Establishing Your Brand Voice in Social Media, Juntae DeLane, Social Fresh Conference 2016

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This document discusses establishing a digital brand voice. It provides a framework for building a digital brand voice that includes understanding the audience, organization, offerings, mission, vision, values, personas and value proposition. It outlines the three tenets of digital branding: identity, visibility and credibility. It also provides tips on defining the character, tone, language and purpose of the brand voice and developing an action plan with objectives and promises around the brand personality.

Marketing

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Motown

The 3 Tenets of Digital Branding
#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Identity Visibility Credibility
How you voice shapes these tenets

#digitalbranding @dbiweb / DigitalBrandingInstitute.com

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Step Outside of
Your Voice Box

Character: Casual or Inspiring
GOOD: “Break out the biscuits and
celebrate! The Dog Days Sale is
here. What pet products are you
stocking up on?”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Character: Casual or Inspiring
GOOD: “Don’t miss the Dog Days
Sale, unless, of course, you don’t
love your dog!”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Tone: Personal or Humble
GOOD: “We love our dogs – which
is why we love the Dog Days Sale.
Get everything you need for your
best friend right here.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Tone: Personal or Humble
BAD: “We have the best sale in the
world! Buy now or miss out.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Language: Simple or Fun
GOOD: “Our Buy One, Get One sale
is the cat’s meow! Stock up now on
our favorite kitty treats, toys and
essentials.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Language: Simple or Fun
BAD: “We have lots of fab stuff for
you and your kitten. Be ITK on our
BOGO sale.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Purpose: Engage or Entertain
GOOD: “Our Breed of the Week is
Wire Terriers. Bring yours in &
we’ll take a pic for our Wall of
Fame. What’s your favorite breed?”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Purpose: Engage or Entertain
BAD: “We think Wire Terriers are
the best. Send us a pic.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Customer Service
“Your response has been noted
and will be responded to by one of
our team members within 2-3
business days”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Customer Service
“This is great, Juntae! Really
practical suggestion for
approaching a complex issue with
kids. We’ll be sure to pass along to
Krista.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

Character: Friendly & Authoritative
Tone: Direct
Language: Insider & Savvy
Purpose: Educate
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Rephrase
Your Content

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Write Your Own Story

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Stop Looking
At Other Brands

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
R.E.S.P.E.C.T.

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
O.P.P.

#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Be your own artist, and
always be confident in
what you're doing. If
you're not going to be
confident, you might as
well not be doing it.
- Aretha Franklin

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Establishing Your Brand Voice in Social Media, Juntae DeLane, Social Fresh Conference 2016

1. Establishing Your Digital Brand Voice @JuntaeDeLane @dbiweb / DigitalBrandingInstitute.com#digitalbranding

2. What You'll learn today • What Is Digital Branding? • Framework For Building Your Digital Brand Voice. • Digital Brand Voice Action Plan. #digitalbranding @dbiweb / DigitalBrandingInstitute.com

3. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Motown

4. Establishing Your Digital Brand Voice #digitalbranding @dbiweb / DigitalBrandingInstitute.com Audience Organization Offering Mission Statement Vision Culture Core Values Demographics Psychographics Personas Benefits Elevator Pitch Value Proposition Features BRAND VOICE

5. The 3 Tenets of Digital Branding #digitalbranding @dbiweb / DigitalBrandingInstitute.com Identity Visibility Credibility How you voice shapes these tenets

6. #digitalbranding @dbiweb / DigitalBrandingInstitute.com

7. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Creating A Platinum Sound (Developing Awesome Digital Brand Voice)

8. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Digital Brand Voice Character ToneLanguage Purpose https://www.socialmediaexplorer.com/content-sections/tools-and-tips/finding-your-brand-voice/

9. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Step Outside of Your Voice Box

10. Character: Casual or Inspiring GOOD: “Break out the biscuits and celebrate! The Dog Days Sale is here. What pet products are you stocking up on?” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

11. Character: Casual or Inspiring GOOD: “Don’t miss the Dog Days Sale, unless, of course, you don’t love your dog!” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

12. Tone: Personal or Humble GOOD: “We love our dogs – which is why we love the Dog Days Sale. Get everything you need for your best friend right here.” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

13. Tone: Personal or Humble BAD: “We have the best sale in the world! Buy now or miss out.” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

14. Language: Simple or Fun GOOD: “Our Buy One, Get One sale is the cat’s meow! Stock up now on our favorite kitty treats, toys and essentials.” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

15. Language: Simple or Fun BAD: “We have lots of fab stuff for you and your kitten. Be ITK on our BOGO sale.” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

16. Purpose: Engage or Entertain GOOD: “Our Breed of the Week is Wire Terriers. Bring yours in & we’ll take a pic for our Wall of Fame. What’s your favorite breed?” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

17. Purpose: Engage or Entertain BAD: “We think Wire Terriers are the best. Send us a pic.” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

18. Customer Service “Your response has been noted and will be responded to by one of our team members within 2-3 business days” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

19. Customer Service “This is great, Juntae! Really practical suggestion for approaching a complex issue with kids. We’ll be sure to pass along to Krista.” #digitalbranding @dbiweb / DigitalBrandingInstitute.com

20. Character: Friendly & Authoritative Tone: Direct Language: Insider & Savvy Purpose: Educate #digitalbranding @dbiweb / DigitalBrandingInstitute.com

21. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Rephrase Your Content

22. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Write Your Own Story

23. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Stop Looking At Other Brands

24. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Digital Brand Voice Action Plan

25. #digitalbranding @dbiweb / DigitalBrandingInstitute.com R.E.S.P.E.C.T.

26. #digitalbranding @dbiweb / DigitalBrandingInstitute.com O.P.P.

27. #digitalbranding @dbiweb / DigitalBrandingInstitute.com OBJECTIVE Digital Brand Voice Action Plan PROMISE PERSONALITY

28. #digitalbranding @dbiweb / DigitalBrandingInstitute.com Be your own artist, and always be confident in what you're doing. If you're not going to be confident, you might as well not be doing it. - Aretha Franklin

Establishing Your Brand Voice in Social Media, Juntae DeLane, Social Fresh Conference 2016

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