How do you make your brand’s voice not just heard, but recognized and remembered? That’s the challenge facing businesses on social media today. It’s not enough to simply have a presence—you need a distinctive voice that cuts through the noise while still feeling authentic to who you are.
But here’s the good news: finding your social voice doesn’t require a marketing degree or the budget of a Fortune 500 company. It just takes a thoughtful approach and a willingness to experiment. Let’s break down the process into four manageable steps that can transform how your brand communicates online.
Step 1: Listen Before You Speak
Ever been stuck at a dinner party with someone who talks endlessly about themselves without taking a breath? Don’t be that brand on social media. Before crafting your voice, tune into the conversations already happening around your industry and audience. This means:
– Following your target customers and observing how they communicate
– Analyzing competitors to see what resonates (and what falls flat)
– Identifying the tone that your audience responds to most positively
For example: your audience might not be looking for another formal, jargon-heavy voice in your industry. By listening first, you may realize your customers crave straightforward explanations with a touch of humor—completely changing your approach and doubling your engagement rates.
The platforms where your audience spends their time matter too. The conversations happening on LinkedIn have a different flavor than those on TikTok or Instagram. Pay attention to these nuances before jumping in, and maybe even practice communicating the way that they do.
Step 2: Define Your Brand’s Personality
Think of your brand as a character in your industry’s ongoing story. What role does it play? Are you the wise mentor? The innovative disruptor? The reliable friend?
Choose 3-5 personality traits that align with your brand values and resonate with your audience. Then translate these traits into concrete communication guidelines:
– If you’re “helpfully direct,” that might mean using simple language, getting to the point quickly, and always including actionable takeaways
– If you’re “playfully smart,” you might use witty analogies to explain complex topics
Create a quick reference guide for anyone who might post on your behalf. Include examples of posts that hit the mark and those that miss it—this makes abstract concepts concrete for your team.
Remember: consistency builds recognition. The goal is to have your audience recognize your content, even without your logo attached.
Step 3: Customize for Platform and Purpose
While your core personality remains consistent, how you express it should adapt to where you’re speaking and why.
Each platform has its own unwritten rules:
– Instagram rewards visual storytelling with personality
– LinkedIn values insight and expertise
– Twitter thrives on clever, concise takes
– TikTok celebrates authenticity and creativity
The context of your communication matters just as much. A customer service response requires a different tone than a product launch announcement, even though both should clearly come from the same brand.
Think of it like this: you speak differently at a job interview than you do at a family dinner, but you’re still authentically you in both scenarios. Your brand should have this same adaptability while maintaining its core identity.
Step 4: Test, Learn, and Evolve
The truth? You probably won’t nail your brand voice on the first try—and that’s completely fine.
Social media offers a unique advantage: real-time feedback. Use it! Pay attention to:
– Which posts generate the most engagement
– What type of content gets shared most often
– The comments and conversations your posts inspire
Set a quarterly calendar reminder to review what’s working and what isn’t. Your voice should evolve as your brand grows and as social platforms themselves change.
An Example of Strong, Effective Brand Voice
The true test of a brand’s social voice isn’t just in the content they post, but in how they interact with users one-on-one. Some of the most memorable brand moments happen in comments sections, where personality shines through in just a few words.
Take TikTok’s dance trends, which invite everyone to participate regardless of dancing background. When user @thisisnotaprilatall posted herself doing a popular dance trend last month, her video exploded to 38 million views and over 38.5k comments. Among those comments was one from the official Adidas account that simply said “final boss” in all lowercase letters.
Their short comment showcases a powerful brand voice in action. Adidas didn’t just post a generic “Great job!” or try to sell shoes. They used gaming terminology that resonated with their audience, acknowledged the creator’s skill with a cultural reference, and even adopted the lowercase letters which is currently very popular with younger users. In just two words, they demonstrated cultural awareness, authenticity, and perfect platform fluency. If you check out their TikTok account, this tracks. The content on their account follows the same tone and comes across like it could’ve been created by a Gen Z user.
Bringing It All Together
Finding your brand’s social voice is an ongoing refinement process, not a one-day project. The key ingredient? Authenticity. While many brands create forced voices trying to stand out, audiences immediately detect insincerity. Your social voice should naturally extend your company’s values and personality. When aligned properly, social media becomes more than marketing—it’s a powerful connection tool. So listen to your audience, thoughtfully define your approach, and continue refining. Your authentic voice is waiting to be discovered.
