You have a small business or a brand and you are totally on board with the importance of brand consistency. Your profile pictures and headers across your social media accounts are the same or similar, and your blog graphics tie in together as well.
But, dear entrepreneur, have you thought about the importance of your brand voice?
Your brand voice is how you speak to your audience and should be just as consistent as your brand visuals. Have you ever had the discussion about how you shouldn't interpret tone via email or text? Without inflection and facial expressions, verbiage can fall flat and tend to come off as terse. Putting some thought into how you are going to speak to your audience can avoid your messages being ineffective.
Every client I onboard for social media services must fill out my super-duper "Brand Voice Blueprint". It is the first step in making sure that I can create social media marketing and messaging that fits with their brand voice and values.
(>>> PSST! YOU CAN GRAB YOUR OWN COPY OF MY BRAND VOICE BLUEPRINT IN THE ROCKSTAR RESOURCES LIBRARY<<<)
The tone within your messages gives your audience insight into who you are behind your brand and/or what your brand feels like. Since social media is all about engagement and authenticity, letting people know you are the one behind your social media efforts goes a long way - silly sayings, sense of humor, and all.
You know you have those unique sayings that all your friends tease you about.
For me, here's just a few: "Whatevs yo." "Awesome sauce." "Hey hey." "Whut up." "Shiznit." I also say "rad" entirely too often.
Reading those words, did you feel a connection to my personality? Did it make you want to say hello and read more? If those phrases made you smile and maybe laugh a little, then I am building that trust with you that is so essential for online business. It's not copied from someone else's post or some blanket editorial calendar - it's all me.
Before I help you delve a little deeper - a word on alienating customers.
Not everyone is your client. If you are afraid of infusing your personality because you don't want to turn off anyone, the people that would be turned off by your personality probably aren't a good fit for you either. So just be ok with being you. I promise the connections you'll build will be deeper and stronger because of it.
I recently got an inquiry from someone who saw me participating in a Blab, looked up my website, and read my bit about being as "focused as a Doberman about to eat a steak". His reaction was, "That's who we need." - sha-bam. That's how it works with your ideal client.
Ok, now onto how you can think critically about your brand voice.
Describe your brand as a person (or you if you are your brand).
►Elements to think about: Gender, age, life stage, hobbies, day in the life of.
►What is this "person's" relationship to the customer/client? Best friend, mentor, etc.
►What brands does this "person" love and dislike?
What are your brand's (or your) values?
►Write 3-5 adjectives that you think are the most descriptive.
►Write 3-5 adjectives that you think your brand is NOT.
►Sum up your brand's philosophy in one sentence (i.e. a favorite quote or phrase).
►What key words and expressions does your brand use to exemplify its persona (i.e. exclamation marks, hashtags)?
►What words and visuals does your brand both use and avoid?
Who is your brand audience?
►Write out a customer persona similar to Step One, but with your audience in mind.
►Look at how those two "people" overlap and compliment each other - imagine the conversation they would have over drinks.
Write it all this goodness down and refer to it like you would your brand style guide.
I suggest doing this critical thinking exercise away from your computer and preferably outside with a glass (read: bottle) of wine. Use mind mapping or outlining, or whatever brainstorming technique works for you. Once you're clear on how you want to speak to your audience, it will become second nature when crafting your social media posts.
The best part is, once you're kicking butt so much you have to hire help, you'll be able to refer your new employee to how they need to speak on your behalf.
Did you miss the part about getting your free copy of my Brand Voice Blueprint??
Ready to have a social media professional craft your brand voice and social media strategy for you? Let's talk about your business and see if we're an awesome fit, shall we?
this post originally appeared (sans blueprint) on soulpaintco.com