It’s not what you say but how you say it. If you’re looking to establish an identity that connects with your target audience, try using social media to develop your digital brand voice.
When you think of a record label responsible for developing iconic voices, you must consider Motown. The label produced groundbreaking artists such as The Temptations, Diana Ross & The Supremes, Smokey Robinson & The Miracles, The Four Tops, Marvin Gaye, Stevie Wonder, Michael Jackson, The Jackson 5, Martha & The Vandellas, the Commodores, Lionel Richie, and many other artists.
When Berry Gordy founded Motown in 1959, race relations in America were at a pivotal point. Gordy capitalized on White teens going crazy for the rhythm and blues produced by black artists. Gordy fulfilled this need by developing a roster of prolific artist that captivated this audience.
The Motown sound was born.
So, how can you establish a brand voice that makes people feel as good as they do when listening to some Motown classics?
How to Use Social Media to Establish Your Digital Brand Voice
To establish a digital brand voice for any brand, you must consider your audience, offering, and organization.
In Motown’s case, their audience was consumers who have never heard this type of music. They offered something that their audience loved—the classic rhythm and blues.
Gordy found the sweet spot for producing that Motown sound. He had all those key elements in check and the number of Rock and Roll Hall of Fame artist is proof.
For your brand, finding your sweet spot involves:
- Understanding your audience – Have a good understanding of who buys from you. What are their challenges? What is keeping them up at night? It is important to determine this as it will contribute to your digital brand voice.
- Delivering value from your offering – Your digital brand voice must convey the value that your organization is providing for your audience. What problem does it solve? What value does it bring to the lives of your customers and clients?
- Conveying your organization’s core values – This is probably the most significant of the 3 attributes of your digital brand voice. What is your organization’s purpose? What you say and how you say it directly correlates to your organizational culture, vision, and mission statement.
By aligning these three components, you’ll have the framework for shaping your digital brand voice.
You need to understand how your brand voice affects your digital brand.
So, let’s take a deeper dive into the three tenets of digital branding.
Your digital brand voice must convey personality more than ever before. The goal is to tell your story and engage people with who you are in a familiar and meaningful way. A consistent brand voice allows your audience to build a memory structure around who you are and what value you have to offer.
Your tone of voice represents who you are, but considering your audience can also help you target them effectively. The Facebook Newsfeed change will affect your visibility as promotional messages are inhibited from being displayed on user’s Newsfeeds.
As you post personal information about your brand, your credibility will increase as users begin to know, like, and trust your brand.
Language connects us all; it moves us, it engages us. Through your tone of voice, you can decide how to tell your story and how you sound will affect people’s connection to your brand.
Motown was considered credible as many considered its music as the soundtrack for the streets. It connected consumers with groundbreaking music.
That’s how Motown was able to create its signature sound!
4 Components of Your Digital Brand Voice
The four components that make up your digital brand voice.
Source: Stephanie Schwab
Below are good examples of brand voice executions.
Character – is a set of human characteristics that are attributed to a brand’s voice.
BAD: “Don’t miss the Dog Days Sale, unless, of course, you don’t love your dog!”
GOOD: “Break out the biscuits and celebrate! The Dog Days Sale is here. What pet products are you stocking up on?”
Purpose -an ownable point of view which delivers genuine value to consumers.
BAD: “We have the best sale in the world! Buy now or miss out.”
GOOD: “We love our dogs – which is why we love the Dog Days Sale. Get everything you need for your best friend right here.”
Language – is the body of words, phrases, and terms that an organization uses to describe its purpose or products.
BAD: “We have lots of fab stuff for you and your kitten. Be ITK on our BOGO sale.”
GOOD: “Our Buy One, Get One sale is the cat’s meow! Stock up now on our favorite kitty treats, toys, and essentials.”
Tone – is not what you say, but how you say it. Your tone is not only the words you choose, but their order, rhythm, and pace.
BAD: “We think Wire Terriers are the best. Send us a pic.”
GOOD: “Our Breed of the Week is Wire Terriers. Bring yours in & we’ll take a pic for our Wall of Fame. What’s your favorite breed?”
Digital Brand Voice Action Plan
How will you deliver a unique message? Being different is what separates you from the competition (both literally and figuratively).
How will you be transparent? It is expected that brands are transparent when communicating on social media. So, in what ways do you think your brand can open up more and let your target audience understand you, your business processes, and the person or people behind the brand?
After you have engaged with your audience, how are you going to express your promise of helping the consumer? Similar to in the physical world, in the digital space sometimes people just aren’t inviting. They may have a voice that isn’t warm and welcoming. When asked a question, they may respond in short fashion and not elaborate to ensure the person understands. Ultimately, your digital brand voice should be the opposite.
Consider personality the window to the soul of your brand.
When people engage with your digital brand what impression will they walk away with?
Would you like to be seen as full of life or laid back?
You must express the true energy of your tone so that you can deliver to your audience what they expect of you.
Social media is a great medium to develop your digital brand voice. It can be used to convey your brand’s personality, transparency, and authenticity. All of which can help your brand build an identity that will resonate with your audience and help to convert them into customers and clients.
So, how can you establish a brand voice that makes people feel as good as they do when listening to some Motown classics? I would love to hear your ideas in the comment section below.