Perhaps you’ve outgrown the brand voice you worked to establish for yourself on social, or perhaps you never purposefully built one but it just evolved over time. Either way, now it doesn’t fit, but how do you shift it into something new?
We talk through it.
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Establish new ground rules
What new voice would you like to use for your brand? Write out all of the parameters that you want it to fit within: Funny but not snarky, for example, or smart without being a know-it-all.
Be sure you touch on any differences between the tone your brand might take on your blog vs. in email marketing, or across different social platforms. You might sound a little different on Twitter vs. Instagram, for example, while still staying within the main parameters of the new brand voice you’ve mapped out.
Writing out the rules in a clear way will help you both to solidify them and to share them with the rest of your team.
Which brings us to our next point.
Make them accessible
You need to be sure the new brand voice guide is available to the team, especially everyone working on any kind of brand-related communications.
Be sure you’re open to feedback from the team about what is and isn’t working for your brand so you can incorporate it into your guidelines.
You might establish some hard-and-fast rules like no cursing, but otherwise keep things from being too rigid. Most brands want to sound approachable over robotic.
Test the waters
You can also test out some new elements of your brand voice before making any kind of dramatic change. What can you tweak for an upcoming campaign, for example?
If you’re very close with the community around your brand you might consider a small focus group to test your new voice on, or even consult with an influencer you’ve worked with in the past (someone you have an ongoing relationship with, ideally).
Try some different things around social posts or in an email. You can always jump straight into a full change- that might make sense if you’re doing a complete rebranding- but it’s also okay to change things a little at a time and see what your audience responds well to.
Just be sure you hold on to your brand values at your core; your brand voice should reflect and serve to emphasize them.