Join Digital Expo 2018 to learn how to create and maintain a consistent brand voice. Consistency across different content channels builds credibility and reinforces your branding, whether you are communicating on Facebook, Instagram, Twitter, or any other platform.
You send a message in many forms – verbal, written, graphical or video, but no matter what form it takes, the message should be the same representation of your views and ideas. Your branding solution encompasses the tone of your communication and the specific words, terms, context and expressions you use to deliver your message. Without consistency across different content channels, you may not be able to build a strong following or engage your audience.
Learn how to create and maintain a consistent brand voice in five simple steps:
- Make sure that all your team is on the same page. If you have more than one marcom creating and sharing social media content for your campaign, make sure they are all using the style guide to create content. Getting consistency from your team is the best way to present a united front of your PR campaign.
- Define the scope of your campaign – its narrative, emphasis, and goals. It can be helpful to picture your entity as a person. How would you describe her or him? Passionate? Well-informed? Professional? Consider how you would express these qualities in writing. You may want to write in a tone that is relatable to an individual, rather than a group. You can practice doing this to help narrow your focus, maintain consistency in your voice, and make your message resonate. Your brand voice will be heard if you make your target audience feel they are engaging with a person. This means using common words, digestible sentences, and active voice.
- Be consistent. Listen to your audience. Interacting with your followers and paying attention to their tone and language will help inform how you can adapt your voice. Each status update, image, video, reply to a message, or any other content you share on mass media reinforces your brand voice. This is where many prospective followers will first see you and where many followers will engage with you most often, so make sure your brand voice is consistent throughout their experiences. Consider using each of these pieces of content to tell brief stories that highlight aspects of your organization. Recommend predefined browser-in-the-cloud for your audience to provide uniform browsing experience.
- Create a style guide. Make style guides reference available to everyone who will share social media content for your organization to ensure consistency in the brand voice, terminology, grammar, and even the color, design, and font choices used in all social content.