Thread by @barryonyango

#BrandVoice – Should It Remain the Same Across All Social Networks?

Let’s delve in,shall we?
#Thread!!

First things first. Brand voice is just one part of a brand. It works in concert with your visual system,your digital presence,your social media connections,your product packaging,and your event and experience branding. And it’s driven by brand strategy and marketing fundamentals

How is your brand personality determined?
This should be my first question to you; is it largely determined by the words you use in communication, as well as the kind of sentences you write? I’ll leave that to you to ponder about as we continue.

Your brand voice reveals whether your brand is corporate, academic, inspirational,serious, witty, funny,and so on. Master that.

When defining a company’s or personal brand voice, the problem is that rigid guidelines can stifle you. Your brand’s personality has to appeal to different people in different locations, so like a human personality, it has to retain some elasticity and a lot of us miss that.

For eg,your blog posts may appear enthusiastic and professional,while the promotional copy for your social media shares should be witty & full of life. I’ve learnt this from the master @VinieO,check out vinieo.co.ke and compare the tone on the blog and on his timeline

Ask yourself; If your logo didn’t appear with your content, could your audience identify the content as coming from your brand? Would someone viewing your content on different channels know it all came from the same brand?

If you’re not careful, you can end up with a random assortment of voices and tones in the content produced across your playing field that doesn’t provide a consistent picture of your brand, or even use the same language consistently.

You may be asking why a brand voice matters – isn’t it more important to work hard to make your brand sound more human? A brand voice, though, isn’t about the creation of a non-human voice. It’s about being consistent with the voice you are creating –

positioning yourself as an easily identified and authoritative source for your area of expertise. Similarly, a consistent brand voice and vocabulary is essential to implementing localized content and intelligent content strategies effectively.

I’d like to suggest that you shouldn’t actually try to finish creating the perfect brand voice. Brand voice is not fixed. It’s fluid — keeping pace with your audience, working across new communication channels, and communicating in fresh new ways.

To conclude, your brand voice does have to stay coherent across all social media channels. However, every social network is specific and attracts different people.

The best brand voice strategy is to have an inner brand voice, but deliver your messages and engage in slightly different tones that resonate the best on each social network.

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