How to Find Your Social Media Voice
Pros share key tips for communicating your brand’s identity online
Whether you’re posting on social media, adding a project to your Houzz profile or contributing to a community discussion, it’s important to establish a tone of voice that consistently works for your brand. Here, three professionals share advice on how to establish your online voice and stick to it.
2. Open Up
By being natural and open on internet platforms, you’ll make it easier for people to relate to your brand. “It’s important to decide who you’re talking to and keep it real,” Australian interior designer Gabrielle Reinhardt of Berkeley Interiors says. “People like to connect with a person, not just a business, and want to be able to relate what they see or read to their personal life.”
When opening up online, Reinhardt adds, make sure you do it in a way that relates to your message and brand. Often these two things come together naturally. As Ellis says: “I think our tone of voice is so innate within the company, as we hire people who fit in with our ethos, that it’s instinctive for anyone posting online.”
By being natural and open on internet platforms, you’ll make it easier for people to relate to your brand. “It’s important to decide who you’re talking to and keep it real,” Australian interior designer Gabrielle Reinhardt of Berkeley Interiors says. “People like to connect with a person, not just a business, and want to be able to relate what they see or read to their personal life.”
When opening up online, Reinhardt adds, make sure you do it in a way that relates to your message and brand. Often these two things come together naturally. As Ellis says: “I think our tone of voice is so innate within the company, as we hire people who fit in with our ethos, that it’s instinctive for anyone posting online.”
3. Get the Balance Right
Some of the best communication online is a combination of a professional voice and a friendly voice — a balance that can seem tricky to get right.
At Chester’s firm, for example, the team aims to highlight craftsmanship, customer service and expert advice to online users through an informal tone.
“Although we hold an authoritative voice in terms of industry knowledge, we also aim to create a relaxed, approachable tone for our consumers, as we never want the conversation to be one-sided,” Chester says. “We want to create an environment where customers feel they can ask questions about our images or posts without feeling intimidated.”
Some of the best communication online is a combination of a professional voice and a friendly voice — a balance that can seem tricky to get right.
At Chester’s firm, for example, the team aims to highlight craftsmanship, customer service and expert advice to online users through an informal tone.
“Although we hold an authoritative voice in terms of industry knowledge, we also aim to create a relaxed, approachable tone for our consumers, as we never want the conversation to be one-sided,” Chester says. “We want to create an environment where customers feel they can ask questions about our images or posts without feeling intimidated.”
4. Tell a Story
The most effective way to communicate with homeowners online is to tell the story behind an image. “Don’t just describe the image,” Reinhardt says. “Add something else by telling a story that relates to it, to your business, your life, your experience.”
When you’re adding a project to your Houzz profile or commenting on a discussion, communicate the story behind the images. “I like to write in a conversational tone and imagine I’m talking to someone or telling a story,” says Reinhardt, who often communicates her experience of being a parent to show how she specializes in working with families with children.
The most effective way to communicate with homeowners online is to tell the story behind an image. “Don’t just describe the image,” Reinhardt says. “Add something else by telling a story that relates to it, to your business, your life, your experience.”
When you’re adding a project to your Houzz profile or commenting on a discussion, communicate the story behind the images. “I like to write in a conversational tone and imagine I’m talking to someone or telling a story,” says Reinhardt, who often communicates her experience of being a parent to show how she specializes in working with families with children.
5. Be Consistent
Once you’ve established your brand’s tone of voice, it’s essential you keep it consistent. Chester advises developing a set of brand guidelines based on your company goals, values and personality, which will then help you create consistent posts and engagement across channels.
“This doesn’t mean we can’t have fun with our posts and make conversation when we receive comments and messages,” she says. “But it means we always have the guidelines in mind, which helps us provide advice and service to customers.”
Chester adds that tone of voice can also be a work in progress if your brand is growing or changing. She recommends you revisit your guidelines every few months to see if you think the tone is still working or if adjustments need to be made as you get to know your audience more.
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Once you’ve established your brand’s tone of voice, it’s essential you keep it consistent. Chester advises developing a set of brand guidelines based on your company goals, values and personality, which will then help you create consistent posts and engagement across channels.
“This doesn’t mean we can’t have fun with our posts and make conversation when we receive comments and messages,” she says. “But it means we always have the guidelines in mind, which helps us provide advice and service to customers.”
Chester adds that tone of voice can also be a work in progress if your brand is growing or changing. She recommends you revisit your guidelines every few months to see if you think the tone is still working or if adjustments need to be made as you get to know your audience more.
More for Pros on Houzz
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Join the Houzz Trade Program
Your brand identity and target audience are both key when it comes to deciding on a social media voice. “Know and define your brand first,” Rosie Ellis of London-based My Bespoke Room says. “As long as you’re completely clear on the image and message you want to portray to your audience, the social media voice will follow.”
If you’re unsure of your firm’s identity, Laura Chester of British firm 1909 Kitchens recommends you put pen to paper. “Take the time to list brand values and goals, and also to get to know your target audience,” she says. “Your voice should reflect your brand as a whole and help to present your product or service in the best possible light.”
Once you’ve defined your brand and your audience, the tone will follow more easily. “We’re a friendly company that’s approachable, professional and informative, so it was natural to translate this via our social media,” Ellis says.
Chester suggests creating a few practice posts and engagements in response to a range of scenarios. “You can refer back to them in the future if you feel your tone shifting,” she says.