Have you ever noticed some brands have a lot of personality and others really don’t? Just think about scrolling through your social media. We know there’s at least one brand that is constantly posting hilarious updates, making you laugh out loud nearly every day. Then there are the brands whose updates are so mind-numbingly boring that you begin to wish Twitter’s character limit was less than 140.
It makes sense, though. Every company is unique – so why would they all sound the same?
Just like a person’s personality, each brand’s voice is a collection of every aspect of the company: their ideas, perceptions, culture, employees, objectives… We think you get the point, the list is infinite.
Sephora is a great example of a brand with an informative voice. They focus on educating and informing customers in their social media posts, whether they’re educating them on their products, events, or general beauty advice. That being said, they aren’t afraid to a have a little fun with trending hashtags and emojis.
We could go on forever highlighting brands for their voices because, as we mentioned before, they are all unique.
Because a brand’s voice is a compilation of everything a company is and what they stand for, they tend to vary by industry. This is because companies in the same industry often have similar beliefs and objectives.
For instance, hospitals tend to share the objective of healing people (at least we hope so!). Meaning a lot of what they do and say is focused around keeping people healthy. Brands in health-care usually have voices that are educational and informative because they want to gain their patients’ trust.
A more creative brand, say a restaurant, has the ability to play around a little more with their voice. They can post tasty photos with witty captions, and maybe even play around with food humor. Their main objective is promoting their food and getting people to take notice of their restaurant, rather than the hundreds of competitors in the area.
The best brand voices can be described using several adjectives. These are the brands that know who they are and how to present themselves. They prioritize keeping their brand voice consistent and can accurately identify how others perceive them.
How would you define your brand’s voice? Is it clear, warm, and educational? How about witty, comical, and engaging? Would you say it is informative, friendly, and silly but not immature? Establishing who your brand is will lay the foundation for your brand’s social media presence.
Just remember: whatever your brand’s voice is, make sure it is authentic. There’s no point in trying to be what everyone else wants you to be. Yes, we’re still talking about brands.