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  • Carolyn

Setting a Tone Online: The Questions Series

Updated: Jan 2

In light of the super amazingness of the social media workshops facilitated by Vernon Economic Development Association and Bad Axe Enterprises, I want to spend a few blog posts exploring the top five questions posed by business owners. This post will dive into tone, branding, and how to define your business’ online voice.

You've probably seen them: the posts on social media by businesses who seem to have it all together. Their photos are gorgeous, their captions are perfect, and every time they reply to a comment, it seems professional, thoughtful, and intentional. That's a good example of a cohesive brand voice or brand tone. So let's talk about how to define yours!

The best way to really determine how your brand should sound online is to first outline three characteristics you want people to associate with your brand. If you select “professional, informative, and trustworthy,” for example, it is doubtful that your tweets will include phrases like “fo realz yo” or “OH SNAP.” Your tone should match your brand characteristics.

To explore characteristics and key phrases to use online, I find it helpful to make lists of wordings for a few sample social media posts your business would likely make.

Example time!! Pretend you own a small flower shop: Bloom Boutique. You want your shop to be thought of as “trendy,” “unique,” and “modern.” Some practice post wording could be:

“New age arrangements: not just a bouquet, but a work of art.”

“Astounding Mothers Day centerpieces we created for a customer: an unforgettable combination of cacti and irises.”

"Locally-sourced wildflowers for a minimalist wedding bouquet."

The terms in these captions that serve the brand characteristics are: new age, art, astounding, created, unforgettable, locally-sourced, and minimalist. The captions point out the unique, curated nature of Bloom Boutique's creations.

Brand tone should also be applied to comment responses and direct message replies. Brainstorm a few common question people ask about your business and pre-draft a selection of responses that reflect your desired tone.

Defining how you want customers to view your brand helps you decide how your business should “talk.” You can find a free printable worksheet here that helps with describing your brand characteristics.

Ready to learn more? See Related posts for the rest of The Question Series.

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