Establishing a Tone

     There is no one size fits all when it comes to creating a social media marketing strategy. However, there are several steps you should take to ensure your strategy fits your brand’s needs. The step we are going to dive into is establishing a tone of voice. A brand’s tone of voice is important because it expresses the brand’s personality. Not only is it vital to establish a tone of voice, but it is also essential to provide a cohesive tone across all marketing communication channels.

    A few things to note when establishing the tone for your brand is to not sound too “corporate.” Sounding too corporate comes off as impersonal to customers. To establish your brand’s tone of voice, first identify your brand’s main characteristics. After identifying your brand’s characteristics, think about the brand’s target market and how you can speak to the customers. A couple other things to consider are the brand’s purpose, language and how the readers will interpret the brand. Even after identifying those major components there is still no cookie cutter answer, however that does not take away from the importance of establishing the correct tone for your brand. A proper brand voice can set a brand apart from competitors, build trust with customers and help influence purchase decisions. An example of a brand that took a risk when creating their tone is Wendy’s. Wendy’s rebranded their tone by establishing a sassy, funny, sarcastic and very entertaining voice. They decided it was time to no longer take themselves so seriously, so they decided to switch things up. Although this would not work for every brand, Wendy’s has found success engaging with customers through a unique tone.