Brand Voice Development on Social Media for Beginners
What Even *Is* a Brand Voice? (Hint: It's Not Jargon)
Brand voice. Sounds fancier than it is. Think of it as your brand's personality. If your brand walked into this bar, would it be the loud, funny one buying a round for everyone? Or the smart, quiet one giving great advice? Your voice is how you talk, the jokes you make (or don't), and the stuff you care about. It’s the difference between sounding like a robot reading a manual and sounding like a friend who gets it.
Stop Playing Guesswork. Find Your Voice Already.
Don’t just pick adjectives from a list. That's a trap. Actually grab a piece of paper and write down three brands or people you admire online. What do you like about how they talk? Be specific. Next, describe your ideal customer. How do *they* talk? Write three words for who you are, and three for who you're not (e.g., "We are: helpful, passionate, direct. We are NOT: overly formal, sarcastic, trendy"). This isn't corporate strategy. It’s just getting clear on who you wanna be.
The Magic Question: "Would We Actually Say That?"
You have your voice words. Now use them. Before you post *anything*, read it aloud. Seriously. Does it sound like a human said it? Or a marketing brochure? If a sentence is stuffed with buzzwords, kill it. Swap "leverage our robust solutions" for "here's how this makes your life easier." Your voice is a filter. Every caption, reply, and comment should pass the "Would we actually say this?" test. This is where the fluff dies and the real connection starts.
Your Audience Will Tell You What's Working
You won't nail it on day one. No one does. Here’s the thing: post something and watch. Which posts get people talking? Which DMs feel genuinely excited? Pay more attention to that. The boring, 'professional' post that flopped? Stop making those. The slightly risky joke that got shared? Do more of that. Your audience will train you if you listen. It's not about being perfect. It's about being consistent and paying attention.
Look, Just Avoid These Classic Facepalms
Let's wrap this up with what not to do. First, don’t be a chameleon. Picking a different voice for every platform is exhausting and confusing. Second, don't confuse 'professional' with 'boring.' You can be an expert and still sound human. Finally, for the love of all that is good, don’t ghost your audience. You built a voice, now have a conversation. Reply to comments. Answer DMs. A voice in an empty room is just a monologue.
