Sharing ideas, messages, and thoughts have a million ways to be relayed to your audience. Should you include subtle jokes in your posts? Or Use some common lingo from your field? These questions decide the tone and voice of your business.
What is Brand Voice?
Although it’s easy to confuse tone with a voice on a platform, they are quite different. The personality of your company defines your brand’s voice. Is it funny? Do you prefer to be satirical? Or would you instead present yourself as a smart brand on social media? The answer that comes to mind is your brand’s voice.
What is Brand Tone?
Your brand’s tone coexists with your brand’s voice, as it’s the application of voice on the audience on different platforms, during various scenarios. For example, if you generally come out as a funny brand, your posts will mostly include jokes and humour. But when talking about serious events, your tone should shift according to the topic or issue at hand, while keeping your business’s regular style.
What Would Be Considered a Strong Brand Voice?
Being a platform where people can engage in quick conversations, makes Twitter a perfect place of a brand to sound most human as they can. A strong brand voice consists of qualities such as being concise, clear to the point and building conversations. Here are some great examples of a strong voice on Twitter.
How to Build Your Brand Voice on Twitter?
Create a Guardrail
When trying to express your brand on Twitter, it’s always best to set limits for the things you should say, topics you should engage with and words you should use. Obviously, keeping these conditions in accordance with the company policies is a must when building guardrails for your company or brand. Consider this as a safe space for your posts on the platform.
Evaluate your Audience
Always consider the kind of audience you have and the industry you work in. For example, if you have a fashion brand, and most of your audience on social media is from Gen Z, it’s best to avoid overly formal tones when communicating on Twitter. Keeping it more casual would be much better than being formal to get your message through to your audience. Similarly, if you are a B2B focused company, keeping it formal would work much better than being casual with your audience.
Evaluate your Competitors
If you find competitors who regularly get more engagement than your tweets, it will help evaluate the types of posts they generally post. This will help you understand what works best with your audience. At the very least, it might help you get inspired into building a tone that may help you stand out to your audience.
Analytics are exceptional tools for understanding your audience’s response. Identify what tone works best for your brand using tweet metrics with real-time feedback.
Finding the right tone that works might not be as easy, but the key is to keep practicing with new brand voices and tones until you find the one that works best for your business. If you need further help, consider checking this worksheet form Twitter.