Effective communication is key for businesses. One component of a successful communication plan is the ability of a business to let their brand personality shine through in their social media. The article below shares how to do just that. CK
Article written by Mark Schmukler originally appeared in Marketing Insider Group on May 25, 2020.
You know your brand. You’re a marketer or business owner, after all. But, conveying your brand’s personality to your audience on social media isn’t always easy. Of course, when it comes to branding, your logo, color palette, fonts, and tagline are important, but the voice of your brand is what will truly influence your audience and readers.
Now especially, it’s crucial to adjust your messaging and the marketing tactics you use to reach customers and prospects. To ensure that you communicate the right message to your customers and prospects (and do so on the right channels), download this helpful guide. But in addition to adjusting your messaging and tactics, how should you determine the personality and tone of voice of your brand?
In this blog post, we’ll provide a quick overview of how to define your brand personality, identify your voice, and help you establish what types of messaging to deliver, so you can communicate effectively.
1. Define Your Target Persona’s Personality
Before you can convey your brand personality through social media, you need to define it. Defining your brand personality starts with establishing your target buyer persona(s).
To do this, you’ll need to:
- Identify your target market
- Find out where (and how) they search for information
- Outline their most common pain points and what they value
- Determine what type of messages and personal elements speak to them
You can do this by sitting down with key stakeholders and team members. With this information, you can start to create a content strategy and messaging platform that answers the following questions:
- What sets us apart from other brands?
- How do we want to be portrayed?
- Who are we creating content for?
- What do we want to offer our audience on social media?
- How does our audience use social media? What kind of language and tone do they typically use?
Once you have an idea of who your audience is and a content strategy that makes sense, you’ll be able to begin creating social media content that resonates with them based on their personality.
2. Find Your Voice
Now that you have answers to those questions, you’ll begin brainstorming a list of adjectives you can use to describe your brand’s voice. Choose five or six that best represent the brand you want to be.
Think about adjectives like: Professional, candid, bold, relatable – words that will guide the personality and tone of voice that your brand takes on. Any marketer or writer who works on your brand’s content should be able to understand and leverage these adjectives to match your brand’s tone.
Whatever you decide on, know that consistency is the key to social media success. The language and tone used in your posts must always match the personality of your brand, on all channels.
Your brand’s personality hinges on its voice, whereas the tone you use will vary depending on the channel and circumstance. To establish uniformity across of the social media channels you use, develop voice and tone guides for your team to use.
3. Determine Your Preferred Social Media Channels
Every social media channel is different and has its own unique style and conventions. To succeed in conveying your brand personality, think about:
- Who your company’s target personas are
- Where they spend their time
- The category (B2B or B2C) your company falls into
Then, find the channels that best align with your brand and the type of messaging you want to deliver.
For example, if you’re marketing to professionals as a B2B company, LinkedIn and Twitter are the best channels to use. LinkedIn’s InMail and Sponsored Content features are great tools to use.
Be sure to note the differences between each social media channel and identify what tone you will use to answer questions, respond to criticism, or share customers’ posts.
4. Establish What Kind of Message You Want to Deliver
The channels and language you use to deliver your messaging are just as important as the content itself. Think about how you want to present your brand to your audience and how you want to use each of your social media channels.
Do you want to use social media exclusively for self-promotion? Or, do you want to create educational content for your audience and aid them in their discovery and research by sharing relevant industry articles and thought leadership? Perhaps you want to try a little bit of both.
Once you know how you plan to present your brand and how you’ll use each social media channel, you can begin cultivating a connection with your audience.
5. Cultivate Connection with Your Audience through Storytelling
Finally, one of the best ways to convey your brand personal using social media is to tell stories. Everyone identifies with stories, and your brand can use them to connect with your audience and establish an emotional connection, whether you’re marketing to other businesses or consumers. Good stories also prompt your audience to share your content and invite others to join the conversation.
A great tool for storytelling is Lumen5…this tool lets you easily create short videos to post on social media that bring your post to life…etc.
Convey Your Brand Personality Through Social Media Successfully
How you convey your brand personality on social media can make or break the relationship your audience has with your company. To successfully convey your brand’s personality, follow these steps, and keep in mind that your brand represents your business, and your mission and vision, even on social media.
Develop a distinctive voice that communicates your brand personality accurately and in an authentic way, and people will connect with and remember it.
After all, that’s the ultimate goal of social media, isn’t it?