When I sat down with Alex, a seasoned social media strategist, I anticipated a straightforward discussion about creating a brand voice style guide. What unfolded was a rich tapestry of insights into how a well-crafted guide can elevate a brand’s social media presence. Alex has spent years fine-tuning brand voices, and our chat was peppered with anecdotes and actionable advice, all delivered in a relaxed, conversational manner.
Understanding the Brand Voice
“First things first,” Alex began, leaning back and sipping their coffee. “You need to truly get the brand. It’s like getting to know a person before trying to mimic their speech.” This involves immersing oneself in the brand’s values, mission, and vision. Alex emphasised the importance of research, suggesting that one should start by reviewing existing company literature, such as the website, brochures, and any available internal documents.
“Don’t forget to talk to the people behind the brand. Interviews with founders, employees, and even customers can provide invaluable insights.” Alex’s eyes lit up as they recounted a time when a casual chat with a long-time employee revealed the core values that were not explicitly stated anywhere but were lived daily within the company.
Developing the Voice
Once you have a deep understanding of the brand, Alex explained, the next step is to develop the actual voice. “Think of it as a personality. Is the brand witty and playful, or formal and authoritative?” They suggested creating a list of adjectives that describe the brand. This list will serve as a foundational reference when crafting content.
Alex also mentioned the importance of considering the target audience. “You wouldn’t speak to a group of teenagers in the same way as you would to a board of executives, right?” Tailoring the voice to resonate with the intended audience is crucial. This might involve tweaking the tone, language style, and even the platforms used.
Crafting the Style Guide
With the voice conceptualised, it’s time to put pen to paper, or rather, fingers to keyboard. Alex highlighted the need for clarity in the style guide. “It should be easy to understand, even for someone new to the team.” They recommended breaking the guide into sections, covering areas such as tone, language, and specific dos and don’ts.
“Include examples,” Alex advised. “Show how the brand voice should sound across different scenarios — from replying to customer queries to launching a new product.” Examples provide practical guidance and help maintain consistency across the team.
Implementation and Training
A style guide is only as good as its implementation, Alex pointed out. “You’ve got to ensure everyone’s on board and understands how to use it.” This involves training sessions where team members can familiarise themselves with the guide and ask questions. Alex shared a story about a workshop they conducted, where interactive exercises helped the team practice the brand voice in real-time scenarios.
“Consider feedback too,” Alex added. Even after the guide is in place, regular check-ins with the team can highlight areas for improvement or adjustment as the brand evolves.
Measuring Success
Finally, Alex touched on measuring the success of a brand voice style guide. “Look at engagement metrics on social media,” they suggested. Increased engagement, positive customer feedback, and a cohesive brand presence across platforms indicate that the voice is resonating well with the audience.
“But be patient,” Alex smiled. “Building a strong, recognisable brand voice takes time.”
A Journey Worth Taking
As our conversation wrapped up, it was clear that creating a brand voice style guide is as much an art as it is a science. It requires a deep understanding of the brand, careful crafting of the voice, and a strategic approach to implementation and measurement.
For anyone embarking on this journey, Alex’s insights offer a roadmap. By truly understanding the brand, developing a voice that resonates, and ensuring its consistent application, you can create a style guide that not only directs your social media team but also strengthens your brand’s identity in the digital space.
