This is the identity of the brand. Your brand persona, tone, language and purpose must be executed with fluidity amongst all social media channels. However, your brand’s personality also needs to be a chameleon and morph itself to fit each social platform.
Before going ahead with writing any content, you need to have an established brand identity. There are four key elements when analyzing the brand voice:
- Your business’ attitudes, values, strengths, visions
- Evaluate comparisons (example: masculine or feminine/ young or mature / professional or goofy)
- What do you want your audience to think of when they think of your brand?
- What type of emotion do you want to evoke every time someone thinks of your brand?
- Think about descriptive words
- Some branding personas can include: exciting, humble, professional, influential, prestigious
Example: Cereal brands that use mascots such as the “Silly Rabit” for Trix Are for Kids. This portrays the brand as a fun-loving, youthful and somewhat silly brand. Many brands that target young children/families as their audience will use a mascot or character to portray their brand because it’s very relatable and fun for the audience.
- Factors to consider: are you serious, funny, sarcastic, morbid, charming, happy, etc.
- Consider: diction
- Consider: writing style
- Consider: Does your brand use jargon or slang, how do you use punctuation, will you be formal or casual, will you use emoji’s, what kind (if any) of humor will you incorporate)
Tone is about getting rid of the monotone crap that we write for the search engines and the robots, and replacing it with a style and tone that is relatable to the human audience.
Example: Using tragic situations in attempt to sell commercial products is tacky. (Referring to the Twin Towers example)
- Do not assume your audiences’ level of literacy
- Use plain language terms, short sentences, phrases, etc.
- Use relatable jargon or slang
- Humanize your brand to be at the same level as your audience
Example: Taco Bell’s tweets “You better love Taco Bell”, “#WhyISmile Taco Bell exists” are not promoting the brand or using technical business acumen, but instead simply tweeting as if they were one of us, regular people.
- Establish why your brand is on social media
- Examples: To sell a product/service, inform, educate, entertain, promote etc.
- You need to know your purpose or else your content won’t make sense
Example: Home Depot’s motive is to help people build/renovate/fix their homes, so when they heard of a natural disaster that left a town in shambles, they decided to take action on social media. Home Depot used Twitter to connect with Red Cross in order to reach out and help the community build itself up again.