When it comes to building a voice for your brand that will be heard, it can be hard to know where to start – especially since the current climate constantly challenges us to find the balance between being politically correct, yet bold and original. Companies like Wendy’s have blazed a trail for successfully defining a brand voice that exudes unconventional charisma, perfectly balanced with humor and attentiveness to the world around them.

But, what’s important to know is that the “Wendy’s voice” isn’t your brand’s voice – but how do you find out what is? Here are some tips that can help you use your social media accounts to build trust, set you apart and influence your followers by establishing a consistent voice online.


Determine the end goal of your social media posts

Are your pages meant to serve as help for customers? Are they meant to attract a new audience? Knowing why you have a social media account for your brand is a helpful first step to determining your tone of voice online. You’re going to want your voice to reflect your purpose, especially if you’re replying to complaints online.

Know which age group you’re targeting

In addition to knowing why you’re posting, you should know who you want your posts to reach. A report from SproutSocial notes different brand behaviors on social media that cause different age demographics to unfollow brands. For millennials, it’s a bad experience with the brand online and annoying behaviors. Maybe don’t be spammy when trying to reach Baby Boomers. You want to make sure your tone of voice aligns with the audience you’re trying to reach.

Know how much you’re willing to push the limit – and keep it in line with your brand’s beliefsClick To Tweet

Know how much you’re willing to push the limit – and keep it in line with your brand’s beliefs

Set those guidelines beforehand. One helpful exercise suggests ensuring you know your brand’s personality. Ask yourself: What does our brand stand for? What kind of culture do we want to promote?


If it’s been done before, switch it up

With many brands starting to capitalize on unique and unexpected tones of voice, I suggest that you make sure your brand’s voice isn’t becoming trite. Wendy’s has certainly capitalized on the snarky tone of voice on Twitter, while Moon Pie has a bit of a stranger tone. Try to set your brand apart in some way while still gaining inspiration from accounts like these.

Fast Company

Your tone of voice on social media should be purposeful and intentional. What brands have earned your loyalty or appreciation from their social content?

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