You might have your elevator pitch down, and you might have a new strapline to display alongside your logo, but do you and your team really know the personality behind your branding?
Do you know how your brand speaks, who it speaks to and how it reacts in stressful situations?
I’m not talking about the introduction to the brand document you pass to new staff members on their first day of the job and I’m not talking about the logo guidelines drawn up by your communications team. I’m talking about defining the way your brand acts, speaks and reacts every day, be it walking down the street to lunch or through its daily interactions on Facebook, Twitter, Instagram or Linkedin. The “brand voice” I am talking about extends to phone manner and emails written to customers or clients.
You probably already have a brand voice without labeling it as such, but it’s still a useful exercise to sit down with your team every couple of months and tweak or reinforce who you are, what you are trying to say, and how to get this acrosss on social media.
Set aside an hour and allow space for everyone to go wild, scribbling words and ideas all over whiteboards, rolls of paper, or even walls.
The aim of the exercise is to ensure each member of your team is representing your brand in the best possible light and also to develop much greater efficiencies in your social engagement.
Too many small businesses and organisations waste hours on Facebook or Twitter posts that either don’t reach or don’t resonate with their target audiences. Usually it’s because they’re either on the wrong platform, or they’re sharing the wrong sort of content.
Defining who you are and who you are not will help your team determine which networks you should be on, or perhaps more important which you should not bother with, and what you can be doing to make best use of your time on social media.
The second part of the session encourages your team to develop realistic steps towards achieve the brand’s social media goals. It also asks you to come up with specific, realistic targets, such as an increasing your number of followers or shares per post. Reviewing these targets every few weeks or months will help you determine whether or not you are on track, and allow you to make adjustments to your social media calendar.
Need to find your voice? Drop a message to firstname.lastname@example.org