Creating social content can often feel like an uphill battle. You only have about 3 seconds to capture your audience’s attention, and even then, the likelihood that they will remember your posts is slim.
Any social strategy is only as good as the foundation it’s built upon. Before you start posting, you need to ask yourself: how can my company’s posts offer our audience value?
Before figuring out what you are trying to say, the best starting point is to figure out how you are going to say it. This is where a Brand Voice Workshop comes in.
What is a Brand Voice Workshop?
A Brand Voice Workshop involves answering questions about your company’s mission, purpose, and values. At Coal Creative, we like to run these workshops with any company or business that is struggling with its social media presence, or with anyone who is about to start posting on social media for the first time. It gives us all a good starting point in determining: who is this company, and what are its goals?
During these workshops, we’ll delve deeper into a company’s mission, goals (on and off social media), and how everyone on the team envisions the style and tone of social media posts. We’ll look at target audiences and see what the competition is up to.
In our fast-paced world, a lot of companies never pause to answer these questions before jumping into creating content. This can result in disjointed, inconsistent, and ineffective campaigns that could leave your marketing team feeling burnt out.
If your company has never done something like this, here are three reasons why you should:
1. Make Your Brand Voice Stand Out
In the sea of endless scrolling, how can your company’s posts even have a chance of standing out? It starts with establishing a unique brand voice.
At Coal Creative, we define a company’s brand voice as a combination of word and emoji usage, punctuation, narrative perspective, and overall attitude expressed in social media copy. It’s everything that’s written in the caption and the tone and messaging visually communicated in your graphics, photos, or videos.
Let’s start here: If your company were a person, what would it sound like? Would it be the life of the party, the educated professional, or the dependable friend? In other words, should your tone be entertaining, serious, or friendly?
During our Brand Voice Workshops, we get to the core of your company’s identity. This will help influence how all of your posts should look and sound.
2. Start Creating Content with a Purpose
Every social media platform has a different purpose and audience base. Likewise, each platform demands a different approach when it comes to creating content.
Before posting on social media, you need to have some discussions about why your brand is on this specific platform, or else it’s going to feel like you’re shouting into the void.
Start by asking:
- What platforms are your existing and target audiences on?
- What are your goals when you are creating content? Are you selling something? Trying to build brand awareness?
- How do you position yourself apart from your competitors?
When you think about the target audience for your company’s products or services, you may be tempted to answer, “Everybody!” Nine times out of ten, this simply isn’t true. Even if your company is selling bottled water, your target audience can be narrowed down by economic status or lifestyle.
During a Brand Voice Workshop with Coal Creative, we’ll help you understand who you are creating content for, how to reach them, and what obstacles might stop them from interacting with your brand.
3. Get Your Team on the Same Page
A lot of the time, multiple people will have access to a company’s social media accounts. This is great for sharing the workload, but it can get a little complicated when one person has a set strategy in mind and someone else goes rogue.
Your audience can pick up on that. When your feed is cluttered with posts that don’t have a unifying purpose or voice, your brand awareness can suffer.
The goal here is to achieve consistency across platforms and across every post. We want your target audience to scroll through their feed and know they are viewing one of your posts without needing to see who posted it.
After completing a Brand Voice Workshop with Coal Creative, your company will receive a Brand Voice Guidebook. This document will contain the standard for how your company’s posts should sound, tips for reaching your target audience, and information to guide the style of your posts. It can be easily shared with and referenced by all team members working on your social accounts.
Discover Your Brand’s Voice
If you’re interested in taking your social strategy to the next level, you need to do a Brand Voice Workshop with Coal Creative. We’ll help you dive into the heart of your brand, shape your voice, and create impactful campaigns.
Contact us today to get started.