Finding Your Voice on Social Media

Just like people have their own voices, brands "talk" in a certain way, too. Brands develop their voices through their ads and content, and eventually become recognizable just by the words they choose. It's part of their marketing strategy (or if it isn't, it needs to be), and I think it's one of the most important parts of the strategy.

In the same way a person's tone of voice works, a brand's voice can attract more people, or turn them away. If a person is too sarcastic or too abrasive, are you more or less likely to talk to them? Brands' voices work the same way. Some people may like drier or more sarcastic voices, and in some cases, it may work. Ever seen the Friskies "Dear Kitten" video?

This is one example when I think a drier voice works and is actually entertaining. But I also believe there has to be a balance: a brand can't be too dry or sardonic, or else eventually it may turn some consumers or audiences away.

To me, the best brand voices are those that stand out. There are so many brands and voices out there that you've got to fight through the clutter somehow. So do something that makes you stand out. Employ a certain vernacular, a certain personality in the ad copy that makes your brand different from everyone else, but arguably more importantly, different from your competitors. That's the point of developing a strong voice, right? Stand out and be fabulous.

Another huge key to your brand's voice standing out is consistency. A brand must keep its voice tone, vocabulary and personality consistent if it wants to build recognition and audience support. If a brand sounds fun, youthful and exciting one day, and then sounds old, gritty and boring the next, then the audience will likely be confused. If they like something a brand does, then the brand should keep doing it. This generates recognition, which is also key to a brand's success.

And lastly, a brand has to own it. If the voice they've developed is what they want it to be, and what they think will be successful, owning it will show that they're confident in it and are proud to employ it. People like confident voices. Brands like confident voices. Find your voice and own it.

What are your keys to finding your voice on social media? What makes a brand's voice appealing and successful to you?