How to Find Your Unique Social Media Voice
Follow these expert tips to help you be consistent when communicating your brand’s identity online
Whether you’re posting on social media, adding a project to your Houzz profile, or contributing to a community discussion, it’s important to establish a tone of voice that consistently works for your brand. Here, three professionals share advice on how to establish your online voice and stick to it.
Professional advice from: Rosie Ellis of My Bespoke Room; Gabrielle Reinhardt of Berkeley Interiors; Laura Chester of 1909 Kitchens
Professional advice from: Rosie Ellis of My Bespoke Room; Gabrielle Reinhardt of Berkeley Interiors; Laura Chester of 1909 Kitchens
Open up
By being natural and open on internet platforms, you’ll make it easier for people to relate to your brand. “It’s important to decide who you’re talking to and keep it real,” Australian interior designer Gabrielle Reinhardt says. “People like to connect with a person, not just a business, and want to be able to relate what they see or read to their personal life.”
Gabrielle adds that, when opening up online, you should make sure it’s done in a way that relates to your message and brand. Often, these two things come together naturally, as Rosie explains: “I think our tone of voice is so innate within the company, as we hire people who fit in with our ethos, that it’s instinctive for anyone posting online.”
By being natural and open on internet platforms, you’ll make it easier for people to relate to your brand. “It’s important to decide who you’re talking to and keep it real,” Australian interior designer Gabrielle Reinhardt says. “People like to connect with a person, not just a business, and want to be able to relate what they see or read to their personal life.”
Gabrielle adds that, when opening up online, you should make sure it’s done in a way that relates to your message and brand. Often, these two things come together naturally, as Rosie explains: “I think our tone of voice is so innate within the company, as we hire people who fit in with our ethos, that it’s instinctive for anyone posting online.”
Get the balance right
Some of the best communication online is a combination of a professional voice and a friendly voice – a balance that can seem tricky to get right.
At Laura’s firm, for example, the team aim to highlight craftsmanship, customer service and expert advice to online customers through an informal tone.
“Although we hold an authoritative voice in terms of industry knowledge, we also aim to create a relaxed, approachable tone for our consumers, as we never want the conversation to be one-sided,” she says. “We want to create an environment where customers feel they can ask questions about our images or posts without feeling intimidated.”
Some of the best communication online is a combination of a professional voice and a friendly voice – a balance that can seem tricky to get right.
At Laura’s firm, for example, the team aim to highlight craftsmanship, customer service and expert advice to online customers through an informal tone.
“Although we hold an authoritative voice in terms of industry knowledge, we also aim to create a relaxed, approachable tone for our consumers, as we never want the conversation to be one-sided,” she says. “We want to create an environment where customers feel they can ask questions about our images or posts without feeling intimidated.”
Tell a story
The most effective way to communicate with homeowners online is to tell the story behind an image. “Don’t just describe the image,” Gabrielle says. “Add something else by telling a story that relates to it, to your business, your life, your experience.”
When you’re adding a project to your Houzz profile or commenting on a discussion, communicate the story behind the images. “I like to write in a conversational tone and imagine I’m talking to someone or telling a story,” says Gabrielle, who often communicates her experience of being a parent to show how she specialises in working with families with children.
Check out Houzz Pro, our business management platform for designers and renovation professionals.
The most effective way to communicate with homeowners online is to tell the story behind an image. “Don’t just describe the image,” Gabrielle says. “Add something else by telling a story that relates to it, to your business, your life, your experience.”
When you’re adding a project to your Houzz profile or commenting on a discussion, communicate the story behind the images. “I like to write in a conversational tone and imagine I’m talking to someone or telling a story,” says Gabrielle, who often communicates her experience of being a parent to show how she specialises in working with families with children.
Check out Houzz Pro, our business management platform for designers and renovation professionals.
Be consistent
Once you’ve established your brand’s tone of voice, it’s essential you ensure it stays consistent. Laura advises you develop a set of brand guidelines based on your company goals, values and personality, which will then help you create consistent posts and engagement across channels.
“This doesn’t mean we can’t have fun with our posts and make conversation when we receive comments and messages,” she says. “But it means we always have the guidelines in mind, which helps us provide advice and service to customers.”
Laura adds that tone of voice can also be a work in progress if your brand is growing or changing. She recommends you revisit your guidelines every few months to see if you think the tone of voice is still working, or if any adjustments need to be made as you get to know your audience more.
Tell us…
How have you established a unique, consistent online voice? Share your ideas in the Comments section.
Once you’ve established your brand’s tone of voice, it’s essential you ensure it stays consistent. Laura advises you develop a set of brand guidelines based on your company goals, values and personality, which will then help you create consistent posts and engagement across channels.
“This doesn’t mean we can’t have fun with our posts and make conversation when we receive comments and messages,” she says. “But it means we always have the guidelines in mind, which helps us provide advice and service to customers.”
Laura adds that tone of voice can also be a work in progress if your brand is growing or changing. She recommends you revisit your guidelines every few months to see if you think the tone of voice is still working, or if any adjustments need to be made as you get to know your audience more.
Tell us…
How have you established a unique, consistent online voice? Share your ideas in the Comments section.
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Your brand identity and target audience are both key when it comes to deciding on a social media voice. “Know and define your brand first,” Rosie Ellis of UK-based My Bespoke Room says. “As long as you’re completely clear on the image and message you want to portray to your audience, the social media voice will follow and become insistent.”
If you’re unsure of your firm’s identity, Laura Chester of British firm 1909 Kitchens recommends you put pen to paper. “Take the time to list brand values and goals, and also to get to know your target audience,” she says. “Your voice should reflect your brand as a whole and help to present your product or service in the best possible light.”
Once you’ve defined your brand and your audience, the tone will follow more easily. “We’re a friendly company that’s approachable, professional and informative, so it was natural to translate this via our social media,” Rosie explains.
Laura suggests creating a few practise posts and engagements in response to a range of scenarios. “You can refer back to them in the future if you feel your tone shifting,” she says.