{"id":12663,"date":"2023-11-07T04:04:37","date_gmt":"2023-11-07T04:04:37","guid":{"rendered":"https:\/\/www.britopian.com\/?p=12663"},"modified":"2023-11-19T08:22:22","modified_gmt":"2023-11-19T08:22:22","slug":"b2b-brand-voice","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/content\/b2b-brand-voice\/","title":{"rendered":"Best Practices To Develop an Ownable Social Media Brand Voice"},"content":{"rendered":"
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Key Takeaways on B2B Brand Voice & Tone \ud83d\udcc8 \ud83d\udcca<\/h2>\n\n\n\n
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Social Media Requires a Humanized B2B Brand Voice<\/strong>: Social platforms necessitate a balance between professionalism and casual, real-time engagement, making rigid corporate speak inappropriate. Brands must navigate these platforms with a voice that feels individual and part of the collective community conversation.<\/li>\n\n\n\n
Alignment with Core Brand Pillars is Essential<\/strong>: An influential social media voice is a blend of a company’s foundational values and the unique discourse style of each social platform, ensuring a relatable yet distinguished presence. This strategic alignment helps maintain brand integrity and relevance across social media ecosystems.<\/li>\n\n\n\n
Key Attributes of Social Media Voice<\/strong>: Consistency, clarity, authenticity, and adaptability form the cornerstones of a successful social media brand voice, ensuring recognition and trustworthiness across various channels. These attributes help brands to be perceived as dependable and engaging, building a loyal audience over time.<\/li>\n\n\n\n
Use of Brand Archetypes to Define Voice<\/strong>: Leveraging brand archetypes can provide a scaffold for creating a social media voice that is authentic to the brand and emotionally resonant with the audience. By embodying these archetypes, brands can communicate in a way consistent with their identity and adaptable to the fluid nature of social interactions.<\/li>\n\n\n\n
Evolution of Brand Voice with Social Conventions<\/strong>: While a brand’s voice should remain consistent, it must adapt to the ever-changing landscape of social media trends and user behaviors. This evolution is crucial for staying relevant and connecting with an audience whose expectations and language use may shift over time.<\/li>\n\n\n\n
A Defined B2B Brand Voice is Crucial for Differentiation on Social Media<\/strong>: In a crowded social media landscape, a distinct brand voice helps set companies apart and shapes how audiences perceive them amidst the noise. Establishing a brand voice that is both consistent and adaptable to platform norms is key to fostering recognition and building a community.\u200b<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n
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What is a Brand Voice? <\/h2>\n\n\n\n
Establishing a distinctive brand voice on social media platforms is crucial yet challenging. Unlike formal websites and documents governed by rigid brand guidelines, social conversations require a more human, approachable voice. Brands must blend professionalism with casual language patterns that resonate in the more personal, real-time world of social networks.<\/p>\n\n\n\n
An optimal social B2B brand voice originates from the company while feeling relatable. It aligns with core brand pillars like mission and values while adopting the conversational nuances of each platform community. For example, educational brands strike an informational tone with accessible language on Twitter while showcasing expertise through thought leadership content on LinkedIn.<\/p>\n\n\n\n
Key attributes of an effective social media brand voice include consistency, clarity, authenticity, and adaptability. While the voice may change subtly by platform, it remains recognizable as the brand across networks. Personality shines through without compromising substance. And despite consistency, the voice evolves appropriately as new social conventions emerge.<\/p>\n\n\n\n
Here’s a great explanation of brand voice:<\/strong><\/p>\n\n\n
Specific adjectives commonly used to describe brand<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
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With research insights, companies then craft voices tailored for each platform community. The brand voice on Twitter, for instance, often differs from a more formal LinkedIn tone, given the varied users.<\/p>\n\n\n\n
Next, B2B brands prototype content across channels and collect feedback. Testing refines the voice, ensuring it resonates as intended. Brands also develop guidelines to maintain consistency across teams and networks.<\/p>\n\n\n\n
Monitoring metrics like engagement and sentiment provides ongoing voice insights. As perceptions shift, brands recalibrate language and style accordingly. An adaptable social voice sustains relevance amid ever-changing consumer behaviors and interests.<\/p>\n\n\n\n
With relentless testing and optimization, brands harness social media’s voice potential. The authenticity forged enables meaningful audience connections, ultimately building distinctive and enduring brand affinity.<\/p>\n\n\n\n
Step 2: Establish Your Social Tone of Voice<\/h3>\n\n\n\n
Once a brand identity is defined, the next step is establishing an aligned yet unique social media tone of voice. Unlike formal websites or email messaging, social channels require more human, conversational language.<\/p>\n\n\n\n
Table: Custom Tone of Voice Per Channel<\/strong><\/p>\n\n\n\n
Platform<\/th>
Tone<\/th>
Examples<\/th>
Considerations<\/th><\/tr><\/thead>
LinkedIn<\/td>
Professional, educational<\/td>
Thought leadership, industry expertise, workplace advice<\/td>
Aligns to B2B focus, expert positioning<\/td><\/tr>
Facebook<\/td>
Informative yet casual<\/td>
Behind-the-scenes, tips and how-tos, spotlight employees<\/td>
Allows more personal connection<\/td><\/tr>
Twitter<\/td>
Conversational, witty<\/td>
Polls, current events, engage with followers<\/td>