared toward someone in their 50s, you may need to write more formally and avoid certain forms of slang.

2. Develop a brand persona.

Many marketing professionals suggest developing a brand persona to keep in mind who you are posting as. A brand's identity should be part of it’s personality (Bog, 2017). Just like actors learn roles to play, social media coordinators can use a similar process for the brands they represent. Making a character and learning how to speak like that character ensures your posts are unique from competitors but still consistent for your consumers. In the sales industry, many professionals will put pictures on the wall of potential customers. This helps them attach a face to the people they’re speaking to on the phone. You can do something similar by creating a persona and filling it with details ranging from the name, to the age, to what they look like.

3. Decide how “professional” you want to be.

It’s important to remember that even the little things count. Social media has changed the way we speak and communicate. The prioritization of professionalism vs. memorability is slowly shifting. Where does your company weigh these seemingly competing topics? Depending on your product and the voice you want to develop, you may find your social media posts look very different from others in the industry. Coming up with a list of things you are okay with or are not okay with is a great way to make sure everyone is posting the same thing and following a set of guidelines, be them loose or strict. Some companies use emoji, some companies stay away from even using contractions, but regardless, it’s good to communicate so everyone is on the same page.

4. Utilize a branding kit.

Your visuals should be just as consistent as your words. Many companies have a branding kit for promotional materials with certain fonts, colors or even illustrations for outgoing content. If your company has a branding kit, don’t be afraid to use it on social media. Don’t have a company branding kit? Not a problem. You can even make a few color swatches and pick a few fonts yourself that you try to stay within on your social platforms.

Remember – just like every one of us has a unique personalities with appealing traits, so does your brand. So, if you have a fun voice, make sure that your logo and images match that tone (Bog, 2017). Crafting a consistent voice helps you to reach the right people, and helps them know they can expect content they love from you.