The document discusses developing a strong brand voice on social media. It provides examples of brands like GrubHub, Denny's, and Dove that have successful brand voices. GrubHub engages customers with authentic food content. Denny's uses a funny voice that highlights pop culture. Dove focused on listening to customers and their experiences with beauty, creating user-generated content. Developing a distinct brand voice through content is important to build relationships with consumers.

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Find Your Voice
July 27, 2016 Andy De Luca Content Marketing
Social media can be complex and scary. Developing a successful social media presence is much more dif cult than simply
creating & posting content. Brands must monitor and listen to their target audience, what they share, what they talk about, and
what they want.
All of this is worthless, however, if you don’t have a brand voice. Without a distinct voice, your content will never be more than
average, at best.
Social media provides businesses with the opportunity to express their personality, style, and charisma. A strong, singular, and
relatable voice is the key to building & maintaining relationships with consumers; not coupons or taglines.
To develop a distinct voice, it’s important to, rst, question who you are as a brand and why we as individuals should “follow” you.
Is your content primarily educational? Does it provide exclusive deals and promotions? Or is it hilariously funny?
The most successful brands use a strong and relatable voice to develop content that leverages a combination of these
strategies.
So who’s doing all this right? I went hunting to nd businesses with exceptional online brand voices. Here’s what I found.
The Artist: GrubHub
Grubhub’s mouth-watering social media content is best de ned as the ultimate “food porn.” They create authentic and unique
content that engages a young demographic of hungry consumers.

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As one of the only brands to interact with all the incoming Snapchats they receive, Grubhub is extremely responsive on social
media. By using a combination of jaw dropping content and personal interactions, Grubhub has become one of the most
successful online brand voices.
The Class Clown: Denny’s
Over the past few years, Denny’s has developed a funny (but also slightly strange) brand voice. Denny’s has gained the attention
of consumers through cheeky content that highlights recent popular culture, and news events.
Instead of coming off as corporate-produced, Denny’s “conversational” social media content is silly and entertaining. Although it
is a risky marketing strategy, Denny’s “care free” voice has made the business a favorite amongst millenials and younger
generations.

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The Listener: Dove
The cosmetic industry has historically created content with tall, skinny models, representing the epitome of unattainable beauty.
Dove’s campaign for Real Beauty abandoned the industry’s marketing norm and focused on the POV of the customer.
Michael Hines, Senior Planner from Ogilvy & Mather describes the main idea for the campaign:
“In the age we are living right now, simply telling women that they are beautiful isn’t enough, you have to nd a way to show them
that.”
Consumers not only engaged with Dove’s content but also created large amounts of original content themselves through blog
posts, comments, email, and word of mouth. The campaign made Dove not only a cosmetic product but also a platform for
women to discuss their past experiences.
The campaign was ultimately a social media success story that changed the way consumers viewed themselves, each other, and
Dove.

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Face forward, humanize yourself. Let your personality shine. As author and marketing consultant Jay Baer said, “Don’t just give
your customers something to talk about, give them somebody to talk about.”
branding, Denny's, Dove, GrubHub, marketing, voice
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