|After investing your time developing your brand voice and building a following on social media, the last thing you want is for that audience to fall away when you go on holidays and leave it all in the hands of a colleague. Whatever your product is, a style guide will help keep your brand voice in check.|
Finding your Brand Voice
Making a Voice Chart
You’ve signed up for all your socials and ready to rumble, but when you delegate a couple of the profiles to someone else on your team, your audience drops away, confused. … HELP!! I’m Andy Le Roy and I’m Louise Poole, and we’re giving you the insights that elevate you as the expert in your field
Andy: It’s something we’ve had to look at a few times now, Louise.
Louise: That’s right Andy, for every new program we create for Welcome Change Media, we have to think about what the voice of that program or product is.
Andy: Who are we speaking to becomes the central focus when putting together social media strategies.
Louise: And that question, along with the values we have chosen for each venture is what shapes the voice of that brand.
Andy: Let’s take the Any Excuse For Fashion project as an example.
Louise: I know you never expected to be co-running a plus-size ladies fashion project as part of your everyday
Andy: True, but the thing I’m really committed to is being faithful to the voice you have created for the project since you started it.
Louise: And this is true for Elevating Experts for Welcome Change Media as well.
Andy: While we don’t want to ignore our stellar personalities, certain conversations are best had in a way your audience is happy to receive them.
Louise: That’s right. For example, while it’s perfectly reasonable for me, or whoever’s posting to Any Excuse For Fashion to have a rant about how hard it is for larger people to find nice clothes that fit…
Andy: That same tone on the Welcome Change Media socials would sound extremely out of place.
Louise: Right – unless that’s something we chose to incorporate as the voice for Welcome Change Media.
Andy: Which we haven’t.
Louise: But we could if we wanted to.
Andy: The most important thing to consider about your brand voice on social media is consistency, so while we could have chosen to make sassy remarks a part of the Welcome Change Media personality, we have chosen a friendly, professional tone.
Louise: It’s the same when we’re looking at our individual Insta feeds. Louise Poole has a different voice to Welcome Change Andy.
Andy: And both are different to any of the programs we make.
Louise: So once you’ve explored your brand voice using any of the available resources on the world wide web.
Andy: We’ve popped a couple into the show notes.
Louise: The next important piece of the puzzle is to make a brand voice chart.
Andy: So when your team grows enough to hand over the socials to someone else, they know exactly how to relate to the audience your business has grown.
Louise: It’s a bit of a journey, but one worth taking. Here’s a quick recap on what you need to do when it comes to your brand voice
Andy: Start by asking yourself who your audience is. Who are you speaking to?
Louise: Have a look at your brand values as well. What are some character traits you can identify in your brand?
Andy: Is it sassy or demure?
Louise: Is it cheeky or serious?
Andy: Once you’ve identified these factors, write them down!
Louise: A style guide is going to be your best friend for when it comes time to hand over the reigns.
Andy: Like anything else we do, consistency and regular review are your best bet.
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Elevating Experts is a Welcome Change Media Production.