When your audience reads and listens to the content you
produce, they’re not only hearing your message, they’re hearing the voice of
your company—your tone, language and delivery (i.e., formal vs.
conversational).
So each time they hear your brand voice, they subconsciously size you up, deciding whether you’re a company
they can rely on, and more importantly, do business with. In this post, I provide the four things that make up a brand's voice and how you can achieve this within a post. Enjoy!
UF/IFAS Voice - Friendly,
relevant and educational
Character/Persona
(Objective, Trustworthy, Caring)
·
Like This: Although the Deepwater Horizon oil
spill occurred five years ago, the effects are still present. A community event
will focus on utilizing our experience to better prepare Gulf coast communities
for future disasters. Visit http://healthygulfcoast.org/ for more information.
·
Not
This: Don’t miss the Gulf coast community event, unless, of course, you don’t
love your community!
Tone (Personal,
Honest, Humble)
·
Like This: More than 750 UF College of Agricultural and
Life Sciences bachelor’s degrees will be awarded this weekend! Are you going to
receive one of them?
·
Not
This: CALS students are graduating this weekend! Share this or miss out.
Language (Simple,
Fun, Savvy)
·
Like This: Whoa! Several statewide meetings have
been scheduled for Florida growers interested in planting new, promising citrus
varieties.
·
Not
This: There are lots of fab stuff scheduled for Florida citrus growers.
Purpose (Engage,
Delight, Educate)
·
Like This: #DYK Fireweed is notorious for
causing a burning sensation when it makes contact with bare skin? The good
news: this weed can be controlled rather easily with the right herbicide.
·
Not
This: Fire weed is bad. Send us a pic.
The most important takeaway is to establish an online company
voice that reflects your business values and matches your customers’
expectations. This will help your business build overall
trust.
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