When you use social media to engage with brands, you may start to notice that each of your favourite businesses uses a different tone in their posts or ads, that helps you instantly recognise them and connect with what they’re saying or selling. 
This is their brand voice, and all businesses must adapt their own, unique brand voice if they’re planning to seriously start marketing on social media. 
Here’s how you can find your own brand voice. 
What Is A Brand Voice? 
A brand voice is the ‘personality’ of your business on social media, and the voice you use for all of your communications on the platform. It reflects your values and resonates with your audience, being one of the core features of relationship building and helping with brand recognition and trust. 
A brand voice can come in many different forms – informative, funny, friendly, formal, emotional, factual, inspiring, direct – whatever you think fits the best for your business. Your brand voice must be consistent across all platforms and your team should all be on the same page when it comes to creating posts or interacting with customers on social media. 
Creating Your Brand Voice 
When it comes to creating your brand voice, you need to take a look at your marketing plans and the goals that you had set out in them. When your audience feel as though they’re speaking directly to you, it means your brand voice has aligned with your business and is working well to convey your message. 
Through your brand voice, you’ll be able to really convey the passion and human side of your business to your audience, helping to give you a memorable presence on social media that people resonate with. 
Use Your Mission Statement 
Firstly, start with your brand’s mission statement. Your mission statement is representative of your values, aspirations and purpose, and is something that is constantly referenced throughout you entire marketing plans, both on and off social media. It takes your brand from the simple products and services, to an important part of the lives of those in your audience. 
Your mission statement can give you an idea of what kind of tone you should or want to portray when crafting your social media persona. For example, if your mission is to always remain to the point with no hidden tricks or fees that could catch someone out, then this can form the basis of your brand voice. 
Audience Persona 
Look at your audience persona and see what kind of personality they should have, or, if you already have built up an audience, take a look at the common overlapping factors that join them all together and see how they connect with your brand. 
Who are you trying to reach? If you’re selling a course on, for example, wellbeing and mental health, going for a humorous brand voice may come across as insensitive compared to a softer, more general, friendly or emotional tone. It’s down to the information you have on the members of your audience, and how you’d expect them to respond to you posts. Remember – your brand voice might not be right the first time, and experimenting early with how your brand voice comes across and making changes to strengthen and improve the engagement you get, gives you complete clarity on the kind of brand voice you should use going forward. 
Make A List of Dos & Don’ts 
To make understanding the type of brand voice you’ll use more straightforward, then creating a list of dos and don’ts will help you and your team know what kind of voice they need to be using on social media. 
It helps to establish clear guidelines and consistency across your platforms, keeping all of your social media profiles cohesive in its messaging – helping to form your brand identity and improve your brand recognition and awareness
Create A Communications Plan 
A communications plan will help you really get to grips with your brand voice. Note down the different styles you think could be appropriate for your business, with examples about how a post would sound using the styles you’ve singled out and then consider the positives and negatives of using that kind of voice. If you choose to test out some different styles, then make sure you check the analytics of each post to see how they’ve performed with your audience – this can help with discovering which brand voice your audience is receptive to most, and give you a way forward with your marketing on social media. 
Check Out Your Competition 
What is your competition doing? How do they speak to their audience? Seeing how your competition operate and how their audience responds to their brand voice they use can help to direct you on the right path. Instead of copying them, move towards finding your own lane and unique style of voice that will help you to stand out and attract your own, loyal audience. 
Finding your brand voice is an important way to discover your brand identity, and forms a big part of what makes your brand different from the rest. Start looking into what kind of brand voice works for you and beginning testing it our on your social media today! 
Need further advice? 
Get in touch to discuss your specific requirements and see how we can help you grow your social media presence 
Tel: 07963216248 
Email: chris@chrislondononline.co.uk 
Or join our online Facebook for Business Course by clicking here 
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