Speaking to Your Audience with a Communication Strategy
On today’s fast-paced social web, hot topics and viral trends can turn on a dime, and brands looking to stay current and relevant with their social media marketing might not know where to turn. To keep pace with every viral sensation lighting up social media can seem like a hopeless task.
But there’s good news – building a strong brand on social media isn’t about this at all. Instead, consistency is key. And a major part of achieving and sustaining that consistency is developing a strong brand voice.
What’s a brand voice? Simply put, it’s your brand’s personality, as expressed through your communications strategy. With a strong, cohesive brand voice attuned to your goals and your specific audience, you’ll be able to project a uniform sense of value and purpose across your social media channels. You’ll have an easier time determining what kind of content to post, and how to tailor that content to your audience. You’ll give people a reason to follow you and stay engaged with your brand.
So, how do you establish a strong brand voice? Here are a few productive exercises to get you started…
A good first step is to look at your company or nonprofit’s mission statement as a springboard to defining your brand voice. Ultimately, your brand voice is a reflection of your brand’s core values – and those values should be plainly stated right there in your mission statement.
Describe your brand in a few adjectives. Three is a good number. Then, take those three adjectives, and make a chart that briefly defines them and provides some detail on how each one should and should not manifest itself in your brand’s marketing efforts.
Research your audience. A strong brand voice should speak to the needs and expectations of your audience. How do they speak? What language will they be comfortable with? What visual aesthetic will they find most appealing?
Do a “We’re This, Not That” exercise. Sometimes, in order to figure out what you are, you need to be clear about what you’re not. Try filling in the blanks – “we’re ____, but we’re not ____.” This can help you fine-tune your brand voice by expanding on the initial set of adjectives used to describe your brand.
Once you’ve got a clearer idea of what your brand voice should be, it’s time to review your existing social media strategy and assets, to see what areas could use improvement. By bringing every facet of your strategy in line with your new, strongly defined brand voice, you’ll be better equipped to convey the consistent sense of personality, emotion, and purpose that is so crucial to social media success.
If you’re looking for help with defining your brand voice and bolstering your social presence, or if you feel any aspect of your social media strategy could use some work, don’t hesitate to contact us here at Rosie’s Creative. Remember, with us, your first consultation is always free.
Ready to Get Started? Contact us at Rosie’s Creative.