Whether you’re building your digital presence from scratch or infusing an existing space with fresh content, one of the first things you need to consider is how your brand is perceived online. The best way to do this is develop and refine your voice for social media, website content and more.

As a business, you need to show potential customers what you do and what you offer. The four points to crafting your message are:

  1. The problem you solve
  2. What you promise
  3. Distinguishing benefits
  4. Unique Selling Proposition (USP)

Below is a step-by-step process that starts with asking questions to get you thinking strategically about your business. Begin with the end in mind – what results are you trying to achieve? Ask yourself the below questions to help connect you from the pre-planning stages to your end result.

  • Who is your audience? Do you work directly with consumers or constituents, or do you offer a product or service to other businesses? Do you communicate with multiple audiences? You’ll need to write content and present it differently if you work directly with consumers but also need to report to stakeholders. Write down who your potential audiences are, and you can develop a voice style guide for each audience. Spend time in developing your buyer personas – This is one of the most important steps in determining your marketing strategy.
  • What is your message? Your tone and voice will differ greatly if you work with humanitarian relief efforts versus a corporation. Along with audience, your message needs to be clearly defined. A toymaking company will have a much more playful tone than a tire distributor, who might be focusing on performance, speed, or efficiency. Remember the four points I mentioned earlier in crafting your message.
  • What qualities do you want to portray? While you may not be able to control what people do with your brand once it’s in the public sphere, you can control how you portray your business. Think about your culture and qualities you imbue. Are you a compassionate brand? An aggressive one? Listing out adjectives that represent your brand can help you strengthen your message, get targeted with audience segmentation, and define your calls-to-action.
  • What are your calls-to-action (CTAs)? The call-to-action is what compels or drives people to contact you, order your product, hire you for services, and so on. When you’re thinking about your voice online, you need to consider what action words will be part of your CTAs. “Buy” and “sell” are different than “earn” or “make,” even if you’re guiding a customer to the exact same goods or services.

A great brand is built around a strong personality, and a strong personality has a distinctive and recognisable tone of voice.

Once you have decided how you sound, everyone in your organisation has to know.

The designers, developers, sales folk, admin staff and directors. You need to tell your employees, you’re an ambassador. All people in the company speak to others on the phone, send letters and emails, meet people in person, meet customers, write content and go to meetings. If they don’t all know the tone then it won’t be consistent. Consistency is key!

Bios and photos should be part of your “voice.” Brainstorm how you wish your team and company to be perceived. You’ll want to look approachable, creative, yet also business-minded and focused. Update LinkedIn profiles – Many companies still forget the importance of LinkedIn.

It may sound straightforward, but sometimes it is as simple as defining your audience or audiences and going from there. By merely segmenting your audience into different groups, you can tweak your message, its delivery, and your CTAs. Be organized in your approach to developing a brand voice and your organization will shine through in your content and online presence.

Need help with developing your brand’s voice? Get in touch with me for a workshop or online consultation. We’ll work side-by-side to ensure you attract the right audience by communicating the right message.

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Adel de Meyer

Social Media Strategist | Live Streamer
Adel de Meyer is a New Media Specialist, Brand Influencer, Author and Mentor based in Gold Coast Australia. Adel is listed as a Top Digital blog, Top 20 Social Media coach and Top 100 Marketing Influencer of 2017 and has worked with many global brands some including Hootsuite, Pitney Bowes, Adobe, Brand24 and Huawei as a Brand Influencer. Adel regularly writes articles on analytics, influencer marketing, technology and personal branding with some of her work seen on The Next Web (TNW) and Business 2 Community.Adel works closely with global SMB enterprises, Entrepreneurs and Personal Brands by using Social Media and Technology to captivate their audiences. Adel is recognized as a leading Instagram and Twitter Influencer on Social Media and Business in Australia. She loves coffee and creative minds!
  • Heather

    Thanks Adel! This is something I definitely need to refine! Great points. Pinning as a resource =)

    • You are welcome Heather 🙂 Thanks for reading and pinning and I hope you have huge success implementing these tips! 🙂