We’ve often hear of brand voice. Melinda Flores from Interbrand indicates that your brand voice:
best delivers the messages you’re trying to send and shapes the perception of your brand not only through what you say but how you say it.
Social media requires you to not just focus on what you say and how you say it, but you need to establish a brand personality.
Radio, print, television, billboards allow you to establish your brand’s voice through placement, visuals, words and more. It ends there.
With social media, the communication is reciprocal – meaning you talk with your customer, not to them.
We’re creatures that crave personal connections. So when we’re asked to talk with a logo, it feels cold and unnatural.
I’m not suggesting that we stop using logos on social media and replace them with faces, but there are ways to encourage that sense of belonging and personal connection by giving your brand a personality.
Include Individuals in the Branding
TD Canada Trust does a great job with this. They include avatars and first names of those managing their Twitter account. Whenever they post, they indicate the initials of the poster. While TD’s profile image is indeed their logo, this helps customer feel that they are talking with a real person.
Sometimes you may not be able to include avatars of employees because of policy or the limitations of the network. You can at least include the employee’s first name or initials.
The above Facebook update is from a local radio station. You can tell that this post is from Tim and if you’re a regular listener of the station, you’ll make that mental connection.
Care and Have Conversations
Including Faces and names of your employees is a small way to give your brand a personality.
A more effective way would be to actually care about customers. Before you send me a bunch of hate mail insisting that you do care about your customers, hear me out.
I know we all care about our customers. They are our organization’s lifeline afterall. But do you show them you care. Years ago I heard a quote which applies to this:
People don’t care how much you know, until they know how much you care.
Ask your customers questions. Not just hollow questions that you think will increase ‘engagement.’ But questions that build community and trust among the community.
The above conversation thread is from the Lethbridge College Facebook page where the question was asked why you ‘liked’ Lethbridge College on Facebook. Earlier in the thread, Amber indicated that she was looking into the environmental science program at the college, but finally decided on a program at a college closer to home.
Those focused on the sale may have ended the conversation. While one of the goals of the Lethbridge College Facebook page involves marketing and recruitment, we ultimately want to foster a sense of community.
True friends celebrate the successes of their friends – even it if means they move away.
What are some ways that you’ve been able to give your brand a personality on social media? Please share below.