March 13, 2015 Kevin Erb

Who do you think you are?

Now, don’t take that the wrong way. We’re not asking this question in the sort of accusatory, defensive way we often associate with it. Just the opposite, actually. clarity_sm

We ask because it’s such an important question to begin with. We ask because we care. Perhaps the better question to ask – and answer – here is, “Do you think your customers know who you are?”

Social media is a powerful marketing tool for any number of reasons – not the least of which is that it provides a platform for your brand’s personality. This assumes, of course, that you know what your brand’s personality (or voice, as we can also call it) is. We’ve talked about the importance of developing personas for your customers before, and the exercise – and its importance – is no different when it comes to you.

Just ask yourself – “What is our brand voice?” What type of language and overall personality comes through in your Facebook posts, tweets, blog posts, comments, replies, etc.? Is there consistency? Is there character?

If you’re like a lot of organizations, you may have a vague sense of what the answers to these questions are, but don’t have anything concrete and official in place. Or worse, your brand voice on social is that of whatever intern or first-year employee you have managing your social presence.

The easiest way to avoid this type of brand cognitive dissent/brand disconnect is also the most effective: Sit down and define it. Take 30 minutes and as comprehensively as possible, define what your brand voice is – or will be from that moment forward – throughout its social presence and all touchpoints. List out 3-5 personality traits (happy, friendly, helpful, etc.) you want to come through no matter where someone interacts with your social presence. And once you do commit it to memory and make sure everyone in a position to act as a representative of the brand on social is completely and clearly aware of it.

It’s important to understand your customer personas. It’s no less important and valuable to define and understand your brand’s persona. After all, it’s much easier for your audience to know who you are once you truly do.

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