As a digital marketing agency, you know how important it is to create a strong and recognizable brand identity for your clients. A key component of brand identity is brand voice: the personality and tone of voice that your clients use to communicate with their target audience across all channels.
Brand voice is not just about what your clients say, but also how they say it. It’s a mix of language, grammar, structure, messages, attitudes, and tone that reflects your clients’ values, mission, and goals. A consistent brand voice can help your clients stand out from the competition, build trust and loyalty with their customers, and increase their sales and conversions.
But how can you create a consistent brand voice for your clients across all social platforms? Here are some steps you can follow to develop and maintain a powerful brand voice for your clients.
Define your clients’ target audience. Before you can craft a brand voice that resonates with your clients’ customers, you need to understand who they are, what they want, and what they expect from your clients. Conduct market research, create buyer personas, and analyze your clients’ existing social media data to get a clear picture of their target audience.
Identify your clients’ brand personality. Once you know who your clients are talking to, you need to decide how they want to talk to them. What kind of impression do they want to make? What kind of emotions do they want to evoke? What kind of values do they want to convey? To answer these questions, you can use a brand personality framework, such as the one proposed by Jennifer Aaker, which consists of five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Choose the dimension that best suits your clients’ brand and use it as a guide for their brand voice.
Create a brand voice chart. A brand voice chart is a tool that helps you define and document the specific elements of your clients’ brand voice. It usually consists of four columns: trait, description, do, and don’t. For each trait that describes your clients’ brand personality, write a brief explanation of what it means, provide examples of how to use it in their social media content, and list some things to avoid. For instance, if one of your clients’ traits is “funny”, you could write something like this:
Description: Use humor to entertain and engage your audience
Do: Use witty captions, memes, GIFs, and emojis
Don’t: Make jokes at the expense of others or use offensive or inappropriate humor
Apply your brand voice across all social platforms. Once you have a clear and consistent brand voice chart for your clients, you need to apply it across all their social media channels. This means using the same language, tone, and style on Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok, and any other platform they use. However, this doesn’t mean using the same content on every platform. You still need to adapt your content to the specific features and audiences of each platform. For example, you might use more formal and professional language on LinkedIn than on Twitter or Instagram.
Monitor and measure your brand voice performance. Creating a consistent brand voice for your clients is not a one-time task. You need to constantly monitor and measure how well their brand voice is performing on social media. You can use various tools and metrics to track their brand awareness, engagement, sentiment, and conversions. You can also collect feedback from their customers and followers to see how they perceive and respond to their brand voice. Based on the results, you can adjust and improve their brand voice as needed.
Creating a consistent brand voice for your clients across all social platforms can be challenging but rewarding. By following these steps, you can help your clients create a powerful and memorable brand identity that attracts and retains their customers. If you need help with creating or managing your clients’ brand voice on social media, contact us today! We are a digital marketing agency that specializes in helping businesses grow their online presence and reach their goals.