Social media is a powerful tool but you need to make sure that your content strategy on those platforms aligns with the brand’s goals, in each and every post. Employees have a great capacity to reinforce a brand’s core message and personality but only if they are properly prepared. Douglas Spencer President of Spencer Brenneman joined us for the AMPlify conference to discuss how to find the right voice for your employees.
- How to find your brand’s voice. All of the below will influence your voice.
- Start with identifying your brand’s tone of voice. Voice is that by which people identify you and your brand. The tone can be subtle but it is always there. Your brand’s voice can be seen in marketing, employee communications, signage and of course social media. You need to identify your tone of voice first because inconsistency is the number one enemy of a strong brand. Your voice must be consistent across all platforms.
- Next, ask why. Your brand has to exist for some reason other than making money. Find that reason and that is your why.
- Identify what makes you different from the competition.
- Look at you the personality attributes of your brand and its leadership.
- Now when you take that voice (identified via the above traits) to your employees you need to create some guardrails as to what they can say, how they can say it etc. You don’t want to hem them in too much, but give them something to work from so they make decisions that align with your brand and voice.
- Be sure you are showing and telling out in social media the same way you would your employees to be. Lead by example.
- Provide training for your team. Explain the importance of them engaging and sharing the brand. Show them before and after examples and demonstrate how competitors do it.