Developing and maintaining a brand voice is vital.
Finding an authentic brand voice is one of the many things that goes into being successful on social media. Similar to managing content, a brand can ruin their reputation if they do not get the brand voice correct. As the popular brand, Buffer, says “We don’t want brands talking at us as if we’re dollar signs.” We don’t want our thoughts interrupted while we are scrolling through the news feed by a voice that doesn’t make sense or appears like an advertiser. For brands to be successful on social media they have to create and maintain a brand voice relevant to their consumers.
A brand voice is how a brand or company appears on social media. It is their personality. Having a personality on social media is important because it creates a feeling of trust between the consumer and the brand. The greater the sense of trust, the greater the profits for the brand. While a brand wants to stand out and be noticed they don’t want to do so in a negative way on social media. Social media is considered a private sphere of everyday life and consumers don’t want to be inundated with advertising messages in their private space.
As a brand creates a personality online they remove the advertiser persona and become more relevant to their consumers. As brands become more relevant they become part of consumer conversations on social media. These conversations result in extra and unpaid marketing for the brand. Consumers are opinionated and take to the internet with their opinions. If a brand is actively social with a reputable voice they will be engaged in much more positive conversations about them.
It is important a brand sticks to their personality. Consumers will get confused and even annoyed by multiple voices. Red Bull is a great example of sticking to a single personality but using it in multiple ways. The Red Bull Stratos Project was a feat of science for the company. Red Bull sent a man to the stratosphere to free fall back down to Earth and break the sound barrier. The project was successful on its own but in terms of brand voice the project is a shining example.
Red Bull has long been known for their “It gives you wings” slogan. They typically have mini cartoon skits showing the ability to do something simple with the beverage. Red Bull wanted to keep their “limitless” personality and increase their credibility so they took to the Stratos Project. By doing so Red Bull ignited fire in their fans and found a way to relate to a whole new group of consumers. The Stratos project exemplified the limitless possibilities and exhilarating sensation one can feel from consuming a Red Bull. Their twist on their fearless personality has brought Red Bull to the forefront again.
While it is important to have the correct brand voice it is even more important to be authentic. Brands like Red Bull and Buffer don’t gain followers simply because they have a personality. They gain followers because they have a unique and natural brand voice. If it’s not natural, it won’t work, especially on social media. Social media is such a natural part of so many lives it can be relatively easy to spot out what doesn’t belong. Social media is also a place of over analyzation. Users scroll through newsfeeds and come to know millions of people by their statuses. If you have to force the voice the readers will have to force themselves to read it.
A brand voice can make or break you on social media. It is the personality of the brand and the way to gain trust and a following form consumers if executed correctly. A brand voice takes time and a lot of planning but its rewards are well worth the effort because they create a loyal following of consumers and marketers.