Imagine listening to your best friend read an interesting article out loud that he or she discovered online and because you recognize that voice you are able to identify the brand without being told who it is.
Do you know what that tells you about that brand?
It tells you they’ve mastered their brand voice.
Now ask yourself:
Are your readers and clients able to identify your content because of your tone and brand voice?
If your readers aren’t having to steal a quick glance at your logo while reading your content to remind themselves of your brand then congrats, you’ve nailed your brand voice!
But if you suspect you still need to work on your tone and voice then keep reading because brand voice matters.
Here are 2 quick and compelling reasons to tune up your brand voice:
- Your brand voice can help you position yourself as an authority in your field or niche
- It helps you stand out and apart from your competitors
Be a voice not an echo. – Unknown
5-minute exercises for defining your brand voice⏱️
Let’s start by defining your brand voice.
How are you perceived by your customers/clients because of your content?
In other words, what does your content say about you and your brand?
Here are 3 quick ways to uncover your brand voice:
Read through 2- 3 of your most popular blog posts and describe your brand voice in terms of personality.
Here is a short list of personality traits.
Call or email 2-3 clients or friends who read your content on a consistent basis and ask them to describe your brand in 3 words.
Write your 3 words down on a sticky note and put it somewhere visible so you can memorize it.
Now let’s look at the 3 ways you can create a voice for your brand on social media
Share your point of view
A common complaint I hear from business owners who don’t create content is that they don’t know what to write about because “everything has already been said or written about” in their respective fields.
Firstly, this isn’t true and secondly, this way of thinking is unhelpful.
Most industries are constantly evolving and adapting to change (those that aren’t, are dying), if you accept this then you will know everything that can be written about has definitely not been shared in your field of expertise.
Sure, you may not be the first to write a certain how-to post and you certainly won’t be the last but what you have to remember is this: no one can write that post quite like you can.
You see your point of view is what makes your content interesting.
Point of view (noun)
- a particular attitude or way of considering a matter.
Your unique perspective on things is what attracts and captures people’s attention.
Not the yawntastic facts.
With your brand defined, you can infuse your content with your personality. Which leads us to …
Build your presence
You don’t build an online presence by only catering to your particular niche.
Start thinking about sharing your thoughts on other topics that interest you and make a point of sharing your values.
Let’s say for example that you’re a graphic designer and you are always trying out new ways to make your day more eco-friendly, go ahead and share this passion for the environment with your followers.
But what if I’m really – really – boring? I hear you say.
I don’t support any causes.
I don’t have any quirks. (Keep digging, I’m sure you’ll find something) 😉
Aargh! I’m a dull tin in a dark shed!
I soooo get this.
Sometimes we feel like we have nothing interesting going on. But even the smallest things – the fact that you are a chocoholic obsessed with taking photos of red barns – makes you interesting to other people who cannot imagine a world without chocolate or red barns, for example.
Share what moves you and share the things that make you unique.
This way, you attract a broader audience, who even if they don’t require your services or products, will tell their friends about you.
One of the surest ways to lose your audience’s loyalty and trust is to change your brand every few months.
It’s important to stay consistent with your tone, voice and brand palette in order to come across as a professional and legitimate brand.
Now that you have defined your brand voice, read through your content (blog posts, social media posts) and make sure your voice comes through.
Publish valuable and compelling content on a regular and if possible predictable basis to grow your audience and build loyalty.
Now over to you…
How do you intend to build your brand voice on social media?
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