Maintaining Brand Voice in a Noisy World

Internally, we define brand voice as the unique language and syntax that a brand uses in content.

Brand voice spurs internal dialogue in the user’s mind when reading your Instagram post or clever tweet. The goal is to always put out content that, when consumed, your audience knows they are engaging in a conversation with the brand, not an individual behind the screen.

When taking on content creation and social posting for a brand, both in advertising and organic content, it’s crucial to maintain branding standards across the board. Just as you would follow a style guide to use the correct colors and fonts in graphic design, it is just as important to master the voice of a brand. So, how does a brand cut through the noise and stay true to its roots?

A Merrell Instagram post created by Parachute Media that exemplifies the brand's voice.

Before taking on the social media development and management for a brand, have a conversation with the brand to outline the “do’s and don’ts” for their brand voice. Here are some questions to help get the conversation started:

What is your target audience?

The way you construct content for millennials is vastly different than content to be consumed by stay-at-home moms.

What is off limits?

Some brands may not favor your clever puns from famous movie lines or early 2000s one-hit wonders. You may also discover that assumptions you’ve developed about the brand voice are wrong. For instance, Edley’s Bar-B-Que may be “A Tribute to All Things Southern,” but the Southern accent on the brand voice stops at “y’all.” You won’t find any pieces of content missing the -g at the end of a word.

An example of an Edley's Bar-B-Que Instagram post, uploaded by Parachute Media.

How do you want to be perceived?

Does the brand desire to be funny, sarcastic, informational, or formal in its social content? Knowing the goal will help you, as the content manager, write posts that the brand AND its audience will love.

If you need additional information on how to maintain brand voice, or you need assistance in posting to your brand’s social channels, let us know!

Brandi Leath