You’ve done the hard work on establishing the absolute best brand voice for your business. Your website copy, blogs, and PR materials are all on point. The last frontier? Your brand’s social media presence. The brand voice you so carefully curated may flow beautifully on various mediums, but transitioning that voice to social media requires a slightly different approach. 

Here are five ways to transition your brand voice to social media:

#1 – Before You Develop Your Brand Messaging, Ask Yourself: What’s My Brand Persona?

The vibe your brand should embody on social media might not be exactly the same as the one you embody on other mediums. Of course, you want your brand messaging to be consistent and in the same ballpark as your messaging elsewhere.  However, you’ll most likely want to adjust it for your social media audience

Consider what part of your brand’s personality you want to show off. Is your brand more laid-back, cool, but informative? If so, shouldn’t your messaging embody all those things..?  

Is your brand persona built around luxury? Then the language of your posts and the aesthetics you use should frame your brand as lux, deluxe, and high-end. 

Is your brand home-made, grass-roots, and approachable? Then you’re going to want to post things that inspire what your business makes, and write conversationally.

Think about how you want to come across on social media, and write down a few descriptors you can use for your Facebook posts, Tweets, Instagram captions, and even your Instagram Hashtags.

They can be adjectives, names of people, or like-minded brands. There are no real wrong answers, but drilling down your businesses’ vision statement can help. 

Maybe the persona your brand adopts will be “Witty and Warm Lady That Loves Cats, Crochet, and Green Tea.” Try to marry your brand with what your business provides, but also craft an authentic persona. What matters most is finding out what your brand stands for and how you want to frame that with language and visuals.

#2 – For Social Media, Try To Keep Your Brand Voice Casual

For Social Media, Try To Keep Your Brand Voice Casual

One advantage we have over our (eventual) robot overlords is our ability to communicate from a place of humanity; to connect to people in a personal way. 

The more your brand sounds stiff like a cyborg, or uses jargon that the average reader might not understand, the more your audience will be turned off.

You can avoid this by following something I call the James Taylor Rule: you’ve got a friend. Talk on social media like you’re talking to your best friend if that’s appropriate for your brand. It’s casual, personal, maybe fun, but never overly formal (unless you and your friend are both butlers from the Downton Abbey era, in which case, do what works for you.) 

For example, let’s say you are selling artisanal soy wax candles you make in your Brooklyn studio. You’re doing a post about your new line of seasonal scents, and you’re trying to figure out what to write for your posts. 

Option 1: “Hello followers, we have new scents in exciting fall and winter aromas that will be pleasing to the olfactory system. Click and buy.” That is a very boring post that sounds like it was written by either Rosie the Robot maid from The Jetsons or a hall monitor. You should be using social media storytelling, so you need to consider how to best tell that story.

Option 2: “Do I smell pumpkin spice, cinnamon and apple, and :sniff: pine needles? That must mean our new fall/winter collection is in the house! Snow excited. Get yours today and breathe in that cool crisp air with a *hint* of firewood.” I already have all of their products in my cart, that’s how convinced I was from that post.

#3 – Consistency Is The Key to Social Media Brand Growth

Consistency Is The Key to Social Media Brand Growth

There’s nothing more confusing than when a brand changes its voice from platform to platform. Sure, Twitter has character limits and you can’t post links in Instagram captions, but that doesn’t mean it’s cool to change your whole bit. 

Remember when we talked about finding out how to embody your brand’s persona? That shouldn’t change, no matter the platform. If your brand is about Empowering Women, and you feature that on Instagram, you have to Empower Women on Facebook, too. 

Are there tiny adjustments that can be made? Sure. For example, Twitter moves faster than the other platforms, it’s more conversational. Facebook moves slower, so it might be a place to be more personal. Instagram skews younger, which could be helpful to keep in mind. But in general, overall, keep your messaging consistent.

#4 – When in Doubt; Follow Your North Star

Struggling with brand voice? When in Doubt; Follow Your North Star.

Every brand should have a North Star. This is your guiding vision statement—a set of beliefs that embodies your messaging. Using the candle example from earlier, let’s say your North Star is “Natural is best and pleasant aromas are healing.” Reflect those beliefs with what you write, and what images and videos you post.

Maybe that means posting content that supports those values, like an article about homeopathic remedies or news about environmentalism.  

It could also, more abstractly, be applied to how you show your brand voice on social media. Keeping in mind your North Star, let’s say your vibe is “Inspo Spiritual Healer.” These posts are going to have a different tone, and a different voice, than a brand whose North Star is “Drill baby drill, oil is just darker gold” and whose vibe is “Yosemite Sam meets Carnival Barker.” 

Keep in mind why you’re saying what you’re saying, and align yourself to your brand’s mission statement. 

#5 – Relatable Content Creates Your Community

Relatable Content Creates Your Community

If you want more followers (and customers!) for your brand, and to engage with them in a meaningful, you’re going to have to be relatable. On your website, blog, or mission statement, you can be the ultimate authority. But social media is like a huge, overpopulated high school. If you want your brand to be the talk of the town you can’t just tell everyone why you’re great all the time.

You have to be interesting, ask questions about other people, and yes, be relatable. 

Talk to your audience like you are one of them, and they will let you sit with them at lunch. Ask them questions they want to answer. Find out what’s interesting about your niche, not just what’s interesting about you. 

Otherwise, your business is going to get shoved into a locker like Screech, when all you wanted to embody was Zach Morris. 

Using Your Brand Voice on Social Media is Tricky, But it Doesn’t Have to Be

These tips and tricks will get you headed in the right direction. Pretty soon your brand will become the world-changing, social media superhero it was meant to be (not all heroes wear capes). Ultimately, this is a journey of discovery, and like all great journeys, there will be trial and error. As long as you follow your brand’s North Star—or vision statement—you’ll always find your way. 

Go forth and post, find your authentic voice and speak loud and proud, like a newsie selling the paper at the turn of the century. Read all about it, in 290 characters or less.