How to master a consistent brand voice on social media

How can you keep your brand voice consistent on social media?
That’s a question I get quite often, especially from brands with teams, because if each team member writes in a different voice, well, it doesn’t look too great. 

But there’s a bit of a misconception about it.

Yes, your brand voice needs to be consistent, but that doesn’t mean the tone must always stay the same. Tone can shift depending on the topic or channel.

In different contexts or with different people, you might speak slightly differently, and that’s okay. It’s still you, it’s still your brand voice, but there are elements that stay consistent throughout. 

So, when I help brands document their voice, it’s really important to consider what kind of words they use.

Three Key Elements of Brand Voice:

1. Words: Do you use complex words or do you use plain English? Do you use made-up words or have specific “brandisms” or terms you repeat because they’re part of your messaging?
2. Tone: How do you want your audience to feel? What emotions do you want to convey based on the topics you’re discussing? For example, on social media, you might be more playful and casual, whereas on LinkedIn, you might still be fun but a bit more dressed up, like wearing a blazer with funky earrings. 
3. Rhythm: What’s the pacing of your writing? Do you speak in fragmented sentences? Long, flowing sentences that make the reader feel relaxed? Or perhaps more complex sentences to showcase your expertise?

It’s important to think about these three elements and document them.

Tone is Flexible
If you’re confused about how tone can change, think of your brand voice as the season and the tone as the weather. The brand voice remains consistent, but the tone fluctuates day-to-day, like the weather during the season. 

Unless you’re in Melbourne, where there are four seasons in one day. But that’s alright, we’ll just forget about Melbourne.

Creating a Persona for Your Brand Voice
Another thing I help with is creating a persona specifically for your brand voice which is separate from the personality. 

For instance, my brand voice persona is like a work best friend. They know what they’re talking about but are still friendly, approachable, a little silly, and enjoy having fun.

When I write, I ask myself: Is this something I’d say to my work best friend? Depending on the topic, that might vary. 

On LinkedIn, I might be talking to my work best friend in a business meeting, so I’d still be myself but more dressed up. 

On Instagram, it’s like we’re at a bar on a Friday afternoon—still me, but a bit more relaxed. It wouldn’t be like 10 drinks in because that’s not my voice, but it might be like after one drink. It’s about having that parameter and documenting that.

Your brand voice persona could be anything—a mentor, or maybe a fun uncle who goes axe-throwing on weekends. It’s helpful for your team to have this character in mind to write from a consistent voice.

In summary:

• Tone can change depending on the topic or platform, but your brand voice should remain consistent.
• Document your voice: the words you use, how the tone shifts, and the rhythm of your writing.
• Create a persona for your brand voice to guide the team.