Finding your brand’s voice is a big deal; it’s how people recognize and relate to you. But what works when a brand is small and starting out isn’t always going to work when it gets big. Moving from a personal, almost casual, voice to something that’s scaled across many different spots — that’s a tricky task. Suddenly, a small and local business doesn’t seem so small anymore, and may want to cater to more people; it can be pretty intimidating to have to change, especially if you’ve done it for a while.
Defining a Consistent Tone
When thinking of brand voice, remember it’s not as simple as finding a few words that sound cool; so defining it is key. It includes how you communicate, the language used, the feeling you give off, and everything needs to be defined. Is your brand lighthearted and fun, or serious and professional? Or is it maybe a bit of both, depending on the situation? Thinking this out clearly should really happen before anything else.
Another thing to figure out is exactly what you should not say or do. This will guide you for future projects. It acts as a guide. Now, this isn’t a legally binding document, but it does have a big impact.
Spreading the Voice Everywhere
Okay, so the voice is set — now how do things that define it work across everything? This is where things get tricky since you need to maintain consistency between several platforms; that means YouTube, X, Meta, and even TikTok. Think of platforms where being authentic resonates well with their consumers.
Because different sites and people like different styles, change the content on different platforms; a tweet can probably be more laid back than a LinkedIn post. However, people notice when everything’s wildly different, and they may question your professionalism. When scaling, decide which part of your platform is most important; maybe brands want to focus on YouTube since buying YouTube views could bring more traction and recognition to the company. Being active in one specific spot will provide a much better return for the long term in marketing because it maintains the brand’s identity.
Empowering (and training) Your Team
As things scale up, likely new teams will form. These teams will represent your company and its values. So what does that entail?
The people creating content need to really get what the brand stands for. They have to know how to make content that sounds right, feels right, and meets the established standards and expectations. If there are any outside businesses helping, like an agency, ensure that everything needs approval. They need to be kept in the loop.
Finding What Really Works Over Time
Just because the voice works now doesn’t mean it will work forever. What sounds awesome today might sound lame a year from now. Everything changes, and the world is always evolving. It’s essential to keep learning more about what people like to see online because people have strong opinions in online spaces and expect brands to listen. Things such as monitoring people responding to the posts really help understand the direction needed for the company. Be open to changing things.
When it comes to keeping the long term in mind, things are key. This includes staying current with changes and adapting accordingly. Make adjustments and review decisions as need.
Handling Criticism Responsibly?
Scaling up means more eyes, and more eyes means there’s going to be some negative comments. It happens. It has to face both positive and negative opinions. The way to respond is what matters — ignoring problems won’t work, because others will notice; they will be gone as quickly as they came.
Set up rules on dealing with criticism. Decide which comments to respond to, how to respond, and when to just turn the other cheek. Don’t start arguments with users or remove comments just because they’re negative; that makes things worse. By following a good way, people will see the responses that show the company listens and values the customer’s feedback.
Using Analytics to Guide?
Data is always needed as the company starts to grow. It actually acts as proof to see what works or doesn’t. Analytics can shine light on which content connects with people, where they are engaging the most, and which social channels are better for the business.
Use that data to improve and guide the message. Understand trends, keep an open mind. Don’t turn all data into gospel; instead, look at all the trends and see how the business should change or grow as time goes by.
Conclusion
Scaling the brand’s voice across different methods isn’t easy, as it takes lots of work. What matters is knowing what the brand’s about, keeping things consistent through all of the mediums of communication, trusting your team, and always learning something from what people are telling the business. If a business takes that into consideration, it will be well set for a long-term return on investment.
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